FOCUS Inc.

Our family. Our foundation. Our future.

2 |

“Heroes didn’t leap tall buildings or stop bullets

with an outstretched hand; they didn’t wear boots

and capes. They bled, and they bruised, and

their superpowers were as simple as listening,

or loving.

Heroes were ordinary people who knew that

even if their own lives were impossibly knotted,

they could untangle someone else’s. And maybe

that one act could lead someone to rescue you

right back.”

Jodi Picoult, Second Glance

Focus, Family Oriented Community United Strong, Inc., is the only

community-based organization that is passionately devoted to protecting

the victims of chemical dumping in Tallevast, Florida who do not have the

resources to relocate or provide for themselves in an era of low economics

and humanity is suffering. In the past the Focus group was recognized as

the small community-based organization in litigation against the corporate

giant, Lockheed Martin, in pursuit of retribution for physical, emotional

and property damages. Post the legal disputes the non-profit has been

practically inactive.

Their goal to protect and support their community in a time of

need has become more and more difficult due to the lack of funding and

awareness. I have volunteered with this organization before and I have

gotten to know the board members very well over the years. The passion

they have for their community is unlike anything I’ve ever seen other than

in the movies. This organization has the drive and the vision, but when

paired with the suggestions made in this proposal they just might reach

their goals sooner than later.

The purpose of this proposal is to comprehensively assess a local,

fledgling non-profit organization and reveal the organizations strengths

and vulnerabilities, as well, as propose solutions as to how they can set

themselves apart from other local agencies.

DESIGNERA NOTE FROM THE

4 |

We worry about what a child will become tomorrow, yet we forget that he is someone today.

Stacia Tauscher

| 5

PREFACE | A NOTE FROM THE DESIGNER

A Note from the Designer .. ... ... ... ... ... ... 03

ONE | RESEARCH

Organizational Background ... ... ... ... ... ... 08

Sizing Up the Competition . ... ... ... ... ... ... 12

Mission Statement .. ... ... ... ... ... ... ... ... ... 13

Vision ... ... ... ... ... ... ... ... ... ... ... ... ... ... 13

Brand Positioning .. ... ... ... ... ... ... ... ... ... 13

SWOT Analysis .. ... ... ... ... ... ... ... ... ... ... 14

Target Market ... ... ... ... ... ... ... ... ... ... ... 16

Social Media Analysis ... ... ... ... ... ... ... ... 19

TWO | BRAND DEVELOPMENT

New Logo Development ... ... ... ... ... ... ... 22

Moodboard ... ... ... ... ... ... ... ... ... ... ... ... 24

Key Words.. ... ... ... ... ... ... ... ... ... ... ... ... 25

THREE | STYLE GUIDE

Brand Value ... ... ... ... ... ... ... ... ... ... ... ... 28

Visual Identity ... ... ... ... ... ... ... ... ... ... ... 29

Visual ID in Pieces . ... ... ... ... ... ... ... ... ... 30

Color Palette .. ... ... ... ... ... ... ... ... ... ... ... 32

Proper Usage of Logo ... ... ... ... ... ... ... ... 34

Font Treatment ... ... ... ... ... ... ... ... ... ... ... 36

FOUR | DESIGN APPLICATION

Signage .. ... ... ... ... ... ... ... ... ... ... ... ... ... 41

Website . ... ... ... ... ... ... ... ... ... ... ... ... ... 42

Social Networking Pages ... ... ... ... ... ... ... 43

Mobile Accessibility ... ... ... ... ... ... ... ... ... 44

Promotional Drinkware . ... ... ... ... ... ... ... 45

Warrior Wear & Staff Apparel ... ... ... ... ... 48Stationery ... ... ... ... ... ... ... ... ... ... ... ... ... 50

FIVE | CONCLUSION

Credit and Sources ... ... ... ... ... ... ... ... ... 52

TABLE OF CONTENTS

RESEARCHOrganizational Background ... ... ... ... ... ... 08

Sizing Up the Competition . ... ... ... ... ... ... 12

Mission Statement .. ... ... ... ... ... ... ... ... ... 13

Vision ... ... ... ... ... ... ... ... ... ... ... ... ... ... 13

Brand Positioning .. ... ... ... ... ... ... ... ... ... 13

SWOT Analysis .. ... ... ... ... ... ... ... ... ... ... 14

Target Market ... ... ... ... ... ... ... ... ... ... ... 16

Social Media Analysis ... ... ... ... ... ... ... ... 19

| 7

The Focus group, Family Oriented Community

United, Strong, Incorporated, was initially

established to protect and lead a small community

through tough years of litigation, community

planning and health awareness. Although the

community-based organization has had their day

in court, they still have big challenges ahead, such

as introducing a health-conscious, environmentally

sustainable lifestyle to their effected community.

Early in 2003 a Tallevast community member

discovered that a local beryllium plant site was

being inspected to gage how far contaminants had

reached beyond the building’s property. Until now

this was a well-kept secret from the community.

These citizens have been exposed to environmental

pollutants that put them at more of a disadvantage

than the average person. To introduce a community

development plan capable of serving the specific

needs of this community Focus, Inc. will need

resources such as a strong supporter base and

renewable funding; they currently have neither. As

an organization representing a small township of

FOCUS, INC.HISTORY OF

8 |

over 300 citizens, they are grossly under funded

and are suffering from a lack of support in all areas.

With more money and both, internal and external

support, Focus, Inc. as a business can finally get off

the ground.

The Focus, Inc. Group has a vision for their

organization, but their legal battles have become the

face of their organization. The group needs to revisit

their mission and vision statement and redefine who

they are and what they are trying to accomplish. They

are missing important accompanying essentials,

such as a logo, a website and other supporting

elements that contribute to a corporate identity.

The plan of action is to build on their current

reputation. The organization can begin to evolve

by clearly identifying and stating the new mission,

developing a cleaner web presence, give thought to

custom printed and promotional materials, address

the lack of supports staff and addressing the lack of

funding.

As a strategy to increase public awareness

and donor participation, Focus, Inc. needs to

concentrate on how they are represented and how

they communicate with everyone - residents of

the community, past employees, their families and

potential philanthropic organizations. Building on

the relationships they currently have with other

community groups, political figures and corporate

sponsors could provide the organization with more

opportunities to gain support and donors.

Although there are numerous organizations

whose nucleus is environmental protection centered,

Focus, Inc. is different because they envision a fresh

take on sustainable, green and holistic living and

are redefining the standards of medical treatment

and preventative health care.

Focus, Inc. currently holds a 501(c)(3)

status, however they could take advantage of the

opportunities given to corporations that operate

under the 509(a)(2) status. The 509(a)(2) exclusion

is generally available for organizations that receive

few gifts or grants, but which normally receive their

support from fees for services such as admissions or

sales of material supporting their exempt function

(IRS, 1999).

The need to become financially stable is

greater now that this organization is progressing to

the next step, rebuilding the community. Another

option available to them is to establish an Operating

Reserve and an endowment fund. An endowment

helps diversify your organization’s income and

reduces your dependency (Fritz, Nonprofit

| 9

He who has health has hope, and he who has hope has everything.

Arabian proverb

10 |

Charitable Orgs, 2012). Although operating with

a community foundation is not a new concept to

larger cities, it’s becoming more popular with the

smaller townships.

Consistency is one of the most important

elements within building a brand’s visual identity.

Currently Focus, Inc. does not have a visual identity.

Things like choice of font, color palettes, motifs,

and patterns are all extremely important choices

that need to have much of thought put into them

(Snowflake Creative, 2011). All of the other visual

elements will derive from the logo and the color

scheme therefore the color and typography choices

need be thoughtful and theme appropriate.

Focus, Inc. will want to provide a visual

extension of their relationship with the community;

therefore, they want to visually project a light,

friendly, clutter-free, well-organized logo with clear

| 11

representation of who they are and whom they are

representatives of. The color strategy should covey

the same feel and the body copy of all their printed

media and web presence should have the same

voice.

The lack of a consistent brand visuals and

themes are hindering Focus, Inc. from having the

corporate identity they deserve. The color palette

chosen for this organization needed to reflect a

warm, welcoming and comfortable environment.

Along with a new logotype design Focus, Inc.

will have a set of new corporate symbols that

corroborates their character.

As an addition to the new website video clips

and audio recordings can be uploaded to sites like

Youtube and the media page on the website, creating

easy access to potential contributors and local

media looking for information on the organization

and the cause. A successful organization should

remain visible to the community and use local

media for public announcements of donations and

updates on projects.

This solution will fit Focus, Inc. for years to

come. By redesigning their logo, introducing a new

color strategy and creating new visuals Focus will

finally have a proper identity.

12 |

COMPETITIONA QUICK LOOK AT THE

SIMILARITIES

They are operate under a non-profit agency status

They are Civil and Environmental Rights centered

They serve niche communities

They are dependent on volunteer and donor support

DIFFERENCES

Focus, Inc. lacks access to renewable and gifted funds

Focus, Inc. lacks a following

Focus, Inc. has an incomplete organizational identity

| 13

MISSION STATEMENT

To protecting the victims of chemical

dumping in Tallevast, Florida who do not have the

resources to relocate or provide for themselves.

THE VISION

Focus will establish a safe and healthy

environment for residents. A new community

base where homes will be sustainable and

eco-friendly, health care will be a community

collective initiative and every resident will have

access to a revolutionary health facility that

specializes in their special needs.

BRAND POSITIONING

For local Tallevast community members,

potential volunteers and donors, the Focus

organization has established a relationship built

on trust and reputation. Focus’s sole purpose

is to improve the quality of life for community

residents, in the areas of health, finance and

their overall lifestyle in general. Focus will

introduce community assistance programs that

will address housing, introduce accessible

health-care treatment and promote financial

wellness. The non-profit is dependable, reliable

and trustworthy and has made a commitment

to act in the best interest of the community by

protecting the residents as well as the land they

live on.

14 |

STRENGTHS

WEAKNESSES

SWOT ANALYSIS

PILOT PROGRAMS | The experimental medical monitoring and treatment center and model

community Focus. is designing is going to attract interest groups, investors and other contributors because

sustainable living is an increasingly popular concept. Due to this community development project being

a prototype, they can make the plans fit their needs.

BUILDING RELATIONSHIPS | Due to their legal proceedings, they have developed relationships

with many influential people outside of the community, media outlets, and political figures who are

willing to volunteer their time, expertise and connections.

SMALL ORGANIZATION | The organization’s board is a small one and a majority of the work

is done within the members of this board. It could potentially be easy for them to get overwhelmed

and burned out quickly. They need a small support staff to help with the everyday activities so they can

concentrated on the bigger objectives.

LITIGATION | The organization was created because of the community’s need to be protected and

defended. They initiated the process of creating a visual identity but quickly became consumed with the

demands of litigation.

| 15

OPPORTUNITIES

THREATS

REVISIT THE MISSION STATEMENT | The organization’s name is synonymous with years of litigation

and they are associated with strength and courage; these attributes can be used when designing their new

mission statement. They have the potential to transition to their newly revised mission because of their

legal battles.

Now the cause of their living situation has been addressed, they can use the health and environmental

findings as a foundation to move forward and design a plan that promotes better living conditions.

IMPOSSIBLE VS IMPROBABLE | Although the goal of funding a pilot community with

an experimental medical monitoring and treatment center and model community where everyone lives in

a heath house isn’t impossible, it is extremely expensive and can be seen as improbable. A detailed plan

of how they plan to jump these many monitory hurdles will be a daunting task.

16 |

Daryl, 19 and Ashley, 17, both grew up

in Tallevast, Florida. Ashley is a recent high

school graduate and has a part-time job. Daryl

is a college student and also has a part-time job.

They don’t have access to disposable income,

but they have time to give to an organization in

need of human resources.

Daryl and Ashley would most likely spend

weekends and afternoons doing volunteer work

with the homeless, clothing and food drives and

community kitchens.

Wanda, 39, and Marvin , 42, are Tallevast

residents; Wanda was born there as Marvin

relocated after their marriage. They are both

college educated; while Marvin is employed

full-time, Wanda is self employed. They are the

parents of 2 young children and attend a local

church every Sunday.

Wanda would most likey support programs

for children, teach classes, or help with some

of the administrative work. Marvin enjoys

working outside; he would be more inclined

to do activities that allow him to build and or

maintain things.

Mema and Pop-pop are retirees and have

been residents for nearly 50 years. They enjoy

spending time with their grandchildren, traveling

and gardening. Although when they are in town

they like to give their time to special causes,

they aren’t always able to do so. When they can

not volunteer they do the next best thing and

that is donate.

JEFFERSON FAMILYINTRODUCING THE

Gen-Z’s will want brands to show their long-

term value and make them feel safe. Instilling

confidence in this generation can help brands

gain loyal fans for life. Grown up in an era of

major innovation and social change, Gen-

Z’s are globally aware and curious. They are

already offering suggestions, solving problems,

and proving their savvy.

GENERATION Y | Ages 35 to 44-years old

Gen-Y’s are most likely to volunteer at 31.6%.

At this age the volunteers are most likely to be

married with children under 18. This generation

is also most likely to have earned a high level of

education. A Gen-Y’er would most likely offer to

provide professional or management assistance

or to tutor or teach. Parents were considerably

more likely to engage in volunteer activities

that are frequently related to children. Gen-

Marketing and creating awareness is an

integral detail in solving Focus’s problems,

and knowing who to market Focus’s services to

will be the key to this detail.

GENERATION Z | Ages 16-19-years old

Gen-Z’s are most likely to volunteer (at 27.4%).

At this age the volunteers are most likely to be

students or recent high school graduates. If they

are employed it’s part-time and they are more

likely to collect, prepare, distribute, or serve

food. Gen Z kids will grow up with a highly

sophisticated media and computer environment

and will be more Internet savvy and expert than

their Gen Y forerunners This social segment’s

upbringing has made them resilient and

pragmatic. They would rather understand and

confront their problems. These volunteers can

be reached by only perceivably reliable brands.

TARGET MARKETUNDERSTANDING THE

18 |

Y’s are known to be incredibly sophisticated,

technology wise and immune to most traditional

marketing and sales pitches. They grew up with

it all, they’ve seen it all and been exposed to it

all since early childhood. They tend to be less

brand loyal so it takes a strong brand to demand

and keep their attention.

BOOMERS II | Ages 45 and over While

the numbers for volunteers 45 years and over

tapered off as age increased, the number for

donations rose. Boomers are more likely to be

retired and have access to disposable income,

more so than couples with children at home or

younger individuals and recent graduates. The

Boomers II generation has lost much of its trust

in government; economic struggles reinforced

a sense of “I’m out for me”. There is a strong

focus on self-help and skepticism over media

and traditional training and institutions. Of those

surveyed, ages 50 and older are more than twice

as likely to provide monetary support to health

and age related causes, such as Alzheimer’s and

adult 50+ organizations.

| 19

A real-life experiment by Facebook to

encourage organ donation, adding one’s donor

status to one’s timeline, sparked an immediate

2,000% increase in the number of people signing

up as donors. Both donations and volunteering

are signals of fitness, i.e., that the individual

has more than adequate resources and also is

likely to be a capable parent. (In evolutionary

psychology, “mating” instincts play a major

role in guiding behavior even when actual

procreation isn’t remotely possible.) There are

some gender differences – volunteering is a

more potent signal for women than monetary

donations.

Someone taking the minimal step of signing

up as an organ donor wouldn’t get a footnote

on a brass plaque or even the briefest mention

at a fundraiser, but could be acknowledged on

Facebook FB +3.28% at essentially zero cost.

That person’s entire circle of friends could now

see that she had signed up, and, presumably,

some of them did too.

SOCIAL MEDIAANALYZING

BRAND DEVELOPMENTNew Logo Development ... ... ... ... ... ... ... 22

Moodboard ... ... ... ... ... ... ... ... ... ... ... ... 24

Key Words . ... ... ... ... ... ... ... ... ... ... ... ... 25

| 23

F CUF CUS

SF CUS

DEVELOPMENTNEW LOGO

24 |

MOODBOARD

| 25

Natural

Genuine

Authentic

Organic

Soft

Healing

Resourceful

Comfortable

Casual

Renewable

Safe

Secure

Trusted

Family

Healthy

Organized

Professional

Community

BRAND STYLE GUIDEBrand Value ... ... ... ... ... ... ... ... ... ... ... ... 28

Visual Identity ... ... ... ... ... ... ... ... ... ... ... 29

Visual ID in Pieces . ... ... ... ... ... ... ... ... ... 30

Color Palette .. ... ... ... ... ... ... ... ... ... ... ... 32

Proper Usage of Logo ... ... ... ... ... ... ... ... 34

Font Treatment ... ... ... ... ... ... ... ... ... ... ... 36

Design is not just what it looks like and feels like. Design is how it works.

Steve Jobs

28 |

Currently FOCUS uses dark, cold and mysterious hues like black, gray and yellow and although the images are relevant they aren’t thoughtfully placed and they don’t tell a story. There’s currently no information on the site to look at, no call to action, no visible slogan and no visual purpose for the site or the organization. Focus Inc. needed direction, warm and harmonious hues, photos that evoke pride and a sense of community. The information needs to be complete and easily assessable.

BRAND VALUE

| 29

Similar to the color choices the logo, icons and lockups were designed with the community in mind. The Focus leaf is a figure of the community’s past, bringing back memories of the turpentine trees that once brought their forefathers to the Tallevast area. The water drop represents the present, where they were just recently fighting for a clean environment for their community. Lastly, the globe is a reminder of why they are doing this - to build for their future. The community is looking for physical and emotional relief, stability, a clean environment and a fresh start at a better life. The Logo | It was important to remember who we were designing for; one audience is a mature community and they need something easily visible and legible, and the other a young crowd who is attended to trendy and visually stimulating media. Visual Options | Options were created to unify the Focus group: • The logo (alone) • The Icons (alone) • One horizontal logo lockup, consisting of a logo and a tagline • One vertical logo lockup, consisting of the three icons, the logo and tagline

VISUAL IDENTITY

30 |

TAGLINE

WORDMARK

SYMBOL

For the sake of maintaining consistency in all mediums, the lockup should not be taken apart or altered in any way. A good lockup will create a sense of cohesion between the elements. When used as a lockup with the master logo, the Focus, Inc. tagline should always appear flush left with the logo. The height of ‘Focus, Inc.’ is two-thirds the hight of the leaf symbol and placed at the tog right corner, and the tagline is the bottom third. Do not attempt to alter the logo or the placement of the tagline. Always use the prepared art files provided in the Downloads section. In the event that the tagline needs to be repositioned, please contact the Focus graphic designer.

FOCUS, Inc.Our family. Our foundation. Our future.

| 31

The Focus, Inc. wordmark is the Focus, Inc. name with the leaf in place of the comma. The placement of the leaf is intentionally slightly behind the ‘s’ of Focus and in front of the ‘i’ of the Inc. The leaf is oversized in relation to the text in the effort to connect the two words, creating a visual flow but still keeping them separate.

The approved Focus, Inc. tagline is comprised of the three simple 2-word statements. Our family. Our foundation. Our future. The tagline is a promise and a reminder that Focus, Inc. will always put family and the community first, and a reminder that the foundation is the key to the future. The organization is investing in the community’s future.

Approved Focus, Inc. symbols are the: water drop, globe and leaf. The waterdrop is a visual representation of how the organization started, the globe and leaf are both representation of what the organization values most, community/family and a sustainable and healthy lifestyle.

Clear space refers to the area around the logo that can’t be infringed by any graphic or editorial element. The minimum clear space for Focus, Inc. is based on the height of 1 Focus leaf, and applies to the top, the bottom and both sides of the logo, or length and width of logo lockup (see example on page 28). The logo should be centered in the space and consistent space should be maintained between all elements in the lock-up.

WORDMARK

SYMBOLS

TAGLINE

SPACING


32 |

These colors we chosen because they reflect what the organization is trying to bring to the community; a sense of calm and relief. The colors represent what the community’s goals are - emotional relief, stable health, a clean environment and a fresh start at a better life.

CORE HUES

| 33

Chocolate Brown #573B3B45, 73, 63, 45477 C

Flesh #F1EAE33, 6, 8, 0482 C

Camel Tan #BEAA9923, 31, 38, 04735 C

Green #8EA06751, 22, 75, 2576 C

Turquoise Blue #ACD0C038, 2, 28, 9337 C

@ 45% OPACITY

@ 60% OPACITY

@ 100% OPACITYFOCUS, Inc.Our family. Our foundation. Our future.



34 |

The lack of a consistent brand visuals and themes are hindering FOCUS from having the corporate identity they deserve. Although they have mastered their tone in person, it fails to translate on paper. FOCUS can show how dependable and reliable they are through a consistent display of visual harmony and uniformity. A transparent logo can only be properly achieved by using the Focus logo, and the tag line is optional. The base color can be either pure white or pure black at a 45% opacity, as shown below. A drop shadow should also be applied to the pure white logo, the purpose of this is to enhance the visibility of the Focus name and tagline (if used). In the cases black and white printing is the best or only option, please use the below black and white logo provided to the right. When in need of a transparent logo or watermark please use one of the two (2) all white logo files or any of the three (3) approved symbols in white, at 50% opacity.

See the two (2) transparent logos to the right.





PROPER USAGELOGO

| 35

DO NOT RECOLOR

DO NOT SQUEEZE OR STRETCH

DO NOT REARRANGE

FOCUS, Inc.Our family. Our foundation. Our future. FOCUS, Inc.


36 |

FONT TREATMENT Optima Regular was the final font choice because this organization is looking to reach out to two audiences, a more mature audience and a younger audience. Optima can be read from afar and is easy on the eyes. It’s not too fancy but is also not to plain.

Body Text

Sub-Header/Call Out

HEADLINE

Fine text

| 37

TONE OF VOICEAlthough the Focus organization is a business, it is still operated by people - a family. The voice of the organization should always be a comforting one. Focus should always be welcoming, understanding, sympathetic yet firm. The tone should always be a calm and helpful.

Avenir - LightAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

The quick brown fox jumps over lazy dogs.

Avenir - BlackAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9


Goudy Old StyleAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9


DESIGN APPLICATIONPromotional Product Applications . ... ... ... 40

Signage .. ... ... ... ... ... ... ... ... ... ... ... ... ... 41

Website . ... ... ... ... ... ... ... ... ... ... ... ... ... 42

Social Networking Pages ... ... ... ... ... ... ... 43

Mobile Accessibility ... ... ... ... ... ... ... ... ... 44

Promotional Drinkware . ... ... ... ... ... ... ... 45

Warrior Wear . ... ... ... ... ... ... ... ... ... ... ... 48

Staff Apparel ... ... ... ... ... ... ... ... ... ... ... ... 49

Stationery ... ... ... ... ... ... ... ... ... ... ... ... ... 50

40 |

Focus currently does not generate revenue,

therefore, introducing a volunteer and supporter

line of promotional product will raise awareness,

increase interest in the organization and generate

revenue. Nearly 8 of 10 product recipients

indicated that an item’s usefulness is the primary

reason to keep it, so offering products of daily

use increase the value and the chances the item

will be kept and used regularly. Products such as

water bottles and cups, coffee mugs, comfortable

apparel and automobile magnets and clings have

the potential to be useful in a volunteer’s daily

life as well as generate awareness and interest in

social circles that have not been penetrated by

the organization.

Giving away promotional paraphernalia is

not a new tactic; it’s a proven, cost effective way

of marketing to an extremely large audience.

Visually appealing and well-designed t-shirts

and water bottles will sell but, free pens and

recyclable shopping bags always seem to find a

way to make an appearance and provoke others

to ask questions like, “Where did you get that?”

or “You got that for free?”

42 |

A completed website will increase the organization’s visibility. A site will give a new level of credibility and a venue to begin building a self-sustaining plan. Currently the organization is virtually invisible and not easily accessible. Focus will be able to mingle with the public other than in face-to-face situations. The local competition has a website, but

Focus, Inc. does not. The Focus site will have a simple and user-friendly interface and be clean, making it stand out from the sites of the competition. The Focus site will be updated regularly, functional, and visually consistent. With a website the organization can deliver information and receive communications 24 hours a day, 7 days a week and 365 days a year.

WEB PRESENCE

| 43

Using increasingly popular media outlets such as Facebook, Twitter, YouTube and Google Plus, Focus will add a layer of visibility to the organization. Focus will be fulfilling a promise to be accessible to Focus’s core audience, their community and potential supporters. By being accessible 24-7-365, Focus can deliver and receive information, questions and or concerns from anyone at anytime. Although the competition has a Facebook and Twitter account, they have been online since 2010 and only have 1900 likes – averages to 2 likes a day. Joining networks like these will put Focus, Inc. on an even playing field competitive with their competitors. Keeping their promise to the community and keeping customer service first will be the deciding factor if Focus is better than the others.

SOCIAL MEDIA

44 |

ACCESSIBILITYMOBILE

| 45

Hope.Family.

Give.

Focus

Back Stamp - QR Code

COFFEE MUGSPROMOTIONAL

46 |

TUMBLERSPROMOTIONAL

| 47

Back Stamp - QR Code

48 |

A colored sleeve and collar indicate this is a

volunteer or donor to the Focus, Inc. organization.

A biblical reference is embroidered on the

sleeve of staff warrior wear (t-shirts and polos) only.

WARRIOR WEARAPPAREL FOR VOLUNTEERS & DONORS

| 49

A biblical reference is embroidered on the

sleeve of staff warrior wear (t-shirts and polos) only.

WARRIOR WEARAPPAREL FOR STAFF

In 2004 Scott Carroll referred to Mrs. Washington and Mrs.

Ward as Warrior Women; keeping with the given name the

apparel line is named Warrior Wear.

50 |

Focus, Inc. does not have official

organizational stationery. Having letterheads,

business cards and pens are just the tip of the

iceberg – Focus can introduce pocket folders,

media kits and USB drives. Stationary can boost

confidence in the organization and is considered

a powerful marketing element. The organization

will appear as organized and unified.

Although the competition has stationery,

adding component will not make Focus better

than the competition, adding it will allow them

to be comparable, at the bare minimum. Using a

clean streamlined design and keeping the same

feel flowing through all of the separate pieces

make the suite look and feel complete.

This will add another layer of visibility to

the business side of Focus and give a professional

polished perception to all who see it.

STATIONERY

CONCLUSIONFIVE | CONCLUSION

Credit and Sources

| 53

Chmielewski, T. (N.D.). Issues Surrounding Not-for-Profit Organizations. Retrieved May 3, 2013, from Chron: http://smallbusiness.chron.com/issues-surrounding-not-for-profit-organizations-4758.html

Fritz, J. (2012, September 26). Nonprofit Charitable Orgs. Retrieved April 28, 2013, from NonPorfit about [dot] com: http://nonprofit.about.com/od/fundraisingbasics/a/startendowment.htm

Fritz, J. (2013, January 25). Nonprofit Charitable Orgs. Retrieved April 25, 2013, from About.com: http://nonprofit.about.com/od/foundationfundinggrants/a/grantpro.htm

Grand Rapids Community Foundation. (N.D.). What is a Community Foundation? Retrieved April 25, 2013, from Grand Rapids Foundation: http://www.grfoundation.org/whatisacf

IRS. (1999, April 1). Rulings and Agreements. Private Foundations Defined IRC 509(a)(2) Exclusion. Retrieved April 28, 2013, from IRS: http://www.irs.gov/irm/part7/irm_07-026-004.html

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