Communications Plan Recommendations

How Did the Sub-Committee begin?

June 2, 2015 Public Relations Committee organizing meeting

Issue Identified:

Need to produce marketing/promotional materials for new fiscal year

Discussion regarding challenge of creating materials with input from multiple opinions/viewpoints

Issue Source:

HWC/HWCC does not have standardized guidelines for Brand Identity/Positioning, nor Brand Guidelines

Issue Resolution:

For a limited purpose/time, form the Sub-Committee to address Issue Source and include appropriate Club volunteers; use Communications to encompass Public Relations, Marketing, and Communications initiatives/guidance

Sub-Committee Members

Sally Beisler, Chairperson, Focus Committee

Ginny Castellani, President

Darlene Entringer, Member

Brielle Giesen, Chairperson, Communications Committee

Clety Gomez, Treasurer

Lee Granger, Member, (Chairperson, Communications Plan Sub-Committee)

Becki Miller, Chairperson, Public Relations Committee

Carolyn Taylor, Member

Stephanie Strass, Member

Sub-Committee Methodology

Held three facilitated meetings during June to discuss issues, understand

possible solutions, and make recommendations to HWC Board

Developed a Word document for HWC Board review

Present findings and recommendations to HWC Board

Revise Word document based on HWC Board’s decisions (annually revise

thereafter, at the Board’s discretion)

Produce needed marketing/promotional materials for coming fiscal year;

limited quantities, if print

Overall Recommendation

Since it is expected that the Board’s decisions on club name(s) will be

forthcoming in the next fiscal year

Then, totally new taglines, logos, or other marketing elements SHOULD NOT

be introduced until those decisions are finalized

FY2015-2016 should be a transitional year

The following detailed recommendations are for the transitional year

Sub-Committee Objectives

Develop Brand Positioning

Develop Brand Guidelines

Prioritize Communications Tactics and Identify Resources

Analysis--Strengths

Heathrow name

Size of Membership

Longevity in community

Dedicated leadership

Diversity of membership

Quality of membership (abilities, knowledge)

Social opportunities/friendships

Ability to champion chosen charities

Credibility

Motivated/enthusiastic membership

Supportive sponsors

Analysis—Weaknesses

Heathrow name

Conflicting priorities

Resistance to new ideas (not progressive/open)

Unclear agreement on optimal membership size

Perception of “cliques”

Lack of clarity of identity and purpose

Lack of goals and business planning

1-year officer terms (lack of continuity/documentation)

Non-unified and irregular messaging to audiences: members, sponsors, community

Reliance upon volunteers

Limited funding

Limited event space for larger groups

Lack of full member participation in fundraisers, committees, club administration

Analysis--Opportunities

New membership outside Heathrow

Untapped talents with membership

More effective fundraising

New activities

New sponsors

Objective brainstorming/focus groups

Analysis--Threats

Other local charitable organizations

Work, family, hobbies

Community perception

Negative publicity

Intermediaries to charitable giving (sponsors want to contribute directly)

Audiences to Address

Members

Potential members

Community (local chambers of commerce, local businesses)

Sponsors

Potential sponsors

Charities

Government (mayors, commissioners, councils)

Recommended Positioning Statement

“Heathrow Women’s Club is a secular organization, neither political nor religious.

We are a dedicated charitable fundraising organization for our chosen (selected?)

charities benefitting women and children in Seminole County and surrounding

areas. And, we nurture an environment designed to create long-lasting

friendships and enjoyable fun social activities.”

Recommended Tagline

There should be just one to avoid market/audience confusion

HWC/HWCC has been using two:

“Socializing With A Purpose”

“We Make a Difference”

For fiscal year 2015-2016 (transitional year), use “We Make a Difference” to

be more in line with new Club Mission Statement and focus upon charitable

work

Use “socializing with a purpose” in supporting body copy of materials,

especially regarding social events/activities

Recommended Elevator Speech

“The focus of Heathrow Women’s Club is to support women and children in

Seminole County. Our charity-based organization has nearly 200 area

members and has raised well over $1 million dollars through numerous

fundraising activities over the last 28 years. We also have fun ‘socializing with

a purpose’ during activities and events. Will you consider becoming a member

or a sponsor of our club?”

Recommended Communications Tactics

Manage Community Relations and Publicity

Create and Publish Promotional Material (traditional and digital)

Create and Maintain Digital Media Presence

Maintain a Historical Record of HWC

Create and Maintain a Communication Plan Calendar (evergreen)

Communications Plan Budget

(FY2015-2016)

Item Amount

Communications

Website $ 192.00

Chamber of Commerce

membership

175.00

Domain name 20.00

Sub-Total $ 387.00

Public Relations

Brochure(s) $ 250.00

Other 500.00

Sub-Total $ 850.00

Total $ 1137.00

Recommended Brand Guidelines

Use of the Heathrow® framed “sign” in

the HWC logo

Current HWC logo Findings,

Observations, and Recommendations

Findings and Observations

It has not been used consistently

“Heathrow” is a word in the public domain; club does not need permission to use

The Heathrow development can claim logo (with/without ®) in first use

HWC does not have written permission from Heathrow development for use

Emphasis on “Heathrow” may no longer serve HWC purposes; and, may be perceived as exclusionary

Graphic is dated

Recommendations:

Discontinue use of “sign” as club logo, as soon as is practicable

During the transitional year, use a stylized form of the name(s), but not a logo

When Board determines name, invest in professional graphic development of new logo

Recommended use of Names,

Abbreviations, & Initials

Internal to Heathrow Women’s Club

In its first usage, in any written copy for internal club audiences, the Name may be

shown as:

Heathrow Women’s Club (HWC) or Heathrow Women’s Club Charities (HWCC)

Subsequent reference, within the body of the same document may be used as

follows, for convenience:

HWC or HWCC

Recommended use of Names,

Abbreviations, & Initials

External to Heathrow Women’s Club

Any usage, first or subsequent, in any written copy for audiences external to

Heathrow Women’s Club, should always spell out the full name and initials

should not be used. This will preserve the brand name and provide clarity to

external audiences. The usage should be:

Heathrow Women’s Club or Heathrow Women’s Club Charities

During Transition Year: reference Heathrow Women’s Club for social

activities/events and Heathrow Women’s Club Charities for charitable

activities/events; thereafter, update guidelines per Board’s club name

decision

Recommended Colors, Fonts, &

Backgrounds

During the transitional year, only use a stylized logo that consists of the name

in words, with no or minimal graphic elements. DO NOT create/use a new

logo until the Board has determined the club name.

Recommended samples, currently in use:

Recommended Colors, Fonts, &

Backgrounds

Recommendations:

The color is: #38761d green; it may also be used in black or in a white reverse

against a dark background

The fonts are: Google’s Playball for cursive and Google’s Josefin Sans for

block

The font size: should be adjusted for the graphic application/medium

Backgrounds: the name should be staged against a solid background in a

complimentary color

Recommended Use of Photography

Recommendations:

Always obtain “permission to use” in writing, if the photograph source is not a

HWC member that has taken or submitted the photograph for HWC use

Always assure that the resolution of the photograph is appropriate for the

purpose

The size of the photograph should be cropped to provide clarity for the

objective/subject of its usage

Always consider the overall composition of the photograph to ensure that the

member or event is not compromised

Recommended Brand Intellectual

Property Protections

Trademark

Determine if needed after Board determines club name

USPTO

Copyright: recommendation

Copyright © 2015 Heathrow Women's Club, All rights reserved.

Domain name

www.heathrowwomensclub.com

Use of Articles of Incorporation (Inc.)

Recommendation: not needed in promotional usage

Recommended Transition Timeframe

FY2015-2016

Cease using Heathrow “sign” logo

Use HWC/HWCC stylized words instead of logo

Use “We Make a Difference” as tagline

Work to communicate Brand positioning and elevator speech

Use approved recommendations in producing communications materials

By March 31, 2016—Board determine club name

FY2016-2017

Update/revise Communications Plan

If needed: develop new logo and tagline, determine need for Trademark

Update/revise Communications materials

Tagline Explorations

Option 1:

Helping

Women and

Children in our

Community

Option 2:

Women Helping Women and Children

Option 3:

Uplifting the Women & Children in Our Community

Option 4:

Growing Positive Futures for Women and Children

Logo Explorations--HWC

Logo Explorations--HWCC