Group Florida Philanthropic Network Conference 2017 Barbara Bobbie - - PowerPoint PPT Presentation

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

• ther 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

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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. History of ONE by ONE

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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.

History of ONE by ONE

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.

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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.

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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

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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

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"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

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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

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

GOAL:

Ensure that 60% of Hillsborough County’s working-aged population achieves a postsecondary degree or credential by the year 2025.

PARTNERS:

• Hillsborough Community

College

• University of South Florida
• Hillsborough County Public

Schools

• Hillsborough Education

Foundation

• 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 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

COLLECTIVE IMPACT

Q & A

Communication Strategies for the Communicator

Rachel Calderon, Central Florida Foundation Grace Maseda, APR, Helios Education Foundation

Begin At The Beginning: Internal Communications

Crisis Management Gone Very, Very Wrong!

Social Media Training for (M)ost (V)iral (P)opularity

Communications Themes To Explore in 2017?