LIFE ONTRAKMAY 7, 2017

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Life OnTrak dedicates themselves to helping individuals and families achieve stronger financial outcomes, particularly in underserved communities. They provide financial services to low-income individuals and families: Financial Counseling, Financial Coaching (financial counseling & life coaching hybrid), and Credit & Debt Counseling.

life ontrak

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With Life OnTrak’s shift to the Sacramento market, building relationships with larger partners (i.e., banks, credit unions, and other nonprofit organizations) would help sustain and grow the nonprofit model and, in turn, help Life OnTrak reach a larger audience and serve more people in need.

The FREEThink team conducted a brand audit and determined a rebrand was necessary to reach this new primary B2B audience. The team developed new messaging, brand identity and an aesthetic that speaks to large partners capable of helping the organization grow.

rebranding

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FREETHINK TANK logo exploration

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IDENTITY logo & logo/tagline lockups

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IDENTITY color palette

Cool hues with a punch of fun. A deep blue says: Rescue, Trust, Contentment, Ambition, Sincerity, Responsibility, Integrity.

A hybrid of blue and green says: Steady Growth, Restoring Confidence, Sanctuary, Determination.

When possible, don’t use a solid black for supporting elements; instead, use an 80% tint of black to soften the message.

C:100 M:82 Y:28 K:13R:25 G:66 B:117

#194275

C:0 M:0 Y:0 K:80R:88 G:89 B:91

#194275

C:83 M:15 Y:68 K:2R:0 G:155 B:119

#194275

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Helping You Build Financial IndependenceFinancial Coach | Financial Counselor | Credit Counselor | Student Loan Counselor

Helping You Build Financial Independence

IDENTITY business cards

When developing the business card, we were careful to keep the audiences of Life OnTrak in mind. The audiences of financial funding organizations, such as banks, credit unions and corporate foundations, as well as potential NPO partners, tend to collect large amounts of business cards. Organizationally, they keep them in rolodexes or large stacks. Because most business cards are horizontally oriented, we recognized it would be beneficial to follow this same format for the Life onTrak business card as well, so recipients would not have to rotate the card. This would minimize any difficulty of reading.

In addition, we developed two variations on the business cards, keeping the same front and changing the content listed on the back. Our two variations highlight the differing needs and viewpoints of the separate audiences.

The first back option, highlighting the slogan, succinctly describes the mission of Life OnTrak as a NPO that banks and credit unions might provide funding to. It ties into what the funding can achieve and the impact it can have.

The second back option targets the consumer audience by showcasing the Life onTrak’s capabilities and services. The primary goal is to provide services to consumers in order to improve their financial situation, so detailing the specific services offered is important.

A

A

B

B

BACK OPTIONS

COMMON FRONT

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WEBSITE visual refresh

Using the updated logo and color palette, we adjusted the look and feel of the website to appeal to a more professional audience. The look was streamlined to allow for easy reading and flow. At the top, a new “hero image” was added to create some visual appeal, complete with a distinct call to action. The colors created a new polished and professional feel to appeal aesthetically to the new B2B audience. Partner and other organization logos completed the appeal by creating a sense of public gratitude for the contributions these organizations have given to the Life OnTrak mission.

BEFOREAFTER

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WEBSITE messaging refresh

Following a brand messaging audit and adjustment, we utilized the conceptual framework and message developed to plan a foundation for the website content. The content and structure was streamlined to allow for easier user comprehension.

The tone was altered to target our new primary B2B audience, adapting the more consumer/client focused language to now appeal to potential donors/funding organizations and partners. The goal was to succinctly explain the questions of “who,” “what,” “where,” and “why,” while giving key calls-to-action throughout the messaging. Language was adjusted to be professional yet approachable, inspirational and empowering, and personal to the user and their concrete goals.

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WEBSITE

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WEBSITE2 3

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WEBSITE

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SOCIAL MEDIA facebook profile

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Simplified to compliment the website and visually updated.

MARKETING / COLLATERAL brochure

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MARKETING / COLLATERAL powerpoint template

Credit & DebtEducation

Credit Education | Budgeting | Debt Management | Financial Coaching Credit Education | Budgeting | Debt Management | Financial Coaching

The most important thing for a young adult is toestablish credit, a reputation, character.”

John D. Rockefeller

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marketing, outreach & social media

recommendations

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MARKETING DEVELOPMENT future recommendations

COLLATERAL MATERIAL DEVELOPMENT• Flyers at partner locations for “on-call” services

• Leave-behinds to give out along with business cards (provides more information about the Life OnTrak mission and model)

• Financial assistance and “quick take” brochures and flyers for partners to provide those they serve

• Booklets with more information that the brochure provides (while a website is a good place to have more in-depth information, some clients are very old-fashioned and like a more tangible source for their detailed information. This could include detailed testimonials, program guides, etc.)

• Social Media “badges”: These are images that usually have copy/content in them, along with a stock image on the side. (ex. below)

TIP: An easy and user-friendly way to create any of these is in Canva. They have templates for many of these, ready to go.

PROGRAMS & SERVICES MATERIALS DEVELOPMENTMore materials in the “programs and services” section that allow partners to better understand what each workshop/training offers

GIVEAWAYSGiveaway materials for clients with the tagline: “Get your Life OnTrak”

• Phone case wallets

MICROSITEMicrosite built into website with a more “client-facing” feel

• Tips, tricks and tools for clients to use

TESTIMONIAL DEVELOPMENTLonger-form, in-depth testimonials

MORE VISUAL MEDIA• Photos from your work

• Short videos of the organization

• Short “tips” videos that are easily sharable

• Video clips from trainings/workshops to post on social media and your website

WEBINAR WORKSHOPS & TRAINING

Offer your services online without requiring you to travel large distances — GoToMeeting.com, Zoom.us

EMAIL MARKETING• Newsletters (quarterly)

- Sending these out to partners and funding organizations to allow them to see the progress you have made and how their collaboration has impacted others

• Direct response emails

- Emails sent out when people/organizations donate with direct information about how their contribution will help others

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OUTREACH PLAN strategies & targets

Two main strategic plans will need to be implemented (note: there is some overlap between the target audiences that will be reached).

FUNDING DEVELOPMENT PLAN

Strategies:

• Apply for grants with local corporate and bank foundations

• Reach out to large fundraising groups for more individual fundraising

Targets: The following types of organizations were chosen based on several factors, including funding potential, past grantees/partners, and Sacramento locality.

• Corporate Foundations

• Local Banks and Credit Unions

• Local Foundation Organizations (i.e., Sacramento Community Foundation)

• Large Veterans’ Service Groups

• Educational Centers and Colleges (i.e., California Community Colleges system)

• Financial Literacy Centers and Organizations

• Family Services Foundations

• Local Chamber Organizations

• Fundraising Chapters

PARTNERSHIP PLAN Strategies:

• Utilize existing relationships and partnerships to connect with new potential partners in the Sacramento Area

• Identify new local partners and pitch to them a concrete plan and goal

Targets: These organizations were chosen based upon their connection to economically disadvantaged communities, current service offerings, and Sacramento locality.

• Youth Outreach Groups

• Colleges

• Financial Literacy Centers or Organizations

• Veterans’ Services Groups

• Low-Income Services Centers

• Family Service Groups

• Community Improvement Groups

• Economic Development Agencies

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OUTREACH PLAN timeline

This timeline is an accelerated look into the methodology in reaching out to partners and funding organizations in the Sacramento area. The timeline can be adjusted as needed.

JUNE–JULY 2017Relationship Mapping: Developing a list of current partnerships and personal resources that could be leveraged to develop relationships with new partners (who do you know, and who do they know?)

Research: Organizing a list of potential financial sponsors and new NPO collaborators for initial outreach. Prioritize organizations:

• Where you have existing connections

• That currently fund NPOs that reach out to low-income communities (and therefore can be used as a connection to future partners)

• That have significant resources and/or staff for training purposes (to limit both Life OnTrak financial and labor resources needed)

• Where relationships can be expanded upon in the future (i.e. national organizations with local outfits)

Grant research: Find out what grants are available from organizations who could fund Life OnTrak

• Find out deadlines first (if deadline has passed, make sure to note the date for the next year)

• Collect materials needed for the application requirements

• Collect contact information for the organization providing the grant (to reach out to them in the future)

AUGUST–SEPTEMBER 2017Pitching Strategy Development: Different partners and funding organizations will have differing goals and requirements for Life OnTrak. For the most important organizations to reach out to, developing specific pitching strategies will help frame Life OnTrak’s goals and mission for the audience being reached. For example, when trying to appeal to organizations for financial support, emphasizing how their contribution help us and our mission helps others in a very personalized way empowers them to feel like they are truly making a difference. For partners, emphasizing how Life OnTrak can support their mission and goals incentivizes them to develop a relationship that is beneficial to them.

• Mission: To serve low-income individuals and families to empower them to achieve financial stability. Life OnTrak is a 501(c)3 nonprofit organization that has served the Greater Sacramento Region since 2011, providing financial coaching and training and credit education through our local partners who work with economically disadvantaged individuals.

• How you can help (funding organizations): “Your generous contribution can help us provide our programs and services directly to economically struggling people the opportunity to develop financial knowledge and independence. You can empower everyone to succeed financially for life.”

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OUTREACH PLAN timeline (con’t.)

• How we can help you (partnerships): “We [Life OnTrak] know your mission to (X) changes lives in so many ways. Our workshops and trainings can give you even more ways to serve those you already do every day. We believe financial independence is an important component of bettering the lives of others, and we hope you do, too.”

• Comprehensive Collateral Materials: Many organizations like to see something more physical to both legitimize the organizations they want to work with and help them visualize the model and impact of the organizations in question. It is important to have these materials be as professional and explanatory as possible. These materials can include:

- Brochures

- Business Cards

- Leave Behinds

- Website

- Social Media Platforms

- Flyers

- Booklets

Initial Outreach Phase: Reaching out using any contact information available (Cold calls first, then emails)

• Provide a short explanation of who you are, what you are looking for, and how they can help

• provide necessary and relevant collateral materials for their viewing

Grant Applications: Apply for any grants available

• Make sure, if applicable, reach out to the organization using any contact information you have available. Let them know that if they would like to see Life OnTrak in action, they easily can.

OCTOBER–DECEMBER 2017Outreach Solidification Period: Continue to reach out to the potential organizations and strive to develop a relationship with them.

• Offer them concrete goals and paths they can take with you to help you strive to reach their goals.

• Strive to find out as much possible information about them as possible (i.e. how much funding can they offer, what does their model look like, how many people can they help reach, do they have a location you can use, etc.)

DECEMBER 2017 & BEYONDRelationship Maintenance: Cultivating and strengthening these relationships requires significant outreaches of gratitude. Let them know continually how they are helping people in direct and personal ways. This includes:

• Providing testimonials of people they have helped

• Offering them frequent thank you’s (emails, handwritten letters, end of the year updates, and more)

• Broadcasting congratulations of how they have helped you (on the website, on social media, on collateral materials, and through more traditional media like blogs and potentially earned media)

• Assessing how they feel about the program and what needs they want met from Life OnTrak

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OUTREACH PLAN where to begin

• American River Bank

• Bank of the West

- Corporate headquarters: San Francisco

- Charitable Investments Program – particularly for low & moderate income individuals and communities

- Investment request are granted based on the nonprofit organization’s ability to meet the bank’s charitable giving criteria

- Actively grants charitable investments to communities in 19 states

• Community 1st Bank

• River City Bank

- Corporate headquarters: Sacramento

- Valued member of the community – partners with non-profit charitable organizations to improve the community

• Tri Counties Bank

- Corporate headquarters: Chico

- Long history of investing in the financial success and well-being of the community and is committed to making a positive impact in the communities of which they do business

- Works with veterans, low-income and minority organizations

• Union Bank of California

- Corporate headquarters: San Francisco

- MUFG Union Bank Foundation proactively invests in low- and moderate-income communities

• SAFE Credit Union

• Golden 1 Credit Union

FUNDING PARTNERS – CREDIT UNIONS/BANKS

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SOCIAL MEDIA strategic recommendations

GOALS

• Build Sacramento base

• Provide tools to empower individuals for financial independence

AUDIENCES

• Partners and Funders

• Consumers

VOICE

• Professional, yet approachable

• Politically neutral; err on the conservative side

• Call-to-Action = Donate; Work/partner with Life OnTrak

• Facebook: 80% B2B; 20% B2C

• LinkedIn Company Page: 100% B2B

HOW & WHY

• Be consistent

• Why do funders want to work with you?

• Market your/the organization’s experience and background

• How do you empower individuals?

• B2B:

- Explanation of how Life OnTrak helps people

- Statistics & Charts

- Testimonials / End Results

- Shared relevant posts from partners — United Way, etc.

• B2C:

- Use motivational quotes & images sparingly

- Testimonials — quotes & photos of clients’ success stories

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POST TOPIC IDEAS

• Finding free money tips — daily tips for putting money in your pocket

• Track your spending, Wants vs. Needs

• Four steps to good-recording keeping habits

• Financial Spring Cleaning Tips

• Using your credit card wisely

• Article links (relevant to finance field)

• Building Your Credit Wisely

• Staying on budget

SOCIAL MEDIA post topic ideas & sample posts

SAMPLE POSTS

• We don’t believe in temporary solutions — we want to empower individuals so they can be financially stable and independent.

• Life OnTrak has helped over 2,000 people lead better financial lives. Contact us today to see how we can work together!

• We help people set goals and hold them accountable for their financial decisions. Together, we help build healthier financial futures. #LifeOnTrak

• Tracking Your Spending: Keeping a budget will show the leaks in your spending habits. #LifeOnTrak

• Wants vs. Needs: Recognize an impulse buy when you see it and remember your essential buying needs. #LifeOnTrak

• Here’s how #FICO scores are calculated:

• How did you develop your financial habits? Tell us in the comments below! #MoneyHabits

• Learn how we help individuals get their financial #LifeOnTrak at lifeontrak.org.

• A good rule of thumb is to keep your balance between 1-20% of the limit and no more than 60% of the limit. #MoneyTip #LifeOnTrak

• Accumulating three months of savings or achieving self-sufficient income takes 9-10 months on average. Contact us today to see how you can streamline your debt-to-income ratio! #DebtFree #LifeOnTrak

• What are spending leaks? How does credit affect spending? Learn how to explain these to your members and more at our upcoming educational training. Contact us for more details. #LifeOnTrak

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SOCIAL MEDIA additional advice

FREE STOCK PHOTO SOURCES

• http://www.prdaily.com/Main/Articles/df949aac-2234- 4acb-bf33-cc8eaf72286d.aspx

• https://blog.snappa.com/free-stock-photos/

• https://blog.hubspot.com/marketing/free-stock-photos#sm.0001omu5iw14uddiiu3wvptbdwr11

SOCIAL MEDIA MANAGEMENT

• For efficiency, use a Social Media Management program like Hootsuite (hootsuite.com)

LINKEDIN

• Make a company LinkedIn page for Life OnTrak as a nonprofit organization

• Can link back to your personal profile where you can mention your experience as a Real Estate agent, etc.

BLOG

• Maintain a blog — Expand Nerd Wallet Blog and/or make a blog tab on the Life onTrak website

• Actual blog posts that include free financial info (this helps with SEO/search engine rankings)

• Can outsource blog posts very cheaply from freelance writing websites like upwork.com, guru.com, contentrunner.com

thank youaafsacadclub.com/freethink-2017-recap