Wimberly 10 4 1_Final

Our family. Our foundation. Our future.

A NOTE FROM THE

DESIGNER

Jasmine Wimberly

Focus,

Family

Oriented

Community Their goal to protect and support their

United Strong, Inc., is the only community- community in a time of need has become more based organization that is passionately devoted and more difficult due to the lack of funding and to protecting the victims of chemical dumping in awareness.

Tallevast, Florida who do not have the resources

I have volunteered with the organization

to relocate or provide for themselves in an era of before and I have gotten to know the Board low economics and humanity is suffering. The Members very well over the years. The passion National Council of Nonprofits stresses not-for- they have for their community is unlike anything profit organizations need to “cultivate a culture I’ve ever seen other than in the movies. This of accountability and transparency” to win the organization has the drive and the vision, but public’s trust (Chmielewski, N.D.).

when paired with the suggestions made in this

In the past the Focus Group was recognized proposal they just might reach their goals sooner

as the small community-based organization in than later. litigation against the corporate giant, Lockheed

The purpose of this proposal is to

Martin, in pursuit of retribution for physical, comprehensively assess a local, fledgling notemotional and property damages. Post the legal for-profit organization, Focus Inc., and reveal disputes the non-profit has been practically the organizations strengths and vulnerabilities, inactive.

as well, as propose solutions as to how they can set themselves apart from other local agencies.

TABLE OF CONTENT ONE | RESEARCH Organizational Background ... . .. . .. . .. . .. . .. 08 Sizing Up the Competition .. . .. . .. . .. . .. . .. . .. 12 Mission Statement ... ... ... ... ... ... ... ... ... ... 13 Vision ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 13 Brand Positioning ... ... ... ... ... ... ... ... ... .. 13 SWOT Analysis ... ... ... ... ... ... ... ... ... ... .. 14 Target Market ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 16 Social Media Analysis ... . .. . .. . .. . .. . .. . .. . .. 19

TWO | BRAND DEVELOPMENT New Logo Development ... . .. . .. . .. . .. . .. . .. 22 Moodboard ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 24 Key Words ... ... ... ... ... ... ... ... ... ... ... ... ... 25

THREE | STYLE GUIDE Brand Value ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . 28 visual Idenity ... ... ... ... ... ... ... ... ... ... ... ... 29 Visual ID in Pieces .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 30 Color Palette ... ... ... ... ... ... ... ... ... ... ... ... 32 Proper Usage of Logo ... . .. . .. . .. . .. . .. . .. . .. 34 Font Treatment ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 36

FOUR | DESIGN APPLICATION Promotional Product Applications .. . .. . .. . . 40 Signage ... ... ... ... ... ... ... ... ... ... ... ... ... .. 41 Website .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . . 42 Social Netowrking Pages ... . .. . .. . .. . .. . .. . .. 43 Mobile Assesibility .. . .. . .. . .. . .. . .. . .. . .. . .. . . 44 Promotional Drinkware .. . .. . .. . .. . .. . .. . .. . . 45 Warrior Wear .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . . 48 Staff Apparal... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . 49 Stationery... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . 50 FIVE | CONCLUSION Credit and Sources ... . .. . .. . .. . .. . .. . .. . .. . ..

52

RESEARCH ONE | RESEARCH Organizational Background ... . .. . .. . .. . .. . .. 08 Sizing Up the Competition .. . .. . .. . .. . .. . .. . .. 12 Mission Statement ... ... ... ... ... ... ... ... ... ... 13 Vision ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 13 Brand Positioning ... ... ... ... ... ... ... ... ... .. 13 SWOT Analysis ... ... ... ... ... ... ... ... ... ... .. 14 Target Market ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 16 Social Media Analysis ... . .. . .. . .. . .. . .. . .. . .. 19

|6|

Focus’s brand is not about the design elements it’s all about the organization’s personality.

|7|

ORGANIZATIONAL

BACKGROUND renewable funding; they currently have neither.

the lack of supports staff and addressing the lack of

initially

As an organization representing a small township

funding.

established to protect and lead a small community

of over 300 citizens, they are grossly under funded

through tough years of litigation, community

and are suffering from a lack of support in all areas.

and donor participation, Focus, Inc. needs to

planning and health awareness. Although the

With more money and both, internal and external

concentrate on how they are represented and how

community-based organization has had their day

support, Focus, Inc. as a business can finally get off

they communicate with everyone - residents of

in court, they still have big challenges ahead, such

the ground.

the community, past employees, their families and

as introducing a health-conscious, environmentally

The Focus, Inc. Group has a vision for their

potential philanthropic organizations. Building on

sustainable lifestyle to their effected community.

organization, but their legal battles have become the

the relationships they currently have with other

Early in 2003 a Tallevast community member

face of their organization. The group needs to revisit

community groups, political figures and corporate

discovered that a local beryllium plant site was

their mission and vision statement and redefine who

sponsors could provide the organization with more

being inspected to gage how far contaminants had

they are and what they are trying to accomplish. They

opportunities to gain support and donors.

reached beyond the building’s property. Until now

are missing important accompanying essentials,

this was a well-kept secret from the community.

such as a logo, a website and other supporting

whose nucleus is environmental protection centered,

These citizens have been exposed to environmental

elements that contribute to a corporate identity.

Focus, Inc. is different because they envision a fresh

pollutants that put them at more of a disadvantage

The plan of action is to build on their current

take on sustainable, green and holistic living and

than the average person. To introduce a community

reputation. The organization can begin to evolve

are redefining the standards of medical treatment

development plan capable of serving the specific

by clearly identifying and stating the new mission,

and preventative health care.

needs of this community Focus, Inc. will need

developing a cleaner web presence, give thought to

resources such as a strong supporter base and

custom printed and promotional materials, address

The Focus group, Family Oriented Community

United,

Strong,

Incorporated,

was

|8|

As a strategy to increase public awareness

Although there are numerous organizations

|9|

Focus, Inc. currently holds a 501(c)(3)

elements within building a brand’s visual identity.

chosen for this organization needed to reflect a

status, however they could take advantage of the

Currently Focus, Inc. does not have a visual identity.

warm, welcoming and comfortable environment.

opportunities given to corporations that operate

Things like choice of font, color palettes, motifs,

Along with a new logotype design Focus, Inc.

under the 509(a)(2) status. The 509(a)(2) exclusion

and patterns are all extremely important choices

will have a set of new corporate symbols that

is generally available for organizations that receive

that need to have much of thought put into them

corroborates their character.

few gifts or grants, but which normally receive their

(Snowflake Creative, 2011). All of the other visual

support from fees for services such as admissions or

elements will derive from the logo and the color

and audio recordings can be uploaded to sites like

sales of material supporting their exempt function

scheme therefore the color and typography choices

Youtube and the media page on the website, creating

(IRS, 1999).

need be thoughtful and theme appropriate.

easy access to potential contributors and local

Focus, Inc. will want to provide a visual

media looking for information on the organization

greater now that this organization is progressing to

extension of their relationship with the community;

and the cause. A successful organization should

the next step, rebuilding the community. Another

therefore, they want to visually project a light,

remain visible to the community and use local

option available to them is to establish an Operating

friendly, clutter-free, well-organized logo with clear

media for public announcements of donations and

Reserve and an endowment fund. An endowment

representation of who they are and whom they are

updates on projects.

helps diversify your organization’s income and

representatives of. The color strategy should covey

reduces

Nonprofit

the same feel and the body copy of all their printed

come. By redesigning their logo, introducing a new

Charitable Orgs, 2012). Although operating with

media and web presence should have the same

color strategy and creating new visuals Focus will

a community foundation is not a new concept to

voice.

finally have a proper identity.

larger cities, it’s becoming more popular with the

smaller townships.

themes are hindering Focus, Inc. from having the

corporate identity they deserve. The color palette

The need to become financially stable is

your

dependency

(Fritz,

Consistency is one of the most important

The lack of a consistent brand visuals and

| 10 |

As an addition to the new website video clips

This solution will fit Focus, Inc. for years to

| 11 |

SIZING UP THE

COMPETITION

| 12 |

MISSION STATEMENT

To protecting the victims of chemical dumping in Tallevast, Florida who do not have the

resources to relocate or provide for themselves.

VISION

Focus will establish a safe and healthy environment for residents. A new community base

where homes will be sustainable and eco-friendly, health care will be a community collective initiative and every resident will have access to a revolutionary health facility that specializes in their special needs.

BRAND POSITIONING

For local Tallevast community members, potential volunteers and donors, the Focus

organization has established a relationship built on trust and reputation. Focus’s sole purpose is to improve the quality of life for community residents, in the areas of health, finance and their overall lifestyle in general. Focus will introduce community assistance programs that will address housing, introduce accessible health-care treatment and promote financial wellness. The non-profit is dependable, reliable and trustworthy and has made a commitment to act in the best interest of the community by protecting the residents as well as the land they live on.

| 13 |

SWOT ANALYSIS STRENGTHS

PILOT PROGRAMS | The experimental medical monitoring and treatment center and model

community F.O.C.U.S. is designing is going to attract interest groups, investors and other contributors because sustainable living is an increasingly popular concept. Due to this community development project being a prototype, they can make the plans fit their needs.

BUILDING RELATIONSHIPS | Due to their legal proceedings, they have developed relationships

with many influential people outside of the community, media outlets, and political figures who are willing to volunteer their time, expertise and connections.

WEAKNESSES

SMALL ORGANIZATION | The organization’s board is a small one and a majority of the work

is done within the members of this board. It could potentially be easy for them to get overwhelmed and burned out quickly. They need a small support staff to help with the everyday activities so they can concentrated on the bigger objectives.

LITIGATION | The organization was created because of the community’s need to be protected and

defended. They initiated the process of creating a visual identity but quickly became consumed with the demands of litigation.

| 14 |

SIMILARITIES Non-Profit Civil and Environmental Rights Centered Niche Community Dependent on volunteers

OPPORTUNITIES

DIFFERENCES Focus, Inc. lacks access to funds Focus, Inc. lacks a following Focus, Inc. has an incomplete identity

REVISIT THE MISSION STATEMENT | The organization’s name is synonymous with years of litigation

and they are associated with strength and courage; these attributes can be used when designing their new mission statement. They have the potential to transition to their newly revised mission because of their legal battles.

Now the cause of their living situation has been addressed, they can use the health and environmental

findings as a foundation to move forward and design a plan that promotes better living conditions.

THREATS

IMPOSSIBLE VS IMPROBABLE | Although the goal of funding a pilot community with

an experimental medical monitoring and treatment center and model community where everyone lives in a heath house isn’t impossible, it is extremely expensive and can be seen as improbable. A detailed plan of how they plan to jump these many monitory hurdles will be a daunting task.

| 15 |

TARGET MARKET FINDING VOLUNTEERS VS FINDING DONORS

Marketing and creating awareness is an integral detail in solving Focus’s problems,

and knowing who to market Focus’s services to will be the key to this detail.

GENRATION Z | Ages 16-19-years old Gen-Z’s are most likely to volunteer (at 27.4%). At

this age the volunteers are most likely to be students or recent high school graduates. If they are

MEET THE JEFFERSON’S Daryl & Ashley Cousins | Likely volunteers

employed it’s part-time and they are more likely to collect, prepare, distribute, or serve food. Gen Z kids will grow up with a highly sophisticated media and computer environment and will be more Internet savvy and expert than their Gen Y forerunners This social segment’s upbringing has made them resilient and pragmatic. They would rather understand and confront their problems. These volunteers can be reached by only perceivably reliable brands. Gen-Z’s will want brands to show their long-term value and make them feel safe. Instilling confidence in this generation can help brands gain loyal fans for life. Grown up in an era of major innovation and social change, GenZ’s are globally aware and curious. They are already offering suggestions, solving problems, and proving their savvy. | 16 |

Daryl (19) and Ashley (17), both, Tallevast residents; Ashley is a recent high school graduate and has a part-time job.

Daryl is a college student who also has a part-time job. They don’t have access to disposable income but they have time to give to an organization in need of human resources.

MEET THE JEFFERSON’S Wanda & Marvin Married | Likely volunteers

Wanda (39) and Marvin (42), are Tallevast residents; Wanda was born there as Marvin relocated after marriage. They are both college educated; while Marvin is employed full-time, Wanda is self employed.

They are the parents of 2 young children and attend a local church every Sunday.

Wanda is an expert in Microsoft Office and Marvin has a green thumb.

GENRATION Y | Ages 35 to 44-years old Gen-Y’s are most likely to volunteer at 31.6%. At

this age the volunteers are most likely to be married with children under 18. This generation is also most likely to have earned a high level of education. A Gen-Y’er would most likely offer to provide professional or management assistance or to tutor or teach. Parents were considerably more likely to engage in volunteer activities that are frequently related to children. Gen-Y’s are known to be incredibly sophisticated, technology wise and immune to most traditional marketing and sales pitches. They grew up with it all, they’ve seen it all and been exposed to it all since early childhood.

They tend to be less brand loyal so it takes a strong brand to demand and keep their attention. | 17 |

MEET THE JEFFERSON’S MeMa & PopPop Married | Likely donors

Mema and Pop-pop are retirees and have been residents for nearly 50 years.

They enjoy spending time with their grandchildren, traveling and gardening.

Although when they are in town they like to give their time to special causes, they aren’t always able to do so. When they can not volunteer they do the next best thing and that is donate.

BOOMERS II | Ages 45 and over While the numbers for volunteers 45 years and over tapered

off as age increased, the number for donations rose. Boomers are more likely to be retired and have access to disposable income, more so than couples with children at home or younger individuals and recent graduates. The Boomers II generation has lost much of its trust in government; economic struggles reinforced a sense of “I’m out for me”. There is a strong focus on self-help and skepticism over media and traditional training and institutions. Of those surveyed, ages 50 and older are more than twice as likely to provide monetary support to health and age related causes, such as Alzheimer’s and adult 50+ organizations. | 18 |

SOCIAL MEIDA ANALYSIS

USING SOCIAL NETWORKING | A real-

life experiment by Facebook to encourage organ donation, adding one’s donor status to one’s timeline, sparked an immediate 2,000% increase in the number of people signing up as donors.

Both donations and volunteering are signals of fitness, i.e., that the individual has more than adequate resources and also is likely to be a capable parent. (In evolutionary psychology, “mating” instincts play a major role in guiding behavior even when actual procreation isn’t remotely possible.) There are some gender differences – volunteering is a more potent signal for women than monetary donations.

Someone taking the minimal step of signing

up as an organ donor wouldn’t get a footnote on a brass plaque or even the briefest mention at a fundraiser, but could be acknowledged on Facebook FB +3.28% at essentially zero cost.

That person’s entire circle of friends could now see that she had signed up, and, presumably, some of them did too. | 19 |

BRAND

DEVELOPMENT TWO | BRAND DEVELOPMENT

New Logo Development ... . .. . .. . .. . .. . .. . .. 22 Moodboard ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 24 Key Words .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . . 25

NEW LOGO

DEVELOPMENT

| 22 |

F CUS F CUS F CUS

| 23 |

| 24 |

MOODBOARDS

A GOOD FEELING Natural

Resourceful

Trusted

Genuine

Comfortable

Family

Authentic

Casual

Healthy

Organic

Renewable

Organized

Soft

Safe

Professional

Healing

Secure

Community

| 25 |

FOCUS BRAND

STYLE GUIDE THREE | STYLE GUIDE Brand Value ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . 28 visual Idenity ... ... ... ... ... ... ... ... ... ... ... ... 29 Visual ID in Pieces .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 30 Color Palette ... ... ... ... ... ... ... ... ... ... ... ... 32 Proper Usage of Logo ... . .. . .. . .. . .. . .. . .. . .. 34 Font Treatment ... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. 36

“A logoless company is a faceless man�David Airey, Logo Design Love: A Guide to Creating Iconic Brand Identities

BRAND VALUE

Currently FOCUS uses dark, cold and mysterious hues like black, gray and yellow and although the images are relevant they aren’t thoughtfully placed and they don’t tell a story. There’s currently no information on the site to look at, no call to action, no visible slogan and no visual purpose for the site or the organization.

Foucs Inc. needed direction, warm and harmonious hues, photos that evoke pride and a sense of community. The information needs to be complete and easily assessable.

VISUAL IDENTITY

Similar to the color choices the logo, icons and lockups were designed with the community in mind. The Focus leaf is a figure of the community’s past, bringing back memories of the tuerpintine trees that once brought their forefathers to the Tallevast area. The water drop represents the present, where they were just recently fighting for a clean environment fortheir community. Lastly, the globe is a reminder of why they are doing this - to build for their future. The community is looking for physical and emotional relief, staility, a clean environment and a fresh start at a better life.

The Logo | It was important to remember who we were designing for; one audience is a mature community and they need something easily visible and legible, and the other a young croud who is attended to trendy and visually stimulating media.

Visual Options | Options were created to unify the Focus group:

• The logo (alone)

• The Icons (alone)

• One horizontal logo lockup, consisting of a logo and a tagline

• One vertical logo lockup, consisting of the three icons, the logo and tagline | 28 |

| 29 |

VISUAL ID IN PIECES

For the sake of maintaining consistency in all mediums, the lockup should not be taken apart or altered in any way. A good lockup will create a sense of cohesion between the elements.

When used as a lockup with the master logo, the Foucs, Inc. tagline should always appear flush left with the logo. The heigth of ‘Foucs, Inc.’ is two-thirds the hight of the leaf sylbol and placed at the tog right corner, and the tagline is the bottom third.

Please do not attempt to alter the logo or the placement of the tagline. Always use the prepared art files

provided in the Downloads section. In the event that the tagline needs to be repositioned, please contact the Focus graphic designer.

SYMBOL

WORDMARK

FOCUS, Inc. Our family. Our foundation. Our future.

TAGLINE

| 30 |

SPACEING

Clear space refers to the area around the logo that can’t be infringed by any graphic or editorial element. The minimum clearspace for Focus, Inc. is based on the height of 1 Focus leaf, and applies to the top, the bottom and both sides of the logo, or length and width of logo lockup (see example on page 28). The logo should be centered in the space and consistent space should be maintained between all elements in the lock-up.

SYMBOLS

Approved Focus, Inc. sysbols are the: water drop, globe and leaf. The waterdrop is a visual representation of how the organization started, the globe and leaf are both representation of what the organization values most, community/family and a sustainable and healthy lifestyle.

WORDMARK

The Foucs, Inc. wordmark is the Focus, Inc. name with the leaf in place of the comma. The placement of the leaf is intentionally slightly behind the ‘s’ of Focus and in front of the ‘i’ of the Inc. The leaf is oversized in relation to the tect in the effort to connect the two words, creating a visual flow but still keeping them separate.

TAGLINE

Our family. Our foundation. Our future.

The approved Focus, Inc. tagline is comprised of the three simple 2-word statements. Our family.

Our foundation. Our future. The tagline is a promise and a reminder that Focus, Inc. will always put family and the community first, and a reminder that the foundation is the key to ur future. The organization is investing in the community’s future.

| 31 |

CORE HUES

Chocolate Brown 45, 73, 63, 45 477 C

#573B3B

@ 100% OPACITY

Camel Tan 23, 31, 38, 0 4735 C

#BEAA99

Flesh 3, 6, 8, 0 482 C

#F1EAE3

Green 51, 22, 75, 2 576 C

#8EA067

Turquoise Blue 38, 2, 28, 9 337 C

#ACD0C0

@ 60% OPACITY

@ 45% OPACITY

Brand Colors

These colors we chosen because they reflect what the organization is trying to bring to the community; a sense of calm and relief. The colors represent what the community’s goals are emotional relief, stable health, a clean environment and a fresh start at a better life. | 32 |

FOCUS, Inc. Our family. Our foundation. Our future.

FOCUS, Inc. Our family. Our foundation. Our future.

FOCUS, Inc. Our family. Our foundation. Our future.

“Trust is built with consistency.” Lincoln Chafee | 33 |

USING THE LOGO PROPERLY

The lack of a consistent brand visuals and themes are hindering FOCUS from having the corporate identity they deserve. Although they have mastered their tone in person, it fails to translate on paper.

FOCUS can show how dependable and reliable they are through a constent display of visual harmony and uniformity.

A transparent logo can only be properly achieved by using the Focus logo, and the tag line is optional. The base color can be either pure white or pure black at a 45% opacity, as shown below. A drop shadow should also be applied to the pure white logo, the purpose of this is to enhance the visibility of the Focus name and tagline (if used).

In the cases black and white printing is the best or only option, please use the below black and white logo provided to the right. When in need of a transparent logo or watermark please use one of the two (2) all white logo files or any of the three (3) approved symbols in white, at 50% opacity.

Our family. Our foundation. Our future.

Our family. Our foundation. Our future.

FOCUS, Inc. Our family. Our foundation. Our future.

FOCUS, Inc. Our family. Our foundation. Our future.

See the two (2) transparent logos to the right. | 34 |

DO NOT RECOLOR

DO NOT SQUEEZE OR STRETCH

DO NOT REARRANGE

FOCUS, Inc. FOCUS, Inc. Our family. Our foundation. Our future.

Our family. Our foundation. Our future.

| 35 |

HEADLINE Sub-Header/Call Out Body Text

Fine text

FONT TREATMENT

Optima Regular was the final font choice because this organization is looking to reach out to two audiences, a more mature audience and a younger aufience. Optima can be read from afar and is easy on the eyes. It’s not too fancy but is also not to plain.

| 36 |

Avenir - Black Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 The quick brown fox jumps over lazy dogs.

Avenir - Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 The quick brown fox jumps over lazy dogs.

Goudy Old Style Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 The quick brown fox jumps over lazy dogs.

TONE OF VOICE Although the Foucs organization is a business, it is still operated by people - a family. The voice of the organization should always be a comforting one. Focus should always be welcoming, understanding, sympathics yet firm. The tone should always be a calm and helpful.

| 37 |

DESIGN

APPLICATION FOUR | DESIGN APPLICATION

Promotional Product Applications .. . .. . .. . . 40 Signage ... ... ... ... ... ... ... ... ... ... ... ... ... .. 41 Website .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . . 42 Social Netowrking Pages ... . .. . .. . .. . .. . .. . .. 43 Mobile Assesibility .. . .. . .. . .. . .. . .. . .. . .. . .. . . 44 Promotional Drinkware .. . .. . .. . .. . .. . .. . .. . . 45 Warrior Wear .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . . 48 Staff Apparal... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . 49 Stationery... . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . .. . 50

Focus currently does not generate revenue,

therefore, introducing a volunteer and supporter line of promotional product will raise awareness, increase interest in the organization and generate revenue. Nearly 8 of 10 product recipients indicated that an item’s usefulness is the primary reason to keep it, so offering products of daily use increase the value and the chances the item will be kept and used regularly. Products such as water bottles and cups, coffee mugs, comfortable apparel and automobile magnets and clings have the potential to be useful in a volunteer’s daily life as well as generate awareness and interest in social circles that have not been penetrated by the organization.

Giving away promotional paraphernalia is

not a new tactic; it’s a proven, cost effective way of marketing to an extremely large audience.

Visually appealing and well-designed t-shirts and water bottles will sell but, free pens and recyclable shopping bags always seem to find a way to make an appearance and provoke others to ask questions like, “Where did you get that?” or “You got that for free?”

| 40 |

| 41 |

WEB PRESENCE

A completed website will increase the organization’s visibility. A site will give a new level of credibility and a venue to begin building a self-sustaining plan. Currently the organization is virtually invisible and not easily accessible.

Focus will be able to mingle with the public other than in face-to-face situations.

The local competition has a website, but

Focus, Inc. does not. The Focus site will have a simple and user-friendly interface and be clean, making it stand out from the sites of the competition. The Focus site will be updated regularly, functional, and visually consistent.

With a website the organization can deliver information and receive communications 24 hours a day, 7 days a week and 365 days a year.

| 42 |

SOCIAL MEDIA

Using increasingly popular media outlets such as Facebook, Twitter, YouTube and Google Plus, Focus will add a layer of visibility to the organization. Focus will be fulfilling a promise to be accessible to Focus’s core audience, their community and potential supporters.

By being accessible 24-7-365, Focus can deliver and receive information, questions and or concerns from anyone at anytime.

Although the competition has a Facebook and Twitter account, they have been online since 2010 and only have 1900 likes – averages to 2 likes a day.

Joining networks like these will put Focus, Inc. on an even playing field competitive with their competitors.

Keeping their promise to the community and keeping customer service first will be the deciding factor if Focus is better than the others.

MOBILE ACCESSIBILITY

| 44 |

PROMOTIONAL COFFE MUGS

Focus

Hope.

Back Stamp - QR Code

| 45 |

Family.

Give.

| 46 |

Back Stamp - QR Code

| 47 |

FOR VOLUNTEERS & DONORS

WARRIOR APPAREL

A colored sleeve and collar indicate

this is a volunteer or donor to the Focus, Inc. organization.

| 48 |

STAFF APPAREL

A biblical reference is embrodered on the

sleve of each of the staff’s sleeve. Religion is one of the basic foundation of the orgaization’s history and the bible verse is a nod to their history. | 49 |

STATIONERY

Focus,

Inc.

does

not

have

official

orgainzational stationery. Having letterheads, business cards and pens are just the tip of the iceberg – Focus can introduce pocket folders, media kits and USB drives. Stationary can boost confidence in the organization and is considered a powerful marketing element. The organization will appear as organized and unified.

Although the competition has stationery,

adding component will not make Focus better than the competition, adding it will allow them to be comparable, at the bare minimum. Using a clean streamlined design and keeping the same feel flowing through all of the separate pieces make the suite look and feel complete.

This will add another layer of visibility to

the business side of Focus and give a professional polished perception to all who see it.

| 50 |

| 51 |

CONCLUSION FIVE | CONCLUSION Credit and Sources

| 52 |

RESOURCES Chmielewski, T. (N.D.). Issues Surrounding Not-for-Profit Organizations. Retrieved May 3, 2013, from Chron: http://smallbusiness.chron.com/issues-surrounding-not-for-profitorganizations-4758.html Fritz, J. (2012, September 26). Nonprofit Charitable Orgs. Retrieved April 28, 2013, from NonPorfit about [dot] com: http://nonprofit.about.com/od/fundraisingbasics/a/ startendowment.htm Fritz, J. (2013, January 25). Nonprofit Charitable Orgs. Retrieved April 25, 2013, from About. com: http://nonprofit.about.com/od/foundationfundinggrants/a/grantpro.htm Grand Rapids Community Foundation. (N.D.). What is a Community Foundation? Retrieved April 25, 2013, from Grand Rapids Foundation: http://www.grfoundation.org/whatisacf IRS. (1999, April 1). Rulings and Agreements. Private Foundations Defined IRC 509(a)(2) Exclusion. Retrieved April 28, 2013, from IRS: http://www.irs.gov/irm/part7/irm_07-026004.html Klas, M. E. (2010, August 16). The Toxic Town That Florida Forgot. Retrieved April 13, 2013, from Miami Herald Tribune: http://miamiherald.typepad.com/nakedpolitics/2010/08/thetoxic-town-that-florida-forgot.html Lautenslager, A. (2002, November 18). The Ingredients of a Press Kit. Retrieved April 25, 2013, from Entrepreneur: http://www.entrepreneur.com/article/57260 Snowflake Creative. (2011, April 8). The Importance of a Strong Visual Identity for Start-Up Businesses. Retrieved April 28, 2013, from Snowflake Creative: http://www.snowflakecreative. co.uk/newblog/the-importance-of-a-strong-visual-identity-for-start-up-businesses/

| 53 |

Steinberg, R. A. (2002). Project Future Starting a Community Foundation in a Small Community.

Retrieved April 28, 2013, from University of Minnesota | Extension: http://www.extension.umn. edu/distribution/resourcesandtourism/DB5753.html Thompson, S. (2006, October 3). Nonprofit Organizations: Separating Staff from Volunteers.

Retrieved April 28, 2013, from Yahoo Voices: http://voices.yahoo.com/nonprofit-organizationsseparating-staff-volunteers-85155.html?cat=3 Weidanz, C. (2010, October 28). Black Floridians Await Settlement Toxic Contamination. Retrieved April 13, 2013, from Inter Press Service News Agency: http://www.ipsnews.net/2010/10/blackfloridians-await-settlement-on-toxic-contamination/ U.S. Department of Labor. (2013, February 22). Volunteering in the United States, 2012. Retrieved September 26, 2013, from BLS.GOV: http://www.bls.gov/news.release/volun.nr0.htm Wisconsin Department of Health Services. (2013, March 20). Trichloroethylene (TCE). Retrieved

IMAGES Happy Black Kid [Photo]. (July 2013) Retrieved from http://photodune.net/item/happy-blackkid/5209766 Casual Young African Man Posing [Photo]. (August 2012) Retrieved from http://photodune.net/item/ casual-young-african-man-posing/2885285 Beautiful young black woman with folded arms [Photo]. (May 2013) Retrieved from http://photodune. net/item/beautiful-young-black-woman-with-folded-arms/2415996 Senior couple on cycle ride [Photo]. (June 2011) Retrieved from http://photodune.net/item/seniorcouple-on-cycle-ride/308255 | 54 |

Family Enjoying Walk In Park [Photo]. (July 2011) Retrieved from http://photodune.net/item/familyenjoying-walk-in-park/310915 Happy family pointing away [Photo]. (August 2013) Retrieved from http://photodune.net/item/ happy-family-pointing-away/5445324 young african Student isolated on white background [Photo]. (February 2013) Retrieved from http:// photodune.net/item/young-african-student-isolated-on-white-background/4035176 Young kid sitting on stack of books and reading [Photo]. (August 2013) Retrieved from http:// photodune.net/item/young-kid-sitting-on-stack-of-books-and-reading/5343291 Thumbs down [Photo]. (May 2013) Retrieved from http://photodune.net/item/thumbs-down/4807264 Beautiful woman looking back [Photo]. (May 2013) Retrieved from http://photodune.net/item/ beautiful-woman-looking-back/4807328 Afro-american student smiling and pointing [Photo]. (July 2012) Retrieved from http://photodune. net/item/afroamerican-student-smiling-and-pointing/2634539 Grandmother and granddaughter running in park and smiling [Photo]. (July 2011) Retrieved from http://photodune.net/item/grandmother-and-granddaughter-running-in-park-and-smiling/321770 Extended family walking in park holding hands and smiling [Photo]. (July 2011) Retrieved from http://photodune.net/item/extended-family-walking-in-park-holding-hands-and-smiling/331341 Beautiful happy girl [Photo]. (September 2013) Retrieved from http://photodune.net/item/beautifulhappy-girl/5568925 Beautiful African American family [Photo]. (July 2013) Retrieved from http://photodune.net/item/ beautiful-african-american-family/5193933 | 55 |