New Logo And Rebranding Proposal

Transcription

New logo and Rebranding Proposal

BackgroundThe Bowling Green Junior Women’s Club is a non profitorganization that was federated in 1968. It’s a member of theKentucky Federation of Women’s Clubs and the GeneralFederation of Women’s Clubs. It’s a group for women ofWarren County, Kentucky, to help improve the community,and families in the community, through volunteerism andPhilanthropy.By supporting the community through service projects such asdomestic violence prevention, poverty, hunger, conservation,and the arts. In 2011, they volunteered in 127 projects and fora total of over 1850 hours, and donated 45,000.

ObjectiveTo create a logo that further builds on the jr. woman’sclub existing brand and name recognition. The logoshould communicate what the jr woman’s club doesfor women and the community. The logo needs to beable to compete with larger organizations in BowlingGreen, as well as with sororities of Western KentuckyUniversity, and with organizations outside of BowlingGreen, KY.

Objectives The logo needs to be something the members of theorganization can proudly stand behind.Communicate the Organization mission.Keep in mind our market(Bowling Green & Surrounding).Make sure the logo appeals to the broad demographic ageof 18-45.Logo needs to appeal to both potential members ,donators, and sponsors.The logo needs to be recognizable within the community.The logo needs be able to have a brand built around it.The logo needs to be modern, but not rely to heavily ontrends on in order to with stand changes.

Research Most logos for organizations like BGJWC of equal orsmaller size uses generic clip art.Organizations like BGJWC of equal or smaller size useofficial seal logos that represent zero personality to thegroup.Bigger Groups like Girl Scouts, Girls and Boys Clubs, usebrighter colors and logos that reflect their mission clearly.Bright colors ,geometric, & abstract shapes are trendy.Logo needs to be strong enough to work independently oftext in order to be effective with branding over the next twoyears.Current logo does not appeal to older demographic ( withinthe group, & potential members) who seek a certain levelof sophistication.

Current Logo

Current Logo

StrategyThe logo design we chose is a flower created with slightly transparent petals indifferent shades of purple. The purple is to keep what branding BGJWC has, andto keep the feel inviting, fun, and appealing to a younger age group. We alsoincorporated the club’s name into the design, which, once a strong communityawareness is built, can be eliminated. The design is clean, not overly complicated, overly simple, or overly trendy, allwhile remaining strong and eye catching. The reason we went with the image of a flower because flowers are feminineand flowers are to be seen, just like the works of the BGJWC. But the image ofthe flower we have created is not overly girly or childish. The see through pedals create a flower, we are trying to communicate a level oftransparency to the group, to help eliminate some of the elitist stigma. Theflower just like the BGJWC is made of many different integral parts that all cometogether to create one thing. We feel the design communicates fun and sophistication, and will helpsymbolize the work that the group does, as well as appeal to the diversedemographic of members, potential members, and that of sponsors.

Next StepsIncorporate the new logo into a branding plan that buildssupport for the new logo.Support would be in the form of the new logo incorporated on. The website Social Media ( facebook and profile pictures.) Flyers Mailers Shirts Event materials Letter head Business cards Banners Membership cards

BackgroundThe purpose of this club is to provide anopportunity for personal development,fellowship and community service withinwomen, ages 18-45.

Strengths Backbone of Bowling Greencommunity.Service projects:- Domestic Violence Prevention- Poverty/Hunger- Conservation & arts2011 Volunteer projects:- 127 projects- 1850 hours- 45,000 donation

Strengths (cont.) Branding: Overall appearance Fun & bright look vs. Generic &outdated Most recognizable philanthropyRecognized as anOutstanding/Notable Woman’sorganization

Weaknesses High school and collegestudents lack motivation to joinorganization.Non members: missingunderlying reasoning of helpingpeople.Hard to navigate website.Difficult organization acronym- To long- Hard to pronounce clearly

Opportunities Expand target market, involvinghigh school and college students.Increasing BGJWC opportunities toreceive recognition and support.Create campaign projects duringMaster Plan at WKU.Partner up with WKU sororities toincrease women volunteersthroughout the college communityMake the homepage morevisualizing appealingWomen’s Wednesday Blog

Threats Membership requirements areconfusing.Similar organizations(sororities)The membership fees couldturn perspective membersaway.Social Media is not up-to-date.The logo is deceiving.The amount of content on thewebsite if over whelming.

Final Objectives Increase Facebook “likes”from 135 to 200 in a 6 monthtime frame (August toJanuary)Gain 20 new members over ayears.Increase donations frombusinesses and individuals by20%Hire one intern for fall 2012,Spring 2013, and Summer2013 semester.

Action s

Intern 10-15 Hours a week from home.Junior or Senior standing with PR orAd major.Will receive college credit.Network representative to gaindonations.Develop a PR campaign for upcomingevents.Run social media feeds: Facebook &TwitterAssist on planning/organizing monthlymeetingsDevelop listening platform

Media Connect through digital andtraditional media.- Newspaper, TV and RadioWomen’s Wednesdays-Highlights of the week prior- Recognize ‘shining’ member ofthe week- Reminds members to check inevery Wednesday

Women Lending a hand: Women helpingwomen.Continue growth of organizationRecruit 40- 60 new women andvolunteers within one year.Master Plan and Sororities

Community The ones coming to our events anddonating their time and monetarydonations. Without them we arenothing.The Community ImprovementProject that will begin in 2012 willinvolve a lot of effort from them.The Duncan Hines Festival raisesmoney given from the community tohelp other non-profits.

Donors They are the ones donating theirtime and donations.Donor prospects should beapproached as “partners” insteadof donors.It is important for the partners tosee the results of what theirdonations.Yearly dinner for those that giveto the organization to show theappreciation of the members.(Local restaurants like Mariahs)

Budget

New logo and Rebranding Proposal. Background The Bowling Green Junior Women’s Club is a non profit organization that was federated in 1968. It’s a member of the Kentucky Federation of Women’s Clubs and the General Federation of Women’s Clubs. It’s a group for women of Warren County, Kentucky, to help improve the community, and families in the community, through volunteerism and .