do it pro bono.

Brand Strategy & Key MessagesService Grant

Final ReportJune 10, 2008

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Agenda• Taproot Team ----------------------- Pg. 3• Alliance Mission & Vision ------- Pg. 4• Background -------------------------- Pg. 5• Discovery ----------------------------- Pg. 6 – 10 • Name & Logo Analysis ----------- Pg. 11 – 12 • Brand Definition -------------------- Pg. 13• Positioning Statement ------------ Pg. 14 – 15 • Key Features & Benefits --------- Pg. 16 - 17• Elevator Pitch ----------------------- Pg. 18• Press Release Footer ------------- Pg. 19• Key Messages ----------------------- Pg. 20 – 27 • Taglines ------------------------------- Pg. 28 – 29 • Next Steps ---------------------------- Pg. 30• Appendix: Marcom Audit -------- Pg. 31 – 34

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Taproot Service Grant Team

•June Ellen Groppi – Account Director•Bill McDonald – Project Manager•Mark Campbell – Brand Strategist•Jon Hardin – Marketing Manager•Michael Oxenrider - Copywriter

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Mission & Vision of The Alliance

Mission:The mission of The Chicago Alliance to End Homelessness is to create, support and sustain effective strategies to end homelessness in Chicago.

Vision:The Alliance’s vision for the future is that all individuals and families facing homelessness in Chicago will have access to safe, decent, affordable housing and the resources and support needed to sustain their housing.

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Background

Project Goals:The Alliance leadership indicated that their objective is to educate and engage the broader public.

Solution:Create a brand strategy, key messaging, name/visual identity recommendation and a communication platform for further message development by The Alliance. .

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DiscoveryMaterials and Information used in Discovery:•The Alliance’s background materials•Meetings with Alliance team•Press/Media on homeless issue•Competitive Audits•Discovery Interviews:

Thirteen subjects were interviewed within six different segments:

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Discovery: Findings1. Communicate The Alliance’s Identity and Image• Public: Little or no awareness of The Alliance• There is mixed opinion as to what The Alliance is: Some

think The Alliance is a unique umbrella organization, others are uncertain about overlapping or confusing roles among the many service providers.

• No image or personality yet – too new• There are two good models on which The Alliance should

structure its communications:– AIDS Foundation of Chicago– NAEH

• There are some positive and negative images:– Positive: Smart, focused, committed, dedicated.– Negative: Not assertive enough, somewhat hesitant,

timid, unsure, could be moving faster.

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Discovery: Findings

2. Advocacy – To Motivate Audience(s) To Take Action

• Make clear to public what they can do to help

• The Alliance is not yet perceived as an advocate

• Mobilize opinion leaders as advocates- Will have spillover effect on general public

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Discovery: Findings

3. Fundraising

• Need to improve fundraising

• The Board Of Directors needs more 'influence and affluence' members who can help by leveraging their power

• Again, the NAEH and The AIDS Foundation can be used as models

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Discovery: Findings

4. Promotion of Successes

• The Alliance needs to develop 'victories', 'success stories' and 'case studies' to demonstrate effectiveness, and promote them effectively

• Housing First, 10-Year Plan, etc.

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Analysis: Name and Logo

Name/Logo Mission Strengths Weakness

Name:The Chicago Alliance to End Homelessness

To create, support, and sustain effective strategies to end homelessness in Chicago.

• Aligned with and derives exposure from the National Alliance name

• Good description of the mission of the organization

• May be too long• For some, hard to remember

Logo: (same) • Visually attractive• “END” message is

communicated powerfully

• Recall low • Hasn’t had wide exposure

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Recommendation: Name and Logo

• The Alliance is still a new organization. New organizations must work hard to build awareness and properly position themselves in the minds of the target audience. The Chicago Alliance to End Homelessness name and logo both help accomplish these tasks by effectively and succinctly describing the mission and objectives of the organization.

• We recommend the name remain unchanged.• We recommend The Alliance consider altering their logo:

- Align it with the National Alliance logo for synergy, or

- Incorporate some kind of visual representation of your mission

• The Alliance team is taking these recommendations into consideration, but will most likely not make any changes to the logo soon. They will instead concentrate on developing an organizational brochure and will apply for a new Taproot grant to accomplish this.

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Brand Strategy - Definition

• Your brand is the set of characteristics or impressions that come immediately to mind when a consumer hears or sees your name.

• Strong brands express the promise behind an organization– Deliver a differentiated brand promise– Speak to the “head and heart”

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Positioning Statement

Key Message elements that Taproot recommends be included in the Positioning Statement:•A more effective way to end homelessness

•A less costly way to end homelessness

•Saves/stabilizes/improves lives of the homeless

•Improves the overall quality of life in the community

•The Alliance is the leader

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Positioning Statement

“We save lives and improve the quality of life for everyone by leading an effective and cost efficient new way to end homelessness.”

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Key Messaging – Key Features To Support

We lead an alliance of over 70 service providers We administer major federal grants We advance policies that address barriers to ending homelessness We focus on ending homelessness, not managing it The Chicago Plan is endorsed by the Mayor

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Key Messaging – Key Benefits To Support

The “Housing First” program is more effective and cost efficient than programs that simply manage homelessness70+ service providers provide support that promotes stability and self-sufficiency Ending homelessness saves livesEnding homelessness improves the quality of life for everyone

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Key Messaging – Elevator Pitch

“We save lives and improve the quality of life for everyone by leading an effective and cost efficient new way to end homelessness. Our new way shifts from managing homelessness to ending it. Our ‘Housing First’ approach provides permanent housing to do this. The Alliance leads a partnership of homeless consumers and over 70 service agencies in achieving Chicago's 10-Year Plan to End Homelessness.”

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Key Messaging – Press Release Footer

“The Chicago Alliance to End Homelessness saves lives and improves the quality of life for everyone by leading an effective and cost-efficient new way to end homelessness. Formed through a consolidation of the Chicago Continuum of Care and the Partnership to End Homelessness, the Alliance brings together key stakeholders involved in ending homelessness: philanthropic leaders, the research community, people who have experienced homelessness and over 70 service providers.”

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Key Messaging – How to Use

These Key Messages are designed to provide a communication foundation that can be used to support The Alliance’s new brand strategy.  These messages are a strategic tool only, intended to guide both written and verbal key message delivery - within the organization, to the specific audiences shown and to other audiences that may be developed in the future.  The intent of these key messages is to provide an initial framework upon which The Alliance can now begin integrating their own key messages to support the brand in all communication and program materials, ensuring clear and focused messaging to all target audiences. The messages provided in this platform were developed from the branding research, insights and brand strategy approved created by the Taproot Team. They integrate a number of key findings and key audience perspectives collected from those efforts.

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Key Messaging – Variations Per Audience

Audience #1: Corporate Leaders Messaging focused on - Cost-Efficient & Effective, Saving Lives, Improving Quality of Life, Leaders of an Alliance:

The “Housing First” program is proven to be an effective and cost efficient way to end homelessness. Your financial contribution will help save lives.

  Ending homelessness improves the quality of everyone’s lives, not just the lives of the homeless. Join us by volunteering to help carry out our 10 year plan.

  We lead an alliance of local agencies dedicated to ending homelessness. We need leadership from people like you on our board. Please join us in our effort.

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Key Messaging – Variations Per AudienceAudience #2: MediaMessaging focused on - Cost-Efficient & Effective, Ending/Not Managing Homelessness, Leaders of an Alliance, “Housing First,” Endorsed by Mayor:

Chicago has a cost-efficient and effective plan that focuses on ending homelessness, rather than just managing it. We lead an alliance of over 70 service providers that are dedicated to making that plan a reality.

  “Housing First” is a proven, effective and cost-efficient way to end homelessness. Permanent housing is a prerequisite to stability and the “Housing First” program provides that.

  There’s been a paradigm shift in how to deal with homelessness – from managing the problem to ending it, through the provision of permanent housing. The more people who learn this, the faster we can end homelessness.

  Chicago is the only major city in the country with a plan to end homelessness that is endorsed by the Mayor. Agencies citywide are working together to coordinate services and new units of permanent housing are being built. Homelessness affects many different populations – families, youth, victims of domestic violence, immigrants, veterans and many others. Innovative programming and new sources of funding will be required to help all of these groups.

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Key Messaging – Variations Per Audience

Audience #3: Empathetic CitizensMessaging focused on - Ending/Not Managing, “Housing First,” Cost-Efficient & Effective, Saving Lives, Improving Quality of Life :

The solutions to homelessness largely exist. You can help end it sooner by convincing our public officials to take action and by securing additional funding and donations.

  The “Housing First” program is proven to be an effective and cost efficient way to end homelessness. Your financial contribution will help save lives.

  Ending homelessness improves the quality of everyone’s lives, not just the lives of the homeless. Join us by volunteering to help carry out our 10 year plan.

 

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Key Messaging – Variations Per Audience

Audience #4: Service Providers Messaging focused on - Leaders of an Alliance, Administrator of Federal & State Funds:

The Alliance brings together many key stakeholders that are involved in ending homelessness. Together, we have a wealth of information and research that can assist your organization in its efforts. Our alliance of agencies and providers is working together to coordinate services. By continuing to work together we can bring about an end to homelessness.

  We administer major federal grants. We can help you understand this important part of the effort against homelessness.

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Key Messaging – Variations Per Audience

Audience #5: Legislators/MayorMessaging focused on – Endorsed by Mayor:

Chicago is the first major city in the country with a plan to end homelessness that is endorsed by the Mayor. With your continued support, we can become the first city to accomplish that plan.

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Key Messaging – Variations Per Audience

Audience #6: Philanthropic OrganizationsMessaging focused on - Endorsed by Mayor, “Housing First,” Cost-Efficient & Effective, Saving Lives, Leaders of An Alliance:

The solutions to homelessness largely exist. Chicago is the only major city in the country with a plan to end homelessness that is endorsed by the Mayor. We need financial support from organizations like yours. Please join us in our effort.

  Homelessness affects many different populations – families, youth, victims of domestic violence, immigrants, veterans and many others. Innovative programming and new sources of funding will be required to help all of these groups.

  The “Housing First” program is proven to be an effective and cost efficient way to end homelessness. Your financial contribution will help save lives and stabilize families.

  We lead an alliance of local agencies dedicated to ending homelessness. We need leadership from people like you on our board. Please join us in our effort.

 

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Key Messaging – How to Use

These Key Messages are designed to provide a communication foundation that can be used to support The Alliance’s new brand strategy.  These messages are a strategic tool only, intended to guide both written and verbal key message delivery - within the organization, to the specific audiences shown and to other audiences that may be developed in the future.  The intent of these key messages is to provide an initial framework upon which The Alliance can now begin integrating their own key messages to support the brand in all communication and program materials, ensuring clear and focused messaging to all target audiences. The messages provided in this platform were developed from the branding research, insights and brand strategy approved created by the Taproot Team. They integrate a number of key findings and key audience perspectives collected from those efforts.

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Taglines

The The Taproot Team has created several taglines for consideration by The Alliance. The creation of these taglines was based on a process that:•Attempted to convey The Alliance’s Key Features & Benefits in each tagline, where possible.•Considered The Alliance’s Positioning Statement as a reference point during the entire creative process.

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Taglines

The

A Home For EveryoneBetter Solutions. Better Lives.A Plan. A Home. A Life Saved.

Together We Save LivesA Home is Everyone’s RightProvide a Home. Save a Life.

Welcome Home

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Next Steps

The Q&A, Discussion Evaluation and closingo Client evaluation (online)o Taproot Team evaluation (online)o Closing Celebration – date to be determined

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Appendix: Marcom Audit

The Alliance has created six pieces of communication that are included in this Marcom Audit:

•Web Site•E-Newsletters•The Journey Home report•Press Release•Fact Sheet•Sample Proposal / Request for Funding

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Appendix: Marcom Audit

The purpose of this analysis is to determine if The Alliance'ssix communication pieces:1. Effectively communicate with their intended audiences

2. Are consistent with brand strategy. Do they supportthe positioning statement and do they convey a consistent visual image?

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Appendix: Marcom AuditWeb Site: Speaks well to most audiences. Needs to communicate better to those affected by homelessness. Lengthy copy could be spread to separate pages. The blue color consistency is good. Include new tagline on every page. A brief introduction that incorporates key message points recommended in this report should be on the home page.

E-Newsletters: Intended audiences are served well with informative, important updates, but the newsletters also need to communicate better to those affected by homelessness. Recommend creating a template that graphically mirrors the web site, includes the tagline and an “About Us” link back to the web site. The attachments and longer articles could also be linked back to the web site, creating a shorter and more concise appearance that will appear less daunting to the recipient.

“The Journey Home” report: The report effectively tells the complete story and is well written and very informative. It is well branded on the outside and the brand color remains consistent throughout, but The Alliance’s name/logo visibility is reduced inside. Future printed projects should increase The Alliance’s visual identity on the inside and incorporate the Key Messages and Tagline developed in the Taproot project.

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Appendix: Marcom AuditPress Release: Well written and provides a concise summary of the pertinent information – that The Alliance has just released a new report on the status of Chicago’s Plan to End Homelessness. It outlines accomplishments, milestones and the work remaining to be done. However, there is little brand identity in the release. Recommend including logo, brand color and tagline.

Fact Sheet: Provides a fairly good and quick take on The Alliance, its mission and how that mission is carried out. It contains the logo and the mission statement, but would benefit from creating a template that graphically mirrors the web site and E-Newsletter. That graphic should include the same consistent tagline that is used in all other communication pieces.

Sample Proposal / Request for Funding: Would have more impact if it included specific, accomplishments that focus on real people. Also should include copy that describes “What your donation/support will help us accomplish.” Recommend reducing the length considerably and presenting it inside a printed Alliance brochure. The permanent brochure can then handle the brand identity and background info while the “Request for Funding” focuses on how prospective funders can help. Also recommend removing “Proposal” terminology.