Brand Road Map

8/14/2019 Brand Road Map

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Strengthening theJewish Federation System

through Brand ManagementFederation Leadership InstituteFebruary 10, 2009


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Todays agenda

1. How brands create value Clear focus on a compelling idea secures revenue

Consistent communication strategies build understanding

Brands managed like business assets

Effective re-branding assets

2. The UJC/Federation System brand

3. Recommendations & Next Steps


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A clear focus on compelling

idea attracts donors


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but like this


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Everything we do defines our brand

Brand

PublicRelations

Advertising

Behavior

Name

Identity /Logo

People

WebPresence

CommunityRelations

InternalCommunications

Environments

Promotional

Material

Products& Support


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What It Is What Its For

Simple

True

3-5 word distillation

Benefit(s) that thebrand promisesconsumers

Heart and soulof the brand

Guide strategic andmarketing decisions

Screen out of brand,inappropriate

marketing activities Employees and

partners understandwhat the brand mostfundamentally means

The definition of a brand idea


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What does this mean for non-profits?

A brand is a relationshipbetween the organization anddonor that secures futurerevenue by establishing

preference and loyalty


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A well-known, trusted non-profit brand

secures donations more effectively

Bill NovelliChief Executive Officer

Dear New Member,

A secure retirement has always been a part of theAmerican Dream. Sadly, that dream is becomingincreasingly difficult to reach for many Americancitizens.

Social Security needs protecting and strengthening.

Many businesses have decided to cut employeebenefits. The cost of health care is skyrocketing.Many seniors have to continue working or must re-enter the workplace only to face age discrimination.And too many Americans are saving too little for thefuture.

GenericNonprofit

GenericNonprofit

We Need Your Help to EnsureYour Retirement Security

Bill NovelliChief Executive Officer

Dear New AARP Member,

A secure retirement has always been a part of theAmerican Dream. Sadly, that dream is becomingincreasingly difficult to reach for many Americancitizens.

Social Security needs protecting and strengthening.

Many businesses have decided to cut employeebenefits. The cost of health care is skyrocketing.Many seniors have to continue working or must re-enter the workplace only to face age discrimination.And too many Americans are saving too little for thefuture.

We Need Your Help to EnsureYour Retirement Security


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The Pink Ribbon brand has a clear

message and strong following


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The Obama Campaign energized its

target audience with one clear idea


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Building Stronger Brands Online

American Cancer Society $ 30,131,986

American Red Cross $157,700,000

Catholic Relief Services $ 15,261,321

National Multiple Sclerosis Society $ 26,200,000

Salvation Army $ 45,964,040

Save the Children $ 15,951,997

United Way of America $140,949,586

World Vision $ 37,100,000

Sizeable online giving being driven by strong brand building & promotion campaigns

Traditional Brands New Brands

Source: The Chronicle of Philanthropy 2006

Annual Online Giving

$13,627,897

$85,124,606

$750,000,000

Source: Official Websites


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A clear focus on compelling idea attracts

donors

A brand is a relationship between the organization and donor thatsecures future revenue by establishing preference and loyalty

Behind every great brand is a great idea

Focused integrated marketing campaigns make a difference forboth traditional and emerging brands


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Consistent communications

build understanding


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United Way of Southeastern Pennsylvania

United Way of Greater St. Louis

United Way of Greater Los Angeles

United Way Brand Architecture


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No matter where you are, your local YMCA

looks and sounds the same

Dallas

St. Louis

Los Angeles

Mission Statement

To put Christian Values intopractice through programs thatbuild healthy spirit, mind and

body for all.

To put Christian principles intopractice through programs thatbuild healthy spirit, mind andbody for all.

To put Judeo-Christianprinciples into practice throughprograms that build healthyspirit, mind and body for all.

Regional Chapter

Local chapterstailor message forgeographicdifferences

Logo


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The Red Cross is consistent, with certain

geographic allowances

New York

Atlanta

Arizona

The American Red Cross, a humanitarianorganization led by volunteerswill provide

relief to victims of disaster and help peopleprevent, prepare for, and respond toemergencies

Your Metro Atlanta Red cross is part of anationwide network dedicated to saving livesand helping people prevent, prepare for

and respond to emergencies.

The American Red Cross, a humanitarianorganization led by volunteerswill providerelief to victims of disasters and helppeople prevent, prepare for and respondto emergencies.

Mission StatementRegional Chapter Logo


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American Cancer Society adopted clear

brand standardsThe American Cancer Society washistorically overshadowed by its events

It adopted brand standards in order tobenefit from their high profile events


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Most MembersMost Members

Most ProvidersMost Providers

Financial StrengthFinancial Strength

#1 Brand#1 Brand

Blue Cross Blue Shield Brand LeadershipThough recognized as the leading Brand in Healthcare industry, itactually consists of 39 independent companies with complexbranding and varied naming


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BCBS Brand Architecture

Primary Branding

Double Branding

Horizon Blue Cross Blue Shield of New Jersey

Wellmark Blue Cross Blue Shield

Single Marks

Blue Cross Blue Shield of Florida

Blue Cross Blue Shield of Michigan

Blue Cross of Idaho

Blue Shield of California


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Consistent communications build

understanding

Consistency in what you say: successful federation brandscommunicate a common mission

Consistency in how you look: successful federation brands go tomarket with one dominant logo

Brand consistency extends to product and event branding

This consistency helps strengthen leadership position andincrease fundraising power and ability


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Re-branding initiatives

can successfully unite

federated systems


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Americas Second Harvest historically

lacked a cohesive identity


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The 08 re-brand united over 200

organizations under new identity


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The organization is currently migrating

both system and local brands

System brand migration:

Local brand migration:


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Re-branding initiatives can successfully

unite federated systems

Research showed the Americas Second Harvest brand was notmaximizing its impact for the organization

To increase the brands value to the organization, AmericasSecond Harvest adopted a new identity for all local chapters to

implement

The local chapters are currently in a migratory process toimplement the new Feeding America name and identity


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Todays agenda1. How brands create value

Clear focus on a compelling idea secures revenue


Brands managed like business assets

Effective re-branding assets




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How does the

UJC/Federation System brandperform in this context?


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UJC/Federation system increasingly faces

new challenges

Declining and aging donor base

Higher mobility of population

Economy in decline

Stronger branding efforts by leading nonprofits

Increasing use of online fundraising

Increasing competition for share of wallet and mind


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Steady Donor Decline Over Two Decades

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

Donors (U.S. Only)

813,903

491,115

Source: UJC Progress Report


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Mobility presents additional challengesPeople who recently moved to a new community:

less likely to be familiar with local Jewish Federation

less likely to be contacted by local Jewish Federation

less likely to give $ to local Jewish Federation

Source: Sid Groeneman and Tom Smith, The Impact on the Jewish Community of Jewish Geographic Mobility


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0%

20%

40%

60%

80%

100%

'08

0%

20%

40%

60%

80%

100%

'08

0%

20%

40%

60%

80%

100%

'08

Brand Research provided key brand measures

0%

20%

40%

60%

80%

100%

'08

569524

599

0

200

400

600

800

'05 '06 '07

7%

BrandMeasurement Dashboard

SatisfactionBrand

AwarenessBrand Affinity Growth Renewal Recommendation

(thousands)

76%

31%

83%66%

0%

10%

20%

30%

40%

50%

'08

UJC 11%

Federations 41%

UJA 38%


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Other

Federation

2072.06Goodwill Industrious International

0.55

0.65

0.65

0.65

0.660.67

0.69

0.75

0.76

0.80

0.82

0.97

1.08

1.96

2.16

2.62

3.71

4.09

4.27

2002 Revenue (billions)

Feed the Children

90Easter Seals

302YWCA of the USA

44Volunteers of America

300Girl Scouts of America300Boy Scouts of America

125Planned Parenthood Federation of America

2,100Habitat for Humanity International

Fidelity Investments Charitable Gift Fund

Gifts in Kind International

14American Cancer Society

71The Nature Conservancy

3,300Boys & Girls Clubs of America

157United Jewish Communities

Salvation Army

179Catholic Charities USA

1,400United Way of America

940American Red Cross

972National Council of YMCAs

# of AffiliatesOrganization

Of the largest, UJC is the only federated

system with misaligned branding16 of the largest 20 non-profit organizations are based on a federation model


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Brand Audit: Many faces to the public


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Jewish Federation of geography

GeographyJewish Federation

____/Jewish Federation of geography

Jewish Community Federation of geography

United Jewish Federation of geography

87% of Federations

73.7% of Total Donors

69.9% of Total Gift Value

United Jewish

Communityof geography

UJA Federationof geography

2% of Federations



Unique Names

7% of Federations



4% of Federations



*Figures represent 2006 Annual Campaign

136

10

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4

Implicit Naming Consistency Has Emerged


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Todays agenda1. How brands create value

Clear focus on a compelling idea secures revenue


Brands managed like business assets Effective re-branding assets




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CommonNaming

Architecture

CommonProduct

Naming

One Brand(name and mark, etc.)

LiveGenerously

e.g:

___/JewishFederation ofgeography

e.g:

___ AnnualCampaign,

__Foundation

New visualrepresentationof commonbrand attributes

e.g:

United Way ofgeography

Red Cross ofgeography

e.g:

Habitat forHumanity

Broadfederationparticipation indicates unmetneed

Insufficient toestablishing

effectivecontinentalbrand

Preservesbrand equitiesbuilt up inlocalcommunities

Almost 90%already do

Building blockof commonbranding

Aligns wellwith UJCmission

Reinvigoratescore product

Visual isstrongestelement of brandidentity highestrecall andprovides forstronger brand

protection Significant

impact on localfederationbranding

Clearest brandarchitecture formore mobilepopulation

Significantimpact on localfederation

branding

Very effectiveat raisingrecognition

Significantimpact onlocalfederation

branding

System Branding Options

Consistent continental branding

CommonTagline

Common

Mark

Consistent

Naming


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Benefits of Common Branding

Jewish Federations would benefit from:

1. Continental advertising of Federation system value and needs,

raising its awareness, stature and appeal

2. Greater exposure and leverage from PR media activities, bothlocally and continentally

3. Stronger recognition and awareness for mobile segment ofpopulation

4. Better economies of scale for marketing best practices,

templates and tools

5. More effective promotion and enabling of online fundraising


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Recommendations

1. Build a continental brand strategy based on a compelling idea

2. Adopt a common naming architecture to strengthen ouridentity across the world

3. Rebrand UJC to clearly reflect the Federation naming

4. Plan a clear path to transition to the new identity

5. Brand common product line, starting with the annual campaign


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Federation migration toward common naming architecture willoccur over 18 months period:

The Federations would migrate toward

new naming architecture


____ Jewish Federation of geography

____ / Jewish Federation of geography

____: Jewish Federation of geography

Jewish _____ Federation of geography


GeographyJewish Federation

____/Jewish Federation of geography

Jewish Community Federation of geography

United Jewish Federation of geographyUnitedJewish

Communityof geography

UJA Federationof geography

Unique Names

Now 18 months


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The new name will clearly and succinctly communicate itsalignment with Jewish Federations continentally:

New UJC name will align with Federations

Jewish Federations of North America

Association of Jewish Federations of North America

United Jewish Federations of North America


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Brand Strategy Development: Next Steps

General Assembly

BRAND DEVELOPMENT

2009 2010

BRAND LAUNCH BRAND BUILD

Board Meeting Board Meeting Board Meeting


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Brand Strategy Development Details

Development and testing of continental Branded messages

Development of Brand Architecture system, new logo, visual guidelines, etc.

BRAND DEVELOPMENT (6 months)

BRAND LAUNCH & MIGRATION (6 - 18 months)

BRAND BUILD (18 months +)

Integrated, multi-media communications plan and creative development Focused Public Relations and Events Planning

Internet Media Placements and Web-based communications - SEO, banner ad development

Comprehensive PR

Broad Media Placements (Radio, Print, TV)

Leverage system scale in continental media buy


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Adam J. SmolyarSenior Vice President

Strategic Marketing & CommunicationsUnited Jewish Communities

(212) 284-6505

[email protected]


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Q & A


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Brand Strategy Development Details

Development and testing of continental Branded messages

Development of Brand Architecture system, new logo, visual guidelines, etc.

BRAND DEVELOPMENT (6 months) $475k

BRAND LAUNCH & MIGRATION (6 - 18 months) $950k

BRAND BUILD (18 months +) $1M+

Integrated, multi-media communications plan and creative development Focused Public Relations and Events Planning

Internet Media Placements and Web-based communications - SEO, banner ad development

Comprehensive PR

Broad Media Placements (Radio, Print, TV)

Leverage system scale in continental media buy


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Appendix

E i d M k i S d f F d i


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Estimated Marketing Spend for FederationSystem (extrapolation from 77 Marketing Survey responses)

Estimated Marketing

Expense = $24.8MM

$1.6MM

$3.8MM

$4.5MM

$14.9MM

Large Large-Intermediate

Intermediate Small

Distribution by Marketing

Channel

8%

12%

17%

20%

13%

30%

Events Web/Online

Direct Mail Collateral

Public Relations Other

Source: Extrapolated from Marketing Directors Survey 77 Responses

Brand Road Map

Documents

Transcript of Brand Road Map