Virginia Council of Economic Education (VCEE) Brand Strategy

Contributors: Alexis Bass, CS Nerissa Marbury, CBM Ted Stolki Nick Walthal

Brand Strategy & Brand Promise What VCEE stands for

Cultivation

Promoting financial independence from childhood to adulthood Our brand promise

Our Character

Our differentiators

Economic education for the masses • Because managing money is a lifelong tool • Because economics should not be a scary term • Because economic literacy feeds prosperity • Because it creates financially successful people

• • •

Because it increases accountability Because it promotes a healthier marketplace Because it leads to financial independence

personable dynamic thought leader proactive dedicated educator

We believe in teacher education

Educating teachers is the most effective way to provide economic education to the largest number of students

We are specific to Virginia

We help develop smart consumers for a better economy

We make economics fun

We engage students K-12 with interactive lesson plans and annual competitions

The benefits we offer as a promoter of economic education

Donors • Partnership among the

community • Investing in employees early • 501(c)(3) Tax Break

Educators • Lesson Plan Supplement • Advanced Training • Scholarship opportunities

Students • Financial independence • Understanding economies: (local to global) • Reducing the complexity of economics: ability to translate economics

Brand Platform Audience Insight

Brand Platform

Brand Promise

Brand Pillars Reasons to Believe

Brand Character

We live in a global marketplace and people are deficient in understanding economies.

In order for people to become efficient in understanding economies resources must be provided to educators, engaging opportunities created for students and partnerships built within the community.

We’re providing economic education for the masses.

We help create better economic environments for businesses

We generate workforce ready adults

We invest in making children proactive participants in a global economy

We are a resource for parents, educators, and businesses

We live in a global society

personable dynamic thought leader proactive dedicated educator

Positioning Statement

Developing financial

accountability one grade at a time

Logo

VIRGINIA COUNCIL ON

ECONOMIC EDUCATION

Tag Line

VIRGINIA COUNCIL ON

ECONOMIC EDUCATION Promoting financial independence from childhood to adulthood

Business Card & Envelope

Sarah Hopkins Finley Executive Director shfinley@vcu.edu

Snead Hall Room B2145 301 W. Main Street / Box 844000 Richmond, Virginia 23284-4000 804-827-1211 t Fax: 804-828-7215

www.vcee.org

301 W. Main Street Box 44000 Richmond, VA 23284-4000

VI RGIN IA COUNCIL ON

ECONOM IC EDUCATION

Donation Letter CHAIRMAN John M. Carter CHAIRMAN-ELECT Jeffery R. Leopold EXECUTIVE DIRECTOR Sarah Hopkins Finle

[Date]

SECRETARY Susan F. Dewey

[Address of Donor] .BJO 4USFFU "OZUPXO 4UBUF

TREASURE Donald B. Dodson EXECUTIVE COMMITTEE MEMBERS Walter C. Ayers, Sr. Suzanne M. Gallagher Thomas E. Goode J. Curtis Hall Lynne Mallory-Winter James E. Scanlon James P. Scott S. Buford Scott Marsha S. Shuler Jeff D. Smith, III S. Joseph Ward Bruce T. Whitehurst BOARD OF DIRECTORS Yvonne Toms Allmond William C. Bosher, Jr. Kenneth C. Blaisdell John C. Brennan J. Alfred Broaddus, Jr. J. Peter Clements Barry D. Crawford Jo Lynne DeMary Michael Ellerbrock Kevin A. Fastabend Roger L. Frost Bradley H. Gunter Honorable Franklyn P, Hall Samuel L. Hancock Leton L. Hargis C. Randolph Hudgins, III Olin V. Hde Darius A. Johnson Jon C. King Lynne Laube J. Glynn Loope Robert C. Maddux Paul V. McKee E. G. Miller Richard R. J. Morin Austin L. Roberts, III Thomas A. Silvestri I. eese Smith, Sr. Walter A. Stosch Berry L. Thomas J. Wilt Wagner Jane G. Watkins Winston Weaver, Jr.

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Invest in your community and help create a job-ready youth.

With grateful appreciation, </BNF> [Title] PSâ&#x20AC;ŚUse the enclosed insert to make your tax-deductible donation today!

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Branding Supplement

account What’s in it+ ability Every choice has a cost.

Send this form in along with your donation to:

An account is not just where we keep These life lessons birth abilities our money. It’s a narrative.

The ability to be an independent thinker.

Virginia Council on Economic Education The best stories areDonors from our childhood.

The ability to participate in a free •Partnership among the community 301 West Main Street Box 844000 They’re the best because we learned the enterprise society.

By being in control, these Richmond, VA 23284-4000 most from them. •Investing in employees early The ability to make informed decisions •Tax Break / 501(c)(3) costs are kept to a minimum.

These stories translate into life lessons. and choices.

Yes, I want to support

The Viriginia Councilthe onVCEE and promote Economic Educationfinancial (VCEE)literacy among the youth of Virginia! believes accountability is the way to a better financial $25 future for Virginians. $50 $100 $150 Other_________________

Our Mission:

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for you?

VIRGINIA COUNCIL ON

ECONOMIC EDUCATION

Promoting financial independence from childhood to adulthood

To empower Virginia´s K-12 students with knowledge and skills to make informed economic decisions.

More informed citizens make better employees, better consumers and a better Virginia.

Educators

•Lesson Plan Supplement •Advanced Training •Scholarship opportunities

Students

independence on developing VCEE•Financial is focused •Understanding economies •Reducing the complexity of economics: financial accountability ability to translate economics among Virginians.

VIRGINIA

ECON EDUC

301 West Box Richmond, V (804) 8 www.

Branding Supplement

account + ability

VIRGINIA COUNCIL ON

ECONOMIC EDUCATION

Send this form in along with your donation to:

An account is not just where we keep our money. It’s a narrative.

The best stories are from our childhood.

They’re the best because we learned the most from them.

These stories translate into life lessons.

These life lessons birth abilities Virginia Council on Economic Education The ability to be an independent301 thinker.

West Main Street Box 844000 Richmond, VA 23284-4000 The ability to participate in a free enterprise society.

Yes, I want to support The ability to make informed decisions the VCEE and promote and choices. financial literacy among the youth of Virginia! $25 $50 $100 $150 Other_________________

VCEE is focused on developing financial accountability among Virginians.

What’s in it for you?

Send this form in along with your donation to: Donors

•Partnership among the community Virginia Council on Economic Education •Investing in employees early 301 West Main Street Box 844000 •Tax Break / 501(c)(3) Richmond, VA 23284-4000

Educators Yes, I want to support •Lesson Supplement the VCEE andPlan promote •Advanced Training financial literacy among •Scholarship opportunities the youth of Virginia!

What’s in it for you?

Donors

•Partnership among the community •Investing in employees early •Tax Break / 501(c)(3)

Educators

•Lesson Plan Supplement •Advanced Training •Scholarship opportunities

$25 Students $50 •Financial independence Students $100 •Understanding economies •Financial independence $150 •Reducing the complexity of economics: •Understanding economies ability to translate economics •Reducing the complexity of economics: Other_________________ ability to translate economics

VIRGINIA COUNCIL ON

ECONOMIC EDUCATION 301 West Main Street Box 844000 Richmond, VA 23284-4000 (804) 828-1627 www.vcee.org

VIRGINIA COUNC

ECONOM EDUCATIO VIR

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301 West Main St Box 844000 Richmond, VA 23284 Promoting financ (804) 828-1627 www.vcee.org

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