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Brand Messaging

Help PathWays PA * Creating a consistent and compelling brand * Expert advice on how to manage your brand
PathWays PA
Folsom, PA, USA
PathWays PA
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PathWays PA
Folsom, PA, USA

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Cause
Human services
Skills
Marketing Writing

Posted August 20th

Brand Messaging

Project details

What we need
  • Document that articulates in a consistent voice key messages about the Organization’s identity, constituents, mission, and vision
  • Creation of taglines and talking points to help the Organization communicate clearly and concisely
  • Recommendations on tailoring messaging for common communication channels (e.g., website copy, printed marketing collateral, pitching verbally)
Additional details

Recommendations on whether we should make changes to our logo.

What we have in place
  • We currently have a tagline that has been used for several years, which should make it easy for you to get started. We also have an array of marketing materials that include hard copy materials and an online presence, and the ability to provide any other information you need.
How this will help
This project will save us $3,600 , allowing us to move forward with the creation of several new marketing pieces, including letterhead and an updated website.

For years we have been told PathWays PA is one of the region's "best kept secrets". For the growth of the organization, including reaching new donors, the organization needs to increase its profile. One of the key factors in this process is gaining a greater understanding of what our brand message should be to reach three key audiences--clients, donors/potential donors, and staff. The organization has a tagline that it developed but we need to know if it is effective, and how to better integrate it into our marketing.

Project plan

P
Prep: Distribution of Prep Materials
  • Volunteer Manager provides Professional with current marketing materials such as mission and vision statement, annual report, and promotional materials
  • Volunteer Manager sends links to website and social media pages
1
Milestone 1: Information Gathering
  • Professional leads a brand exploration process in order to fully understand the Organization’s mission, vision, target audiences, competitors, brand differentiators, and brand objectives
  • Professional researches competitive landscape and public perception of Organization
2
Milestone 2: First Draft
  • Professional drafts proposed messaging and multiple tagline options
  • Volunteer Manager provides feedback, which Professional incorporates
3
Milestone 3: Final Draft
  • Professional delivers final Brand Messaging document
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About the org

PathWays PA
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Cause
Human services
Posted by
Clayton F
Clayton F.

Volunteer manager

Our mission

PathWays PA's mission is to help low-income women, children, teens, and families achieve financial independence and family well-being.

What we do

For nearly 40 years, PathWaysPA has been helping low income women and families end the cycle of poverty, homelessness and abuse by helping them to move along the path to self-sufficiency.

Each year, PathWaysPA assists nearly 5,000 low income women, children, teens and individuals to achieve economic independence and family well-being through a unique combination of individual and community-based programs.

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