Numploy dmgt finalproject

A DEsign solution for developing brands and brand strategies for nonprofit organizations

NUMPLOY YANASIDDHI Candidate for Master of design management SAVANNAH COLLEGE of art and design

@ 2017 Numploy Yanasiddhi Final Project submitted to Faculty of Design Management (DMGT) at Savannah College of Art and Design (SCAD) on June 2, 2017 as partial fulfilment of requirement for the degree of Masters in Design Management.

Apple Macintosh OSX computers using Adobe Creative Cloud Software (InDesign, IIlustrator, Photoshop, Proto.io) Typeface family Blogger Sans, Uni sans and Avenir were used.

All images were created in this study furing Spring Quarter unless otherwise noted.

ACKNOWLEDGEMENT I’m so grateful to all the professors who gave me their support and motivate me through the SCAD journey.

It’s challenging but it’s the best experiences in my life.

DEDICATION I dedicate this project to my Thai family, my boyfriend and my classmates for supporting me though this journey. Thank you for encouging me and always believe in me. Without your guys, this project would not have been possible.

DESIGN MANAGEMENT DEFINITION :

Design Management is the Creative problem-solving process that enables innovation

It utilizes human-centered research, design thinking, visualization and collaboration.

It’s the best combination of management, design, and technology to drive new innovation while also delivering value to society.

Table of Content

1 2 3

Project Framing • • • • • •

Subject of Study Problem Statement Target Audience Description Purpose of Project Scope of Project Opportunity Statement

RESEARCH PLANNING and SYNTHESIS • Research Methodology • Research Questions • Research Matrix • Research Activity • Research Map • Primary Research Interview quote • Secondary Research Key Facts SWOT Offering-Cultural-Map

Design opportunies DEFINE AND FRAME INSIGHTS • Insights and Opportunities • Research Finding • Design oppotunities • Design Criteria

4 5 6

Prototype development IDEATE AND EXPLORE CONCEPT • Concepts • Analysis • Empathy Map and Persona

Project POSITIONING • Zag • Value Propositions

final design DELIVER • Branding • Work Flow / Service Journey • Final Design • Business Model Canvas • Implemention Plan

7 8

conclusion and recommendation

references and APPENDICE

Project Framing

1

Project Framing • Subject of Study • Problem Statement • Target Audience Description • Purpose of Project • Scope of Project • Opportunity Statement

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Project Framing

Subject of Study This project is about how non-profit organizations bring value to society.

It is about finding breakthroughs and developing brands and brand strategies for brands in non-profit section.

By using branding and design thinking methods to attached both functionally and emotional to captivate our audiences, this project will bring value to community and create emotional connection while serve their mission and still retain their values and cultures.

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Project Framing

Problem Statement Traditionally, effective marketing and branding have been unattainable for nonprofit organizations.

However, the world of nonprofit organizations has changed substantially over the past decade. More than 2 million non-profits in 2017 were fuelled by 35 percent increase in the number of organizations in North America. As non-profits have grown in numbers and importance, the charitable marketplace had become more competitive (Kompella K, 2013, p.209). According to Hull (2006) believes that “non-profit organizations face with a number of many challenges when compared to for-profit companies, including social responsibility, complicated business structures and financial actions� (p.53)

Despite their growth and the importance of values in the non-profits sector, they are still hit with other difficult challenges like communication, advertising, and brand image. Most non-profit companies have no budget to operate and raise awareness for their brands. Therefore, they are unable to build value and create new innovations within their community. Most of them are not quite sure about marketing and advertising, how to do it, or how to ensure that their investment will benefit their brands and organizations in the future.

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Project Framing

Target Audience

The target audiences for this project are:

Small Startups Small startup companies that have no budget for communication and branding will also be studied.

3

Individuals

An audience who has relations with the community and its efforts as way to be socially responsible in organizations.

at

io

ns

Sm all u ps art St

2

Nonprofit organizations, nonprofit networking including corporate sponsors and partnerships that seek branding and innovation to impact society.

ofit organ r p n iz No

1

Nonprofit organizations

Nonprofits networking Sponsors Partnership

Individuals

Figure 1, The author defined target audience

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Project Framing

Purpose of Study The focus of this study is to utilize design management methods to develop more opportunities, create new framework, and build brand ideas and brand strategies for nonprofit organizations. This study will bring new experiences and values through branding for nonprofits.

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Project Framing

Scope of Study Context

Content

Subjects

The increasing number of non-profit organizations and the challenging situation for nonprofits with branding, advertising and communication.

This project will focus on brands in the nonprofit sector and nonprofit organizations to develop a new framework and brand strategies. By considering the limitations of budget, this project will provide high impact to society and still retain the organization’s value and mission.

Design management, Branding, Advertising, Non-profit organization, Brand Values, Social Responsibility, Innovation

Location

Timeline

Savannah and Thailand

March to June 2017

This study is not about financing and providing information on for-profit companies.It is also not worldwide in scope.

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Project Framing

Opportunity Statement There is an opportunity to use design management methods to develop brands and brand strategies for non-profit organizations

For my own development

For entering your chosen profession

This study will provide me an opportunity to integrate my professional skills as a design manager and communication planner in advertising. Moreover, it will showcase my creative problem-solving skills and my empathetic nature in order to find creative and innovative solutions for my future career.

This study will help me to figure out a new career path as a brand strategist. This project will provide me an opportunity to understand branding, social responsibility and marketing through a design management lens with design thinking and design management toolkits.

For the world at large

For design management discipline and other fields

This study is not only limited to nonprofit organizations, but also links with small startup companies that have no budget to build brand awareness and communication, and will find new innovation that impact the world and increase their value to society.

This project will provide a new direction for communication and brand strategies in the nonprofit world and also expand to startups.

With the increasing number of nonprofits and their limitations in budget, design management methods will create new creative solutions and drive new innovations while still retaining their value to society and their missions.

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RESEARCH PLANNING and SYNTHESIS

2

RESEARCH PLANNING and SYNTHESIS • Research Methodology • Research Questions • Research Matrix • Research Activity • Research Map • Primary Research Interview quote • Secondary Research Key Facts SWOT Offering-Cultural-Map

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RESEARCH PLANNING and SYNTHESIS

Research Methodology My research methodology requires gathering relevant data from documents, data collections and data analysis methods. This project will utilize qualitative tools to recognize the challenges, get a broader view and fully understand the influential factors for nonprofit organizations.

Primary research finding and data collections will be significant tools for gaining insight and findings by interviewing experts and owners of nonprofit organizations in Thailand and Savannah. The aim of this research is to understand the challenges, situations, communication channels and cultures of brands in nonprofits.

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RESEARCH PLANNING and SYNTHESIS

Research Questions

Umbrella Question

How might we use design management methods to develop brands and brand strategies for non-profit organizations?

Sub-questions : 1. How might we describe design management and design thinking?

1.1 How might we define design management?

1.2 How might we describe design management methods?

1.3 What design thinking methods will be useful for this topic?

2. How might we describe branding and the development of brand strategy?

2.1 How might we describe branding and brand strategy?

2.2 What is the current state of brand strategy for non-profits?

2.3 What might be the successful strategies and structures

for non-profits to harness innovation?

3. How can we describe non-profit companies?

3.1 What are the differences between non-profit and for-profit

companies?

3.2 What are the characteristics of non-profit companies?

3.3 What are the current challenges that non-profit companies face?

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RESEARCH PLANNING and SYNTHESIS

RESEARCH QUESTIONS MATRIX 1 - DMGT “How might we use design management methods to develop brands and brand strategies for non-profit organizations?�

RESEARCH QUESTIONS

What do I need to know?

What type of data is needed?

Where can I find this data?

What type of data collection methods are needed?

Who do I contact for collecting this data?

How might we define design management?

The existing The meaning To fully design and description understand the management of Design meaning and value definition and Management for applying in design thinking in different areas my study tools that I can use for my study

Interview Websites Journals Books Magazines

Experts interview Publications Research

Design management professors Design managers

Week 1 Week 2

Academic books Interview Websites Journals Books Magazines

Experts interview Publications Research

Design management professors Design managers

Week 1 Week 2

Academic books, Websites Journals Books Magazines

Experts interview Publications Research

Design management professors Design managers

Week 1 Week 2

The past and How might we current of design describe design management management methods and the tools that I can methods?

Why do I need to know this?

To be more clear about the tools and methods

The model and design management tools

use for my project

What design thinking methods will be useful for this topic?

The effective design management methods that can be used for my project

To choose the The specific appropriate one to and successful utilize and methods that can apply for my be applied to my project study

When do I need to get hold of this data?

What will I be taking away from this data?

What will I be learning?

What might I missing?

How might I be wrong?

Get deeper understanding about design management

My Personal definition of design management

More clear and understanding about design management methods, processes and tools

My Personal thinking about design management methods

An effective model that can be used and adapted by nonprofits

The model and methods that I select is not effective

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RESEARCH PLANNING and SYNTHESIS

RESEARCH QUESTIONS MATRIX 2 - BRAND “How might we use design management methods to develop brands and brand strategy for non-profit organizations?”

RESEARCH QUESTIONS

What do I need to know?

How might we The description and the meaning describe of branding branding and brand strategy?

Why do I need to know this?

To be more clear about branding definition

What is the The current brand To analyse and compare between current state of strategies for different nonprofits brand strategy strategies in for non-profits? between different

What might be the successful brand strategy and structures for non-profits to harness innovation?

organizations

varieties of organizations

An effective strategy and structures for nonprofits to create new innovation

To determine the successful strategies for nonprofits that impact the world

What type of data is needed?

Opinions Thought leader

Opinions Thought leader

Opinions Thought leader

Where can I find this data?

Secondary Research

Secondary Research Primary Research

Secondary Research Primary Research

What type of data collection methods are needed?

Interview Publications Research Articles Peer reviews

Who do I contact for collecting this data?

Brand Experts Small Startups

Interview Publications Research Articles Peer reviews

Non-profit owners

Interviews Publications Research Articles Peer reviews

Non-profit owners

What will I be taking away from this data?

What will I be learning?

What might I be missing?

How might I be wrong?

I will be able to identify the artribute of brand and find an effective brand strategy to apply.

The variety of brand and brand strategies

Week 2 Week 3

I will be able to analyse and understand what the current strategies are they use today

People’s biases

Week 2 Week 3

I will be able to People’s biases determine and can develop strategy for successful nonprofits in the future

When do I need to get hold of this data?

Week 2 Week 3

Non-profits volunteer

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RESEARCH PLANNING and SYNTHESIS

RESEARCH QUESTIONS MATRIX 3 - NON-PROFIT ORGANIZATIONS “How might we use design management methods to develop brands and brand strategy for non-profit organizations?�

RESEARCH QUESTIONS

What do I need to know?

Why do I need to know this?

What type of data is needed?

Where can I find this data?

Interview Publications Articles Peer reviews

Who do I contact for collecting this data?

When do I need to get hold of this data?

What are the differences between non-profit and for-profit companies?

The definition Structures of nonprofits and for profits

To differentiate between nonprofits and for profit

The explanation

What are the characteristics of non-profit companies?

Structures of business and marketing plans of nonprofits

To identify the structures and processes of nonprofits

The explanation Case studies

Secondary and Primary Research

Interview Publications Articles Peer reviews

Finance Experts Non profit owners Brand Experts Volunteers

The problems and challenges for nonprofits

To identify analyse what the real challenge of nonprofits is

The explanation Case studies

Secondary and Primary Research

Interview Publications Articles Peer reviews

Non profit owners Volunteers

What are the current challenges that non-profit companies face?

Secondary and Primary Research

What type of data collection methods are needed?

Finance Experts Non profit owners

Week 3 Week 4

What will I be taking something that brings away from this data?

What might I be missing?

How might I be wrong?

I will be able to cleatify about for profits and nonprofit organization

A variety of definitions

Week 3 Week 4

I will be able to describe the model and structure of nonprofits

Too much information

Week 3 Week 4

I will identify and understand the real challenges for nonprofits

For profit owners Small Startups

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Wrong challenges

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RESEARCH PLANNING and SYNTHESIS

Research Activities

1 The secondary data will be collected through books, magazines, internet peer-review, journals, popular media scans, innovation sourcebooks and buzz reports.

2 The primary data will be collected through surveys, observations, expert interviews and contextual research.

3 Collect all data through an affinitizing diagram, offering cultural map and cognitive mapping.

4 Finding insight and synthesizing findings by developing personas, scenorio and prototyping.

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RESEARCH PLANNING and SYNTHESIS

Research Map BRAND IDEAS

Creative Problem Solving

MARKETING

Tool & Methods

DMGT Innovation

BRAND

BRAND VALUE

Strategy

Leroux Miller, K. (2010)

BRAND characters

Laidler-Kylander, N., & Stenzel, J. S. (2014) McLeish, B. (2011) Brinckerhoff, P. C. (2003)

NON-PROFIT ORGANIZATIONS

USA vs Other countries

Daw, J. S., Cone, C., Erhard, A., & Merenda, K. D. (2011) Kompella, K. (2015).

Laidler-Kylander, N., Quelch, J. A., & Simonin, B. L. (2007) Salamon, L. M. (2012).

Stride, H., & Lee, S. (2007)

Social Imperative

Philosophy Cultures

Mission and Vision

Knox, S., & Gruar, C. (2007) Barrett, H., Balloun, J. L., & Weinstein, A. (2005) Modi, P., & Mishra, D. (2010) Kristoffersen, L., & Singh, S. (2004) Hull, C. E., & Lio, B. H. (2006) Fourie, L., & Froneman, J. (2009).

Figure 2, Research Map

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RESEARCH PLANNING and SYNTHESIS

PRIMARY RESEARCH MAP Branding and Graphic Design Expert

Design Management Expert

DMGT

BRAND

Advertising and Branding Expert

EMOTIONAL STRATEGY

NON-PROFIT ORGANIZATIONS

Advertising and Branding for nonprofits

Finance Expert

Nonprofits owner

Volunteer Figure 3, Research Map with Interviewee SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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RESEARCH PLANNING and SYNTHESIS

Tom Hardy

Design Management Professor

Patrick A. Kelsey

Business design and arts leadership professor

Bruce Claxton

Design Management Professor

Christopher Priest Director of Communication The Salvation Army

Joseph A DiGioia Graphic Design Professor

Mark Alan Bazil Advertising professor

PRIMARY RESEARCH Interviewee

Clinton Edminster Executive Director Art Rise Savannah

Diana Echeguren CaĂąedo Volunteer at Creative Coast as a facilities manager

NATTAYA SWASDIPHAN Founder of Serve Project Volunteer for Muangthai Foundation

David Robinson Freelance arts & cultural project manager and digital media consultant, BKK, TH

thawatchai saengthamchai CEO l Creative Director WHY NOT Creativity for Society l Social Enterprise

Charintip Leeyawanich Policy and Development Manager at the Thailand Creative and Design Centre (TCDC) Figure 4, Primary Research Interviewee SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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RESEARCH PLANNING and SYNTHESIS

DESIGN MANAGEMENT is....

“BRINGING the process of design thinking and businesses together to create innovation that provides meaningful value”

Tom Hardy

Design Management Expert Figure 5, Professor Tom Hardy, Interviewee

NoNprofit organizatIon

NONPROFIT BRANDING

Caring organization tagline:

A successful brand creates trust.

“Doing the most good”

It uses design thinking to provide services that people need and desire.

The Salvation Army

Comprehensive brand-design programs are created to express the brand in a coherent manner, such as name, logo, communications, advertising, product design and services.

The brand expression must convey the company brand promise to create trust.

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RESEARCH PLANNING and SYNTHESIS

DESIGN MANAGEMENT is...

“It’s really about bringing together, creative and non-linear thinking. It’s about creative positive disruption”

Bruce Claxton Design Management Expert

Figure 6, Professor Bruce Claxton, Interviewee

NoNprofit organizatIon

NONPROFIT BRANDING

It’s more businesses of helping society most of the time. Doing the good things for society

Empathy is huge for building a brand in nonprofits. They should think about themselves as a brand so, they need a brand characteristic profile. They need to find a way to differentiate from one another to have a brand identity

Value is the keywords for building a brands. It’s all come out the value at the end.

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RESEARCH PLANNING and SYNTHESIS

Branding for Non-Profit involves greater depth and often more persuasion to create the desired effect in the consumer’s mind.

Mark Alan Bazil Advertising and Branding Expert

Figure 7, Professor Mark Alan Bazil, Interviewee

NoNprofit organizatIon

Design MANAGEMENT

Not for profit would be an organization that has decided to help mankind, wildlife or the planet as a whole in some way. It is a beneficial function that is currently not being utilized as it should be, and it needs additional assistance.

There is a lot of overlap between Design Management, Advertising and Branding.

There are many skills sets and some methodology that are common to each of these. There are some things that are unique to each one, and sometimes it helps to be able to hear from 3 different perspectives to reach the best decision.

The most important criteria for any brand building activities, especially not for profits, is having a singular, very clear focus. If you’re very clear as to what your organization is about and what you are trying to achieve, it will be much more effective than if you try to communicate a mixture of goals and objectives.

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RESEARCH PLANNING and SYNTHESIS

Non-profit does not mean no profit.

The mission of full profit is “ To make money” but not for profit is “Not to make money but they have to make money which could be a small or big amount”. All non-profit organizations have to make money for their investors.

Patrick A. Kelsey Graphic Design Expert

Figure 8, Professor Patrick A. Kelsey, Interviewee

They should increase more staff. In order to grow, they should take a risk. They should focus on money making things and find supporters and do some fundraising event. They should add more attractiveness for the funder. They should look at the membership and things that are going on to create new proposal for corporation and corporate membership. For example, online profile, online membership etc.

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RESEARCH PLANNING and SYNTHESIS

Adapt the toolkits from design management and utilize graphic design and visualization together to do something unique and different.

Joseph A DiGioia Graphic Design Expert

The process is not gonna be different. I think that just the outcomes and the needs of the end user is different. You might need to find a way of streamlining in the process because the fact is maybe we don’t have as much financial support and financial resources as we think we do. It’s more about trying to do something that nobody else is talking about. It’s like, where is innovation gonna come from?

Figure 9, Professor Joseph A Digioia, ,Interviewee

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RESEARCH PLANNING and SYNTHESIS

Use your branding to tell a story and emotionally captivate your audience.

I believe that creativity brings us easier ways to tackle big problems. Our best resource is creativity to make a change to society.

thawatchai saengthamchai CEO l Creative Director WHY NOT Creativity for Society l Social Enterprise Figure 10, Thawatchai Saengthamchai, ,Interviewee

BRANDING

Design MANAGEMENT

Our advertising agency, we persuade people to do good things in society, sacrificed their lifes to be a volunteer, save the environment and understand people with disabilities.

The methods and tools of design thinking can help nonprofit organizations for developing new ideas and creating the new way to help society.

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RESEARCH PLANNING and SYNTHESIS

Working for a nonprofit organization is meant to add value to me and to other people. Seeing people have a better living can serve myself and my passion.

NATTAYA SWASDIPHAN Founder of Serve Project and volunteer for Muangthai Foundation

If you don’t have branding, people will not know what you do, people will not trust you and people will not buy your products.

They don’t know who you are. Branding yourself is really important.

It helps support them and add value to their lives.

Figure 11, Nattaya Swasdiphan, ,Interviewee

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RESEARCH PLANNING and SYNTHESIS

for creative coast, the current challenges are getting people to work here and reconizing that creative coast is an organization that really help community.

Diana echeguren cañedo Volunteer : Facilities Manager at Creative Coast

I think nonprofit is an organization that really help people and helps their community grow. Coming here is relaxing.

It’s a different environment from School.

It’s fun to be here because I get to know new people.

If you can find someone that really understands and translates information into a visual communication, I think you will give more trust to people.

Figure 12, Diana Echeguren Cañedo, ,Interviewee

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RESEARCH PLANNING and SYNTHESIS

We encourage local communities to respond to health issues, to increase their capacity to care, change and develop healthy communities and to have hope and knowledge.

Christopher Priest Director of the Communications in Salvation Army Figure 13, Christopher Priest, Interviewee

We should be using technology that we can afford and that helps us promote the mission. One thing we are intent on doing is to provide resources for the fields that are effective and cost efficient – using video and audio technologies on the web and for internal use.

This will help us realize our promise of doing the most good, and propagate the mission and ministry of The Salvation Army.

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RESEARCH PLANNING and SYNTHESIS

we provide more than anything “Connection”. Our mission is to provide creative and community to local artist in Savannah by creating the value of art.

Clinton Edminster Director of Art Rise Savannah

Figure 14, Clinton Edminster, Interviewee

Branding is very important because the message is really complex and I’m making sure that people can get awareness. Branding is helpful for communication and consistency of messages. Having a consistance and clear message is key.

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RESEARCH PLANNING and SYNTHESIS

Through a series of creative activities jointly conducted with local residents, we have used the “Design Thinking” methodology to explore the problems and solutions that address the Community’s needs.

Charintip Leeyawanich Policy and Development Manager at the Thailand Creative and Design Centre (TCDC).

It’s important to underline that the scope of the study is only a preliminary working framework. The creative district development process we are currently developing still requires to look at several other factors: from project development planning, budget and working period to public/private/community policies that align with local needs as well as concrete cooperation in the drive to develop a creative district.

Figure 15, Charintip Leeyawanich, Interviewee

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RESEARCH PLANNING and SYNTHESIS

Community engagement is crucial to our ambition, but it isn’t going to happen overnight. Community is our biggest challenge and our greatest opportunity. But first we need to build trust. We need to prove ourselves.

David Robinson Freelance arts & cultural project manager and digital media consultant, Bangkok, Thailand

We are always on the look out for opportunities to collaborate with the local communities. We hope to foster collaboration between locals and newcomers who, by working together, can contribute to the community.

Our initiative relies on creative people with new solutions for ongoing challenges. Working together to build momentum and critical mass to achieve our long-term goals.

Figure 16, David Robinson, Interviewee

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RESEARCH PLANNING and SYNTHESIS

“A successful brand for nonprofits is to create trust. It uses design thinking to provide services that people need and desire. It’s all about bringing the process of design thinking and businesses together to create innovation that provides meaningful value.

It’s more businesses of helping society most of the time. Doing the good things for society. Empathy is huge for building a brand in nonprofits. They should think about themselves as a brand so, they need a brand characteristic profile. They need to find a way to differentiate from one another to have a brand identity. The most important criteria for any brand building activities, especially not for profits, is having a singular, very clear focus. If you’re very clear as to what your organization is about and what you are trying to achieve, it will be much more effective than if you try to communicate a mixture of goals and objectives.” Non-profit does not mean no profit. The mission of full profit is “ To make money” but not for profit is “Not to make money but they have to make money which could be a small or big amount” Adapt the toolkit from design management and utilize graphic design and visualization together to do something unique and different.

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RESEARCH PLANNING and SYNTHESIS

“Use your branding to tell a story and emotionally captivate your audience.

I believe that creativity brings us easier ways to tackle big problems. Our best resource is creativity to make a change to society. Working for a nonprofit organization is meant to add value to me and to other people. Seeing people have a better living can serve myself and my passion. The current challenges are getting people to work here and reconizing that our organization is an organization that really help community. We encourage local communities to respond to health issues, to increase their capacity to care, change and develop healthy communities and to have hope and knowledge. we provide more than anything “Connection”. Through a series of creative activities jointly conducted with local residents, we have used the “Design Thinking” methodology to explore the problems and solutions that address the Community’s needs. Community engagement is crucial to our ambition, but it isn’t going to happen overnight. Community is our biggest challenge and our greatest opportunity.

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RESEARCH PLANNING and SYNTHESIS

SECONDARY RESEARCH Secondary research is the tool of design research method. It involves in collecting data that relevant in nonprofit organizations. This process included Key Fact and the differences between nonprofit organizations and for profit company, Offering-Activities-Cultural Map and SWOT analysis.

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RESEARCH PLANNING and SYNTHESIS

KEY FACT The differences between nonprofits and for-profits

Not for profit Work directly promote vision

VISION

SCOPE OF IMPACT Strategic contraints

Ownership and responsibility

REVENUE INCENTIVES

for profit

Reflect the mission Bring money to society

Make profit More of an ideal than a contraint

Key objective is to create much society positive change as possible

Evaluated primarily in regard to effect on profit

Often faced with limited and conflicts options

Action must be made in the best interest of shareholder/ profit

3 key areas of responsibility (Supporters, employees and clients)

Responsible to shareholders

Much balance services and revenue

Revenue come from services or goods

Employee typically work to create social change / recieve lower salaries and benefits

Employee are motivated by money HIgher paid

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RESEARCH PLANNING and SYNTHESIS

O-A-C Map Offering Activity Cultural Map

Imagination Creative Innovation Value

Value Cultural Education Art Wildlife Nature Environment Emphathy Love Hope

Faith Expression Worldwide International

Social Responsibility Service

Feeling Emotions

Support Donation

NONPROFIT ORGANIZATION

Connection

Local Engagement

Giving

Stories

Help Connection Trust Loyalty Awareness

Charity Building Relationship Communication

Community Sharing

Fundraising

ACTIVITIES Caring Experiences

Online Social Networking

Activities Creative Government Business

CULTURAL Figure 17, Offering-Activity-Cultural Map

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RESEARCH PLANNING and SYNTHESIS

Competitor Analysis

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RESEARCH PLANNING and SYNTHESIS

WWF : The world’s leading conservation organization, WWF works in 100 countries and is supported by more than one million members in the United States and close to five million globally that ensures the delivery of innovative solutions and meet the needs of both people and nature.

BRAND VISION : Together, we can protect life on our planet—including our own.

BRAND PERSONALITY : Passionate Environmental Friendly Compassionate

• • • • •

Strong mission Well-known globally High awareness Consumer Loyalty Strong brand name and logo

• Less funding and supporter • Cost structure • Complext business structure • Small amount of money for advertising and communication in global

S

W

O

T

• Green and sustainability Trend • Social media trend • Community engagement

• Pollution • Politic • The incresing of High-tech business • Big business • Animal skin fashion

BRAND AFFILIATION : Bringing people together to change the world

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RESEARCH PLANNING and SYNTHESIS

Salvation Army is a non profit organization faithfully helping people around the world and want to do the most good

• Foundation Grants • Unique mission • Established in 1878 • Well-known organizatio worldwide • Help people increase their quality of life • Consistancy, clear and strong brand vision • 86% of money go directly to charity

BRAND VISION : Doing the most good.

BRAND PERSONALITY : Passionate.

Compassionate.

Uplifting.

Trustworthy.

• • • • •

• • •

Lack of promotional activities Lack of volunteer Lack of communication

S

W

O

T

Social media is growing Sustainability trend Partnership / Sponsorships Community involvement Co-design

• Economy • People interested in high technology rather than community • People stop donote money • People inside the organization lack of knowledge for building brand awareness • Low interest in the society programs

BRAND AFFILIATION : Informed individuals who want to positively affect their world.

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RESEARCH PLANNING and SYNTHESIS

Art Rise Savannah is a nonprofit organization in Savannah that connect with local people by bringing art access to community

• • • • ties •

BRAND VISION : Provide creative and community for supporting local artist in Savannah BRAND PERSONALITY : Creative Innovative Supportive Valuable Effective

• • • • • •

SCAD Student Divesity of culture Strong mission and vision Many programs and activifor artist Art-centric community

• • • • •

No famous artist Small city No funding No cost for advertising Limited only in Savannah

S

W

O

T

Social media is growing Partnership / Sponsorships Community involvement Tourism City Historic art place Art and local network

• • • •

Economy The nature of nonprofit People move to bigger city City policy

BRAND AFFILIATION : Support local artist in Savannah and create community for them

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DESIGN OPPORTUNITIES RESEARCH PLANNING and SYNTHESIS

TCDC Thailand is a nonprofit organization in Thailand that established as a resource and information center in creativity and design in Thai society. The objective includes exceeding the capacity of Thai designers and entrepreneurs in the global market.

BRAND VISION :

Building Thailand’s economy with creativity

BRAND PERSONALITY : Creative Innovative Passionate Sustainability

BRAND AFFILIATION : Incubating creative business, fostering valuable and sustainable innovation for Thai people

• Local, only in Thailand • Not recognized worldwide • Low cost for advertising and communication • Low awareness

• Creative district • Collaborate with famous designer • Many programs and activities to participate • Support local artist and value art in Thailand • Help local people and artist

S O • Social media is growing • Partnership / Sponsorships • Community involvement • Tourism City • Develop creative district • AEC in Southeast asia • Opening doors to network and creative community

TCDC

W T • Economy • The nature of nonprofit • Government control • Politic • People does not value in Art and Design

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DESIGN OPPORTUNITIES

3

DESIGN OPPORUNITIES • • • •

Insights and Opportunities Research Finding Design oppotunities Design Criteria

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DESIGN OPPORTUNITIES

INSIGHTS This is an opportuinity to We want to make our organizations to be the first one that people remember and think of We want to build ourselves a new images that people see us as an organization that really help community

1

BUILD

A BRAND AND STRATEGY FOR HELPING SOCIETY

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DESIGN OPPORTUNITIES

INSIGHTS This is an opportuinity to Nonprofits is about high trust score and value. If we have a negetive impacts or scandal, we will reduce trust and value in society Trust and loyalty are very important pieces for building a brand for nonprofits.

We need to build trust to prove ourselves to communities

2

create

loyalty and trustworthY programs for nonprofit organizations

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DESIGN OPPORTUNITIES

INSIGHTS We support local artist, local residents to create creative enviroment for our creative district

This is an opportuinity to

3

create

Community engagement is the way to build sustainability for our creative district.

It’s about bringing together and encourage people to participate in our communities.

Community engagement for creative people coming as well as local residents

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DESIGN OPPORTUNITIES

INSIGHTS Working together with people both internal and external help nonprofits to build organization memories.

We believe in collaboration with different group of people can support and build characteristic in our communities Using co-design and co-creating process are the key to develop and bring change to our communities.

This is an opportuinity to

4

bring people to

collaborate and co-design together in communities

Develop areas by collaboration can help our community and economy growth.

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DESIGN OPPORTUNITIES

INSIGHTS The new forms of nonprofit organizations have to emerge new technology, innovation and creativity Challenging the standard thinking and bringing the process of design thinking and businesses together to create innovation but provides meaningful value.

We have a big challenges because nonprofits have a very limited budget and very limited stuffs. We should use new technology that we can afford to help people understand our mission.

This is an opportuinity to

5 Create

creative innovation platform with Low budget but more effective

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DESIGN OPPORTUNITIES

INSIGHTS With a limited salary, we feel great to help other people and society. We persuade people to do good thing to community.

We are an caring organization. We use empathy as a key for doing business to help society. We rely on good work and also have a vision to make a change to society with creativity.

Our mission and value are helping communities and making change in society.

The aim of working here is to bring the positive change to our communities.

This is an opportuinity to

6 Create a positive change and be a changemaker

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DESIGN OPPORTUNITIES

INSIGHTS Everything come to value. To add value to our organization and other people is the purpose of working for nonprofits.

We believe in value can create emotional connection by using a brand to attaches both functionally and emotionally level to captivate our audiences.

We have passion about people. We love to help other people and try to help our community grow. We don’t work for money but seeing people improve their live also fulfil my heart and my passion in life.

This is an opportuinity to

7 bring

value and emotional connection for our community

Positive experiences help me feel good and get more loyalty with brand.

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DESIGN OPPORTUNITIES

RESEARCH FINDINGS

Strategy

Trust and experience

Consumer positive relationship

Social Marketing and online media

Attractive fundrasing network

Community engagement

Sponsor touch point

Collaborate &Co-design

User interaction and Connection

Visualization

Creative INNOVATION

Consistency and clear message

Own identity and characteristic

Positive Change to society

EMPATHY Value and Emotional Connection Figure 18, Research Findings

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DESIGN OPPORTUNITIES

DESIGN OPPORTUNITIES

from

Social orientation organization

TO Creative social innovation that bring positive change to society

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DESIGN OPPORTUNITIES

DESIGN OPPORTUNITIES CURRENT MINDSET

DESIGN THINKING TOOLKITS

Community Services

Design Thinking Toolkit to develop more comprehensive community services

PROCESS

Service by doing good for society

Brand - Service Strategy In context of doing the most relevant good for society and bring positive change to society

RESULT IN

+Trust + Value - Limited awareness - Limited fundraising channels

START WITH

+Trust + Increased value + Greater awareness + Broader range of fundraising channels

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Prototype development DESIGN OPPORTUNITIES

DESIGN CRITERIA

STRATEGY

experiences and trust

STRATEGY

MUST HAVE

VALUE and emotional connection

EXPERIENCE AND TRUST

ATTRACTIVE FUNDRISING NETWORK

CONSUMER RELATIONSHIP AND SOCIAL MARKETING

Community engagement Collaborate And co design

SHOULD HAVE

Creative INNOVATION CONSUMER RELATIONSHIP AND SOCIAL MARKETING

Creative INNOVATION

VALUE and emotional connection

NICE TO HAVE

Community engagement

Collaborate And co design

Figure 19, Design Criteria

ATTRACTIVE FUNDRISING NETWORK SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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Prototype development

4

PROTOTYPE DEVELOPment • Concepts • Analysis • Empathy Map and Persona

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Prototype development

INITIAL CONCEPT Co-NETWORKING Is the online toolkit that aims to help all nonprofit organizations around the world to collaborate, share information and help each other out. This will assist nonprofit organization in building a brand and educate volunteers

MISSION: For educating and creating high impact of awareness in nonprofit

ATTRACTIVE FUNDRISING NETWORK

STRATEGY

EXPERIENCE AND TRUST

CONSUMER RELATIONSHIP AND SOCIAL MARKETING

Creative INNOVATION

VALUE and emotional connection

Community engagement

Collaborate And co design

Figure 20, Design Criteria 1

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Prototype development

INITIAL CONCEPT Co-CREATION Is the online platform that aims to help all nonprofit organizations by co-creation between other nonprofit organization between others to improve ideas together.

MISSION: Improve our society staring with you

ATTRACTIVE FUNDRISING NETWORK

STRATEGY

EXPERIENCE AND TRUST

CONSUMER RELATIONSHIP AND SOCIAL MARKETING

Creative INNOVATION

VALUE and emotional connection

Community engagement

Collaborate And co design

Figure 21, Design Criteria 2

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Prototype development

FINAL CONCEPT H.I.V.E H- Heart I - Innovative V- Value E= Emotional Connection H.I.V.E, is the website that collaborate with people around the world. We are the changemaker to our society. It is an creative innovation platform that helps people and society with collaboration. We start from our heart to bring innovative and value to people. We believe in the value of life that brings emotional connections to captive our audiences H. I. V. E. We make positive changes to society

ATTRACTIVE FUNDRISING NETWORK

STRATEGY

EXPERIENCE AND TRUST

CONSUMER RELATIONSHIP AND SOCIAL MARKETING

Creative INNOVATION

VALUE and emotional connection

Community engagement

Collaborate And co design

Figure 22, Design Criteria 3

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Prototype development

EMPATHY MAP

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Prototype development

PERSONA 1

I have a passion with people and organization mission

Empathy is very huge part for building a brands

Sometime nonprofit business model is so complicated and make me confuse

I believe in doing most good to society can bring love to people

Name: Christopher Ragg Age: 51 Occupation : Doctor and Board of manager in nonprofit organization BIOGRAPHY : Status: Married Number of kids : 2 Personaility : Smart Positive thinking Inteligent “I have a passion for people.

I love helping people.

I believe in doing most good to society can bring love, life and positive change in individual and society.”

Podcast News Sermon Support Business talk show

I want to bring positive change in individual and society

I have a dream but sometime is very difficult to implement but I still believe and trust

WHAT DOES HE THINK AND FEEL WHAT DOES HE see

WHAT DOES HE hear

I’m a change leader Handle adversity with grace Display high integrity and honesty Inspiring motivator I always “give” to others rather than what I’m going to “get”

I have vision to make a change to my community

People in society need help from my organization

NONPROFIT Board of manager

WHAT DOES HE SAY and do PAIN

Don’t have enough money Can’t reach goal

Nonprofit can be innovate and creative

I want to help people Just wanna do good thing Reading a good books Learn from failure

GAIN Connection Hope and faith Experience Figure 23, Emphathy Map 1 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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Prototype development

PERSONA 2

Name: Anna Wahl Age: 28 Occupation : Nonprofit Volunteer BIOGRAPHY Number of :kids : -

Personaility : Positive thinking Creative Leadership Openminded “I I rely on good work and have a vision to make a change to society with creativity

I just want to create

something and be a part of it”

I rely on good work and have a vision to make a change to society with creativity

Podcast Creative Channel News Business talk show Are you getting paid by working for nonprofit?

I always care for other people and community

I want to make our community better than before

I just want to help them and be a part of it

My personal goal for working here is to bring positive change to society

Less salaries but good quality of life

WHAT DOES SHE THINK AND FEEL

I have vision to make a change to my community

WHAT DOES SHE see

WHAT DOES SHE hear

NONPROFIT Volunteer

Encourge other worker Always listen and be opened-mind Reading a good book in coffee shop Participate in community and events

WHAT DOES SHE SAY and do PAIN

Misunderstanding Communication

I know new people while I’m working in here.

Nonprofit can be innovate and creative People in community participated with our events and they talk with each other and help each other out.

I want to help people Connect with other people and other crganization Try to engange different parties into the discusstion and events

GAIN Connection Experience Motivator Figure 24, Emphathy Map 2 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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5

Project POSITIONING • Zag • Value Propositions

Project POSITIONING

ZAG Who are you?

What do you do?

What is your vision?

What wave are you riding?

Who shared the Brandscope?

H.I.V.E is the futuristic branding and communication tool for collaboration between nonprofit organization people and volunteer all over the world

Simple Creative Fun

H.I.V.E is the creative website that brings people collaborate and create new ideas for society together.

H.I.V.E provide brand toolkits for nonprofit organizations. We design creative platform for co-design between nonprofit people and volunteer.

H.I.V.E bring creativity and design thinking method apply for brands in nonprofit to make positive change to society

What make you the “only?

What should you add or subtract?

Who loves you?

Who is the enemy?

What do they call you?

Create the best innovation toolkits for bringing experiences to nonprofit people and volunteer around the world.

Creative social innovation platform that connect people globally

Nonprofit organizations Volunteer Local people

New collboration tool

H.I.V.E Social Innovation Changemaker

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Project POSITIONING

ZAG How do you explain yourself?

How do you spread the world ?

How do people engage with you?

H.I.V.E is a creative hub for helping nonprofit organizations around the world.

H.I.V.E, make a positive change to society. H.I.V.E start from our heart to bring innovative and the value of life that brings emotional connections.

Through social media and online platform

How do you earn their loyalty?

How do you extend your success?

Bringing design thinking method and branding to develop User Experience, User interaction and brand toolkits platform in a creative way.

H.I.V.E will continue to develop and innovate programs while keep expend for people all over the world.

How do you protect your portfolio?

What do they experience?

Develop existing organization platform and keep developing and innovating H.I.V.E

Bringing design thinking method and branding to develop User Experience, User interaction and brand toolkits platform in a creative way.

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Project POSITIONING

Value Prepositions FOR

Nonprofit organizations, Volunteer or anyone who have a heart to help others

WHO

Want to be a part of community and have a vision to help people and society and build up experiences

OUR

Creative social innovation platform

IS

The creative website that brings nonprofit people and volunteer collaborate and create new ideas for helping society together.

BY

Providing brand toolkit and co-design board online

UNLIKE

Other services, our concept will be interact with real people and real time all over the world.

OUR

Framework and toolkits will bring the positive change to society.

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FINAL PROTOTYPE

6

FINAL DESIGN • Branding • Work Flow / Service Journey • Final Design

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FINAL PROTOTYPE

BRANDING Branding and corporate font HELVETICA NEUE FAMILY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

THE LOGO WITH TAGLINE

We m a k e p o s i t i v e changes to society

COLOR PALETTE Tagline : “We make positive changes to society” APP LOGO

For nonprofit organizations and volunteer all over the world, H.i.V.E is the creative website that brings people working and create new ideas together. We provide brand toolkits for nonprofit organizations. We design creative platform for co-design between nonprofit people and volunteer.

Figure 25, H.I.V.E Logo SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

WORK FLOW

Figure 26, Work flow SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:1, Prototype 1 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:2, Prototype 2 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:3, Prototype 3 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:4, Prototype 4 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:5, Prototype 5 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:6, Prototype 6 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:7, Prototype 7 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:8, Prototype 8 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:9, Prototype 9 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:10 Prototype 10 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:11 Prototype 11 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:12 Prototype 12 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:13 Prototype 13 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:13 Prototype 13 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:14 Prototype 14 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:15 Prototype 15 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:16 Prototype 16 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:17 Prototype 17 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:18 Prototype 18 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:19 Prototype 19 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:20 Prototype 20 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:21 Prototype 21 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:22 Prototype 22 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:23 Prototype 23 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:24 Prototype 24 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:25 Prototype 25 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:26 Prototype 26 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:27 Prototype 27 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:28 Prototype 28 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:29 Prototype 29 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:30 Prototype 30 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:31 Prototype 31 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:32 Prototype 32 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:33 Prototype 33 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:34 Prototype 34 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:35 Prototype 35 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:36 Prototype 36 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:37 Prototype 37 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:38 Prototype 38 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:39 Prototype 39 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:40 Prototype 40 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Figure 27:41 Prototype 41 SCAD l MA Design Managament Final Project l Numploy Yanasiddhi

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FINAL PROTOTYPE

Business model canvas KEY PARTNERSHIPS Local Nonprofit Organizations Community Government

KEY ACTIVITIES Collaboration Social interaction Co-creation Co-design Community engagement

Facebook Youtube Twitter

COST STRUCTURE Technology Research Testing Design Maintainance

KEY RESOURCES Key Partnerships Social Media Service Providers

VALUE PROPOSITION FOR nonprofit organizations, Volunteer or anyone who have a heart to help others WHO want to be a part of community and have a vision to help people and society and build up experiences OUR creative social innovation platform IS the creative website that brings nonprofit people and volunteer collaborate and create new ideas for helping society together. BY providing brand toolkit and co-design board online UNLIKE other services, our concept will be interact with real people and real time all over the world. OUR framework and toolkits will bring the positive change to society.

CUSTOMER RELATIONSHIP Emphathy Trust Co-creation

CUSTOMER SEGMENTS Nonprofit organizations Nonprofit managers Funders Start up Volunteers

CHANNELS Website Online channels Social media

REVENUE STREAMS Memberships Subscription Services Funds

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FINAL PROTOTYPE

IMPLEMENTATION PLAN

1 BRAND AWARENESS & brand recognization

3 GLOBAL BRAND BRAND BRAND LOYALTY VALUE

10 Years 1 Year

- People gain the value of life and they trust this platform

- Using social media as a tool to communicate and promote - Find a partners and organizations starting from local areas and small organization - Focusing on creating awareness

- People know this brand as a brand that really bringing positive change to society - Develop more project to help nonprofit organization

- Sending this platform through nonprofit organization around the world

- Share to social or pubilc for creating word of mouth

5 Years 2 BRAND TRUST & BRAND IDENTITY

- Design consumer relationship platform - Communicate with consumer directly - Develop and keep innovate new features - Some nonprofit organization adapt this toolkits in there real business

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CONCLUSION

7

CONCLUSION & RECOMMENDATION

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CONCLUSION

CONCLUSION & RECOMMENDATION

1 2 3

Project Framing This section is all about defining target and understand project in general

RESEARCH PLANNING and SYNTHESIS Research and synthesis show how and where data from both secodary and primary while quote the interesting insights

Design opportunies Explore all of those insights and find an opportunities for creating new design

4 5 6

Prototype development Define, evaluate and testion concept to find a final design

Project POSITIONING In this section, it all about understanding and analysis your concept.

final design Make it real. According to the insights, prototype it to the real world.

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REFERENCES AND APPENDICE

7

REFERENCES AND APPENDICE

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REFERENCES AND APPENDICE

TIMELINE MA Final Project Spring 2017 Develop and refine project Secondary Research Primary Research Project Planning Conducting Research

MA REVIEW

WEEK 1

WEEK 2

WEEK 3

WEEK 4

Refined Exploration and Prototyping

WEEK 6

WEEK 7

WEEK 8

WEEK 10

Secondary Research

Primary Research Project Planning Conducting Research

Market Analysis Research Synthesis Midterm Process book & Initial Exploration

Refined Exploration and Prototyping

Final Prototype Business/ Implementation Plan Final Process Book

WEEK 9

Develop and refine project

Market Analysis Research Synthesis Midterm Process Book & Initial Exploration

WEEK 5

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REFERENCES AND APPENDICE

ANNOTATED BIBLIOGRAPHY 1 Barrett, H., Balloun, J. L., & Weinstein, A. (2005). The impact of creativity on performance in non-profits. International Journal of Nonprofit & Voluntary Sector Marketing, 10(4), 213-223. doi:10.1002/nvsm.25

This article researched the creativity role in managerial decision making in nonprofits and the study also used creativity to improve planning and implementation.

This study helped me to emphasize the role of creative thinking skills and how creative climate affects organizational performance for nonprofit organizations.

Brinckerhoff, P. C. (2003). Mission-based marketing: An organizational development workbook: a companion to Mission-based marketing, 2nd edition. Hoboken, NJ: Wiley.

This article described how “good marketing enables more effective mission provision. It also gives a practical advice on how to move nonprofits as a team toward a market-based philosophy.”

This article helped me to understand why marketing is so crucial for effective mission-based organizations while giving a new insight into ways to improve marketing materials.

Daw, J. S., Cone, C., Erhard, A., & Merenda, K. D. (2011). Breakthrough nonprofit branding: seven principles to power extraordinary results. Hoboken, N.J: Wiley.

This article described how “the impact of strategically building and makes an organization more attractive to passionate people who believe in and want to be parts of its cause. It also gives an examples of seven principle to power extraordinary results for nonprofits.”

It helped me to capture the value of nonprofits by building breakthrough nonprofit brands from the inside out.

Fourie, L., & Froneman, J. (2009). A critique of social marketing in the non-profit development sector. Koers - Bulletin for Christian Scholarship, 74(1/2). doi:10.4102/koers.v74i1/2.125

This article described social marketing in non-profit organizations. This approach of social marketing potentially influences non-governmental organizations and community based organization.

This study provided the new marketing tools for non-profit organizations. This helped me to understand more about how social marketing is used to develop organizations.

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REFERENCES AND APPENDICE

ANNOTATED BIBLIOGRAPHY 2 Hull, C. E., & Lio, B. H. (2006). Innovation in non-profit and for-profit organizations: Visionary, strategic, and financial considerations. Journal Of Change Management, 6(1), 53-65

doi:10.1080/14697010500523418

This article described the innovations between for-profit organizations and non-profit organizations which impact the culture of their organizations.

This study provided the difference between for-profit organization and nonprofit organization innovations, strategies and models. This helped me to fully understanding the choices among different types of innovation.

Knox, S., & Gruar, C. (2007). The application of stakeholder theory to relationship marketing strategy development in a non-profit organization. Journal of Business Ethics, 75(2),

115-135.

This article examined “the successful application and framework of contemporary marketing in nonprofits. It contributed to both stakeholder theory and relationship marketing practices through the integrated model, which enables market strategy development of nonprofit sector.”

It helped me to learn about the successful model and framework of marketing in nonprofits to develop these strategies and framework through design processes.

Kompella, K. (2015). The brand challenge: Adapting branding to sectorial imperatives. London, United Kingdom;Philadelphia, PA, Kogan Page.

This article considered, “The challenge of nonprofit organisations, the unique examination of the nuances of building brands in nonprofits, and adapted branding to sectorial imperatives.”

This articles helps my understanding of the challenges facing nonprofit organizations today, and it helped me gain deeper insight into the impact of brands in nonprofits for social imperatives.

Kristoffersen, L., & Singh, S. (2004). Successful Application of a customer and relationship management program in a nonprofit organization. Journal Of Marketing Theory & Practice,

12(2), 28-42.

This article described the process of implementing a customer relationship management program. It also identified the customer relationship management programs for nonprofit organizations.

This article applies consumer relationship programs to nonprofit organizations.

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ANNOTATED BIBLIOGRAPHY 3 Laidler-Kylander, N., Quelch, J. A., & Simonin, B. L. (2007). Building and valuing global brands in the nonprofit sector. Nonprofit Management & Leadership, 17(3), 253-277.

doi:10.1002/nml.149

This article considered, “strategic lessons on brand building and brand valuation activities of international nonprofit brands and provided a better understanding of brand building activities, imperatives and best practices in the field.”

This article helped me understand brand building for nonprofits and provided brand-building characteristics and examples for developing nonprofit organizations in the future.

Laidler-Kylander, N., & Stenzel, J. S. (2014). The brand idea managing nonprofit brands with integrity, democracy, and affinity. San Francisco, CA: Jossey Bass.

This article described “the role of brand in non-profit and overview of brand idea framework. This book provides insight, real world examples and strategies to help all nonprofits and build stronger brands that will enhance their capacity and impact.”

This article helped me to gain a deeper understanding of brand identity and brand affinity for brands in nonprofits by exploring the details of concepts and finding detail implementation guidelines for the frameworks.

Leroux Miller, K. (2010). The nonprofit marketing guide: High-impact, low-cost ways to build support for your good cause. 1st edition. San Francisco, CA: Jossey-Bass.

This article described “how to shape an effective marketing programs to grow organization by using savvy marketing and communications. It is organised into four sections. First, gives some perspective of nonprofit marketing world today. Second, describes marketing plan for a specific programs to create a powerful message. Third, it discusses about building a community of supporters to connect and communicate. Last, giving the key elements for successful implementation of non-profit marketing program.”

This article helped me to have a better understanding of the marketing for non-profit organizations, including cost-effective strategies and tactics to help nonprofits.

McLeish, B. (2011). Successful marketing strategies for nonprofit organizations: Winning in the age of the elusive donor. New York: John Wiley & Sons.

This article provided “an overview of nonprofits market planning and research programs and introduces the idea of undertaking external research analysis and the importance of information to move the organization closer to its goals.”

This article helped me implement a sophisticated marketing program for nonprofits by developing a new marketing program that will reach consumers and donors who support nonprofit organizations.

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ANNOTATED BIBLIOGRAPHY 4 Modi, P., & Mishra, D. (2010). Conceptualising market orientation in non-profit organisations: Definition, performance, and preliminary construction of a scale. Journal of Marketing Management, 26(5-6), 548-569. doi 10.1080/02672570903485113

This article applied the conceptualization of market orientation to non-profit organizations and studied the culture, behavior and environment in nonprofits.

This study provided the data about effective non-profit market orientation and methods used for nonprofits.

Salamon, L. M. (2012). The state of nonprofit america (2nd edition). Washington, D.C: Brookings Institution Press. doi:10.7864/j.ctt1xx6fn

This article demonstrated, “the overview of nonprofit in United States, examined the forces that are shaping its futures, identified the challenges and changes that might be needed for nonprofit organizations.”

This article helped me to identify and better understand nonprofits in United States, the current situation of nonprofit brands and the challenges of politics, the economy and finance.

Stride, H., & Lee, S. (2007). No Logo? No Way. Branding in the non-profit sector. Journal of Marketing Management, 23(1-2), 107-122.

This article examined “the role of nonprofits by values in developing charity brands and reviewed within the context of for-profit and nonprofit branding. It researched about the values of branding, brand conceptualization, brand development and brand management for nonprofits and for profits.”

This article helped me to develop brand value for nonprofits and identified the differences between nonprofit and for-profit brands.

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List of Figures and Tables Figure 1, The author defined target audience

Figure 21, Design Criteria 2

Figure 27:16 Prototype 16

Figure 27:34 Prototype 34

Figure 2, Research Map

Figure 22, Design Criteria 3

Figure 27:17 Prototype 17

Figure 27:35 Prototype 35

Figure 3, Research Map with Interviewee

Figure 23, Emphathy Map 1

Figure 27:18 Prototype 18

Figure 27:36 Prototype 36

Figure 4, Primary Research Interviewee

Figure 24, Emphathy Map 2

Figure 27:19 Prototype 19

Figure 27:37 Prototype 37

Figure 5, Professor Tom Hardy, Interviewee

Figure 25, H.I.V.E Logo

Figure 27:20 Prototype 20

Figure 27:38 Prototype 38

Figure 6, Professor Bruce Claxton, Interviewee

Figure 26, Work flow

Figure 27:21 Prototype 21

Figure 27:39 Prototype 39

Figure 7, Professor Mark Alan Bazil, Interviewee

Figure 27:1 Prototype 1

Figure 27:22 Prototype 22

Figure 27:40 Prototype 40

Figure 8, Professor Patrick A. Kelsey, Interviewee

Figure 27:2 Prototype 2

Figure 27:23 Prototype 23

Figure 27:41 Prototype 41

Figure 9, Professor Joseph A Digioia, ,Interviewee

Figure 27:3 Prototype 3

Figure 27:24 Prototype 24

Figure 10, Thawatchai Saengthamchai, ,Interviewee

Figure 27:4 Prototype 4

Figure 27:25 Prototype 25

Figure 11, Nattaya Swasdiphan, ,Interviewee

Figure 27:5 Prototype 5

Figure 27:26 Prototype 26

Figure 12, Diana Echeguren CaĂąedo, ,Interviewee

Figure 27:6 Prototype 6

Figure 27:27 Prototype 27

Figure 13, Christopher Priest, Interviewee

Figure 27:7 Prototype 7

Figure 27:28 Prototype 28

Figure 14, Clinton Edminster, Interviewee

Figure 27:8 Prototype 8

Figure 27:29 Prototype 29

Figure 15, Charintip Leeyawanich, Interviewee

Figure 27:9 Prototype 9

Figure 27:30 Prototype 30

Figure 16, David Robinson, Interviewee

Figure 27:10 Prototype 10

Figure 27:31 Prototype 31

Figure 17, Offering-Activity-Cultural Map

Figure 27:11 Prototype 11

Figure 27:32 Prototype 32

Figure 18, Research Findings

Figure 27:12 Prototype 12

Figure 27:33 Prototype 33

Figure 19, Design Criteria

Figure 27:13 Prototype 13

Figure 20, Design Criteria 1

Figure 27:14 Prototype 14 Figure 27:15 Prototype 15

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