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The Evolution of a Brand: Reaching Young People in Need

Discover the journey of our brand over 100 years, as we enable young people, especially those who need us most, to reach their full potential. Learn how we became one of the top ten nonprofit brands in America and the role of marketing in our success.

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The Evolution of a Brand: Reaching Young People in Need

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  1. The Evolution of a Brand September 2012

  2. Who We Are • Over 100 Years • Our Mission • To enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens. • Our Vision for the 1990s • To double the size of our Movement, to reach young people who need us most.

  3. Then and Now

  4. Our Brand Compared to the Big Brands Today One of the Top Ten Nonprofit Brands in America

  5. Why Marketing

  6. How Did We Make This Happen? • Impetus for Change • The Role of the Board • Vision for Marketing as a Priority • Goals and Objectives • Celebrity Spokesperson  Spokespeople

  7. Marketing Committee Can be a Force Multiplier to: • Create Marketing Plan • Define Objectives • Drive Plan • Engage Partners • Secure Resources • Evaluate Plan

  8. Marketing Committee Members • Marketing Managers • Advertising Professionals • Public Relations Managers • Media • Designers/Printers Examples: Pro bono ad agency Outdoor billboards Media placements Print materials

  9. Marketing is a Process Consistent with your Plan and Priorities

  10. Marketing: Then and Now Emanates from your Organizational Plan

  11. Marketing Plan Overview

  12. What We Learned About Marketing • Intentional Planning • Furthers Organizational Vision/Plan • Organizational Priority • CEO/Board Support • Talent (professional and board) • Resources • Key to Success

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