Marketing and Branding

1. Virginia Office on Volunteerism and Community Service Marketing and Branding Making AmeriCorps a Part of Your Program’s Brand Strategy

2. Why is This Important? Much of the work your AmeriCorps program has done or will do goes on under the radar – quietly and without fanfare. As a result, the value and impact of AmeriCorps is often hidden.

3. AmeriCorps Teams Are Human Megaphones • Pre-Service Orientation • Elevator Speech/Mission Statement • Impact Stories • Life After AmeriCorps • PROMOTION • Media • Social Media • Low Tech

4. AmeriCorps Plays a Key Role in Your Story • Make the connection between the AmeriCorps Logo and your Program. • It’s ESSENTIAL for people to not only SEE but also UNDERSTAND what AmeriCorps means within your organization’s structure. • Integrate AmeriCorps and national service into your program’s narrative.

5. The AmeriCorps Brand • Program members, volunteers, and organization staff should understand the AmeriCorps brand and be able to easily talk about it to others. • AmeriCorps: • Engages individuals in service each year through thousands of organizations across America • Tackles tough problems • Recruits volunteers • Members gain valuable experience

6. AmeriCorps Branding Tools • Logo • Language • Gear • Signage

7. AmeriCorps Logos • http://www.nationalservice.gov/newsroom/marketing/logos • All branches of national service logos in various forms. • Ways NOT to use logos.

8. AmeriCorps Brochures & More • https://pubs.nationalservice.gov/Default.aspx • Materials can be ordered from CNCS at NO COST to your organization. • Posters, business cards, flyers, DVDs, stickers, door hangers, and brochures.

9. Americorps Gear • Members must be identified as AmeriCorps when performing their service. • If in your program’s budget, you can be reimbursed for AmeriCorps apparel. • Gear can be ordered at nationalservicegear.org/

10. Your AmeriCorps Program Brand • What is your brand? • How do you develop your brand? • How do you market your brand?

11. Developing Your Brand • Identify your needs and goals • What are trying to accomplish? • Identify your audiences • Influential People • Potential Members • Nonprofit Partners • Media • General Public

12. Make a Plan • Elevator Speech • Plan Your Promotion • Get Everyone Onboard • Messages • Target Audiences • Impact

13. Promoting Your Story • Media Relations • Social Media • Low Tech

14. Media • Do you have resources you can utilize at your organization already? Tools? • Identify the media resources in your community. • Volunteer Virginia e-newsletter http://www.vaservice.org/go/news/newsletter/ • Who are your audiences? • What’s your message?

15. National Service Media Guide http://www.nationalservice.gov/resources/

16. Social Media • Utilizing social media is the quickest and easiest way to tell your story. • Encourage members, volunteers and organization staff to share stories from the field. • A picture (or video) is worth a thousand words. • Share and tag

17. Your New Best Friends • OVCS • facebook.com/AmeriCorps-Virginia • @VAservice • CNCS • facebook.com/NationalService • facebook.com/Serve • facebook.com/AmeriCorps • @NationalService • @Servedotgov • @WendyCNCS • NationalService.tumblr.com

18. Other Promotional Methods • Develop marketing materials. • Use CNCS free materials. • Collaborate with community groups. • Work with other AmeriCorps project sites. • Host officials as Honorary AmeriCorps Members for the Day • Host an Appreciation Event for volunteers, etc. • Create a Short-Term Service Project

19. Questions? VA Office on Volunteerism & Community Service801 E. Main St., Richmond, VA 23219Toll free in VA: (800) 638-3839Direct: (804) 726-7065 Fax: (804) 726-7088Email: info@vaservice.org