Brand & Communication Resource Package for Mel Trotter Ministries
Location
Hager-Lubbers Exhibition Hall
Description
PURPOSE: The success of a non-profit organization relies heavily on a consistent and relevant brand that can be reinforced through specific tools. The purpose of this project was to use year-long primary research – brand focus groups and a community perception survey – along with secondary research of best practices in the communication field to develop various resources that would enable the Mel Trotter Ministries staff to present a strong, cohesive brand to various publics. PROCEDURES: The comprehensive brand and communication resource package has four segments. Brand resources: brand guidelines, branded templates for staff (PowerPoint, agenda template, and minutes template), internal communication resources: a crisis communication plan, media training curriculum and finally, documents to reinforce key messages: a community speaking PowerPoint, revised mission and vision statements and elevator pitches. Each of these elements were developed using primary research (focus groups and surveys) as well as secondary research. The media training and crisis communication plans relied on secondary research including best practices from other professionals in the industry combined with my own personal experience. IMPACT: The comprehensive communication package is intended to elevate the communication profession in the non-profit sector. Often, these resources and tools are rare commodities for small non-profits due to the lack of priorities, budget, staff resources and experience. In particular, the community speaking PowerPoint, brand guidelines, media training and crisis communication plans can be duplicated and customized for other area non-profits. The community speaking PowerPoint has been used at more than 20 public speaking engagements. More than 15 Mel Trotter Ministries staff members have completed the media training.
Brand & Communication Resource Package for Mel Trotter Ministries
Hager-Lubbers Exhibition Hall
PURPOSE: The success of a non-profit organization relies heavily on a consistent and relevant brand that can be reinforced through specific tools. The purpose of this project was to use year-long primary research – brand focus groups and a community perception survey – along with secondary research of best practices in the communication field to develop various resources that would enable the Mel Trotter Ministries staff to present a strong, cohesive brand to various publics. PROCEDURES: The comprehensive brand and communication resource package has four segments. Brand resources: brand guidelines, branded templates for staff (PowerPoint, agenda template, and minutes template), internal communication resources: a crisis communication plan, media training curriculum and finally, documents to reinforce key messages: a community speaking PowerPoint, revised mission and vision statements and elevator pitches. Each of these elements were developed using primary research (focus groups and surveys) as well as secondary research. The media training and crisis communication plans relied on secondary research including best practices from other professionals in the industry combined with my own personal experience. IMPACT: The comprehensive communication package is intended to elevate the communication profession in the non-profit sector. Often, these resources and tools are rare commodities for small non-profits due to the lack of priorities, budget, staff resources and experience. In particular, the community speaking PowerPoint, brand guidelines, media training and crisis communication plans can be duplicated and customized for other area non-profits. The community speaking PowerPoint has been used at more than 20 public speaking engagements. More than 15 Mel Trotter Ministries staff members have completed the media training.