Communications Affinity Group Florida Philanthropic Network Conference 2017
Barbara “Bobbie” Ibarra, Executive Director
What is Rebranding? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. (Wikipedia)
Why Rebrand? • Ownership change or restructure • Stay relevant and simplify • Expansion • Reposition – we wanted to distinguish ourselves from the COC • Improve reputation – we wanted a more focused vision and to elevate our stature
Branding Process
Step 1 • Learn, learn, learn! • Inventory the strengths of the current brand • Gather insights all the time • We gathered information and consulted our internal stakeholders for two years.
Step 2 • Decide how far you will go: name, logo, tag line or motto • We decided to pursue a new name and logo
Step 3 • Create a budget and a timeline – Consultation and marketing expertise – Surveys and analysis – Design fees for logo, website, email signatures, collateral, and advertising – Printing fees for collateral, signage, etc. – PR services, website design and development
Timeline Steps • Found experts to help • Interviewed to share vision and goals • Screened logos and names among team • Shared logos and names with the consultants • Narrowed it down to five options • Shared options with board and other partners • Polled the community
Timeline Outcomes • Started the process again for the logo. Back to searching the internet! • Same steps as above until we settled on the two roofs. • Selected the colors and format • Received a brand guide outlining how to appropriately use the new brand
Steps To Remember • Check name availability first! • Search for vendor to design website- we decided to handle internally • Create a communications plans - note all internal and external stakeholders • Press release - coordinate news releases with partners
More Steps to Remember • Update domain names and social media handles • Update post office, email hosts, utility accounts, phone, gas, electric, water, cable and internet, voicemail, bank accounts • All internal documents like banks contracts, job applications, permits, W9s to customers, HR and benefits, retirement accounts, payroll, articles of incorporation, by laws, State of Florida registration, county and other local government offices, lease agreements, business cards, stationary, etc.
Before
When It’s Over… • Debrief and evaluate how successful you are • Did we accomplish our goal? • Did we communicate with all audiences in a way that worked? • What went well? What could have done better?
Barbara “Bobbie” Ibarra, Executive Director bibarra@miamihomesforall.org
ONE by ONE: Student Voice A community activation model
History of ONE by ONE ONE by ONE started with an innovative art exhibit that lifted the faces and voices of 20 current or former students in Duval County Public Schools who faced great obstacles to getting their education. The exhibit sparked the interest of more than 1,600 people who participated in 169 small- group conversations, identifying what issues matter the most in our public schools and posting the results of the conversations online. 17
History of ONE by ONE ONE by ONE convention: January 5, 2013 Delegates from around Duval County came together to determine the top priorities for public schools in Jacksonville. These priorities were developed into a community agreement for public schools. 18
Why Conversations Improving public education must be a two-way conversation. That’s why JPEF invests in community mobilization efforts to elicit civic voice and action. Through initiatives such as ONE by ONE community conversations and candidate forums, we listen carefully to the priorities of the citizens of Duval County. By intentionally engaging every segment of Jacksonville’s diverse community, we aim to build a more united and informed citizenry that will lead efforts to improve our schools.
Why Student Voice? We have actively listened to diverse communities in Jacksonville, but this is the first time we are intentional about elevating student voice. 20 20
ONE by ONE: Student Voice • Convene students and adults to give students a platform to express their own understanding of success and how the community can support them • Guided conversations, aspirational questions • Data from feedback is analyzed by task forces that pick top priorities of actionable items 21
3 Student Voice events • First Student Voice: 140 participants • Second Student Voice: 240 participants • Third Student Voice: 120 participants • Top priorities: – Amplify student voice – Real life work experiences – Developing community partnerships 22
"I came here just for community service hours, but"...have gained the confidence to speak up in class and by asking questions I can help others. It has also given me the confidence to speak up here” -Student Participant 23 23
Community Activation • 3 Taskforces working at 3 schools (2 middle schools, 1 high school): • They will create specific projects around – Amplify student voice – Real life work experiences – Developing community partnerships 24
THANK YOU! For more information about Student Voice Contact Kris Estanga kris@jaxpef.org Jacksonville Public Education Fund
How to Communicate Collective Impact … Collectively Wilma Norton, Vice President, Marketing/Communications, Community Foundation of Tampa Bay Grace Maseda, APR, Marketing Communications Director, Helios Education Foundation
PARTNERS: • Hillsborough Community GOAL: College • Ensure that 60% of University of South Florida • Hillsborough County’s Hillsborough County Public working-aged population Schools • achieves a postsecondary Hillsborough Education degree or credential by Foundation • the year 2025. Back of America • Tampa Chamber of Commerce Helios Education Foundation • City of Tampa • Hillsborough County
COLLECTIVE IMPACT Collective Challenge #1 Overview of roles and responsibilities - Choose Chair and Co-Chairs immediately - Outline expectations and ensure everyone understands their role in the collective success - Do not take on all the work Collective Challenge #2 Constant communications means … constant communication - Project management is essential - Ensure everyone understands the scope of the project
COLLECTIVE IMPACT Collective Challenge #3 Encouraging the ‘collective’ to ‘impact’ - Communications workgroup alignment with the leadership and vision council is essential. - Once the scope of the work is outlined, engage members with opportunities to contribute to the work. Collective Challenge #4 Internal communication is as important as external communication - Ensure communication that keeps the project top of mind - Highlighting contribution and prioritization is key
Q & A
Communication Strategies for the Communicator Rachel Calderon, Central Florida Foundation Grace Maseda, APR, Helios Education Foundation
Begin At The Beginning: Internal Communications
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