heidieroy

10 April 2016
EXECUTIVE SUMMARY: Team Onward (LaAmistad)
LaAmistad, which is Spanish for the friendship, is a nonprofit after-school
organization that focuses on transforming local communities by providing safe locations
for Hispanic families to advance their professionalism and education. With locations
throughout Georgia in the Atlanta, DeKalb, and Fulton areas, LaAmistad offers services such
as English for Successful Living (ESL), after-school tutoring, and summer camp programs.
The representatives and clients of LaAmistad are Ms. Cat McAfee and Ms. Gabriela
Gonzalez-Lamberson.
LaAmistad founder, Bill Maness, originally saw the need for after-school centers to
help the disadvantaged Hispanic families around Georgia in the year 2000. In 2001,
LaAmistad was created. They were officially recognized in 2006. Then, in 2012, the
organization received the Community Partnership and Community of the Year Awards.
At the start of 2013, the organization only had two school locations. By the end of
2014, that number had doubled. Then by the end of 2015, the organization had grown to
offering services at an impressive 7 school locations. From 30 June, 2014, to 30 June, 2015,
the organizations net surplus increased by over 1300%. Luckily, they have expanded
beyond original expectations and are now seeking assistance in creating a new 3-year
campaign to further their success.
To fulfill this need, team Onward was created with the vision to excel beyond the
basic expectations and achieve our goal of producing a campaign that is both aesthetically
and intellectually appealing while still satisfying our clients needs. The team was a
constructed of 5 members who answered to the Chief Executive Officer, Dr. Dedria GivensCarroll, and the Assistant Coordinator, Billy Hobbs.
1. Account Executive - Timothy Gaspard. The Account Executive is the team
leader. The AE has the responsibility for successful coordination, completion,
presentation, and delivery of the teams campaign plan. Additional
responsibilities include management of teams work schedule, deadlines,
budget, and proper alignment of campaign plan with agreed upon brand
platform. The AE is the primary point of contact for the CEO and the client,
and reports directly to the CEO.
2. Copywriting Director - Heidi Roy. The Copywriting Director leads the
responsibility for writing copy for all campaign materials assuring
grammatical and spelling accuracy, consistency, clarity, and effectiveness of
communication.
- - - - - - - - - - - - - - - - - - - - - - - - -h e i d i e r o y - - - - - - - - - - - - - - - - - - - - -

3. Director of Creative Services - Chante Ward. The Director of Creative Services

creates the overall look and vibe of all campaign materials relating to its
aesthetic appearance. This member must produce at least 3
recommendations suggested by the team for our final presentations. She has
developed team Onwards branding guide and LaAmistads suggest new
brand too.
4. Director of Research - Samantha Yantis. As the Director of Research,
Samantha holds lead responsibilities for strategy, implementation, and
compilation of research on client, organization, and applicable publics. Ms.
Yantis has acquired and organized information and resources to foster a
college scholarship program with LaAmistad. Additionally, she dispersed and
interpreted the analytics for surveys.
5. Media Director - Diamond Williams. The job of the Media Director is mainly
investigation, cost assessment, and recommendation of appropriate media
channels through which the campaign plan programming can be
implemented. She has researched and developed plans for the social media
expansion of LaAmistad.
We assess that LaAmistads main strength is their very solid foundation. By this we
mean that their mission and vision statements are clear and concise, with the exception of
the use of the term Latino in the place of Hispanic. Additionally, their progressive ideals
attract a large number of loyal, like-minded volunteers and donors, which will enable more
opportunities for the organization to expand in the future. With the combination of
dedicated volunteers, donors, and financial assistance from the government, LaAmistad has
enough strengths to expand further.
Although LaAmistad has many strengths, they also have weaknesses. The most
important weakness that our team identified was the lack of transportation. This weakness
is actually one of the main concerns brought to our attention by Ms. Cat McAfee. Other
weaknesses we identified include the appearance of the organizations website, the
organizations lack of social media use such as vine and Snapchat, the absence of a brickand-mortar central location, the organizations choice to limit national and global exposure,
and lastly, the lack of fresh and unique branding.
We recognized our main target audiences as volunteers aged 18-35 and 50 and over,
as well as donors aged 35-80. Team Onward began the mission to help LaAmistad further
assist the disadvantaged Hispanic community of Georgia by working, communicating, and
strategizing together to increase charitable donations by 20% and volunteer participation
by at least 25% through various opportunities.
The top opportunities recognized were the the need for social media expansion,
scholarship opportunities for LaAmistad graduates, collegiate organizations involvement,
developing a transportation plan for disadvantaged families, and an aesthetical revamping
of laamistadinc.org, which is LaAmistads main webpage. In addition to these main
- - - - - - - - - - - - - - - - - - - - - - - - -h e i d i e r o y - - - - - - - - - - - - - - - - - - - - -

opportunities, we identified other out-the-box opportunities such as acquiring a Snapchat

filter, celebrity endorsements, Disney 101, and the decision to network with other
leadership organizations in Georgia.
Possible threats were also identified. These threats include opposition from other
similar programs gaining potential volunteers or donors needed by LaAmistad. Another
threat would be the limited access most Hispanic families have to technology. An online
campaign to attract more Hispanic involvement could potentially be useless if that target
audience is unable to see it. The biggest threat is the lack of transportation to physically get
students to the after-school programs. Lastly, the language barrier between English
speakers and Spanish speakers could complicate future media decisions.
Overall, Onward plans to revamp and improve upon existing branding while
suggesting and implementing additional forms of expansion and brand development.

- - - - - - - - - - - - - - - - - - - - - - - - -h e i d i e r o y - - - - - - - - - - - - - - - - - - - - -