Brand Messaging

San Francisco, CA, USA
Posted by
Madeleine L.

Executive/Artistic Director

Posted Date
Aug 28, 2018
Virtual volunteer opportunity
Impact statement
This project will save us $3,600 , allowing us to effectively communicate with different audiences and engage more donors, so that we can expand our programs to meet intense community demand.

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

QWOCMAP wants everything we do to embody our values; we do our best to walk the talk. If you know how to translate values into great messaging, that would be amazing!

What We Have In Place
  • We currently have a draft brand game plan and a draft brand framework, which should make it easy for you to get started. We also have campaign materials, brochure, and lots of visually stunning collateral from over the years, and the ability to provide any other information you need.
How This Will Help

Storytelling is key to our mission. We've nurtured 425 films. But we're not great at telling our own story as an organization.

We want our brand messaging to convey what people feel when they engage with our core artistic programs (as per anonymous surveys): "warm community," "I love the welcoming atmosphere," and "everyone was so kind loving and inviting!"

We know that if we can convey that sense of safety, welcome, and inclusion that leaves no one out, we can garner more support for our work and our community.

Project Plan

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
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
Milestone 2: First Draft
  • Professional drafts proposed messaging and multiple tagline options
  • Volunteer Manager provides feedback, which Professional incorporates
Milestone 3: Final Draft
  • Professional delivers final Brand Messaging document
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About The Org

Our Mission

QWOCMAP uses film to shatter stereotypes and bias, reveal the lived truth of inequality, address the vital, intersecting issues that concern multiple populations, and build understanding and community around art and social justice.

QWOCMAP's vision nurtures filmmakers as artist-activist leaders for social change.

What We Do

QWOCMAP creates, exhibits, and distributes high-impact films that authentically reflect the lives of queer women of color (cisgender & transgender), and gender variant and transgender people of color (of any orientation), and address the vital, intersecting social justice issues that concern our multiple communities.

In 2000, we launched our free Filmmaker Training Program with the goal to nurture LBTQ people of color filmmakers as artist-activist leaders for social justice. This award-winning program provides free, professional, artistically rigorous filmmaking workshops that equip participants with concrete technical skills, practical artistic knowledge and tangible leadership tools. It has nurtured the creation of 425 films and lead U.S. production of films by, for, and about the population we serve: African Descent/Black, Asian, Chicanx/Latinx, First Nations/Native American/ American Indian/Indigenous (Two Spirits), Native Hawaiian & Pacific Islander, Southwest Asian, North African/Arab, Middle Eastern, Muslim, South Asian (SWANA/AMEMSA), and Mixed-Race lesbian, bisexual, queer women (cisgender and transgender), and gender nonbinary and transgender people of color (of any orientation). For 18 years, it has fostered equity in film as the only media arts organization in the nation, and the first of four in the world, that actively invests in, develops, and nurtures, the creativity and leadership of LBTQ people of color.

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