ProgramsSTR 560: Strategic Communication Capstone (Spring B 2024)ProjectsStrengthen Brand identify and Communication Materials

Project Title: Strengthen Brand identify and Communication Materials

National Foundation for Transplants

Details
Project Title Strengthen Brand identify and Communication Materials
Project Topics
Skills & Expertise
Project Synopsis: Challenge/Opportunity
Challenges/Opportunities:
  • A Clear Value proposition to the general public and potential corporate partners 
  • Target Audience identification and Segmentation
    • Marketing email journeys that will help target audiences become advocates for the organization and clearly communicate how to get involved. 
  • Revamping our website so that it reflects what we do as an organization and helps drive donations
    • Optimize it for use with our Google Ad Grant to maximize the use of the grant. 
      • Attract the general audience to learn more about how to support the transplant community and the individuals in it
      • Attract individuals looking to fundraise for their transplant or who just want to fundraise for a transplant cause. 
      • Attract individuals who are researching about transplants 
  • Develop additional marketing materials for the different audiences that could be used to educate on what we do.
    • Medical Providers
    • Social Workers
    • General Public
    • High-Net worth donors 
    • Corporations
  • Identify additional areas where our brand identity could be strengthened with an extremely limited budget
  • Engage non-transplant-associated individuals with supporting the transplant community. 
Project Synopsis: Activities/Actions Required
  • Identify our value proposition within the transplant community.
  • Identify the data needed to get the target audience and segmentations created
  • Understanding of current fundraising methodology and the future desire of the organization
Project Synopsis: Expected Results
  • Increase traffic to the website
  • Clear targetable and segmentable audiences, with personas
  • Marketing and Engagement plans for segmented audiences with the highest potential for supporting the organization
  • Utilization of marketing materials reshared

Project Timeline

Touchpoints & Assignments Date Type

Program Kickoff

 Mar 18 2024 Event

Mid-point Check-in Meeting Notes

 Apr 17 2024 Event

Final Strategic Communications Plan

 May 03 2024 Event

Program Managers

Name Organization
Rowena Winkler Butler University