Assistance League of Omaha Strategic Brief

Strategic briefs guide all subsequent brand campaigns Where is the brand today? Briefly describe the current reality of the brand and influences to the strategy. The Assistance League of Omaha (ALO) is a member-based organization solely made up of volunteers focusing their efforts on philanthropic programs that benefit local children both directly and indirectly through their families. ALO is best known amongst its members and their personal contacts, but lacks recognition within the general Omaha community. It needs to increase brand awareness within this group in order to continue to fund its programs focused on childrens success. What do people currently think about the category? Non-profit organizations impacting children are one of the largest attention drivers for Americans; through supporting a cause they feel better about themselves, believe that they can make a difference, and become more connected to their community. How is culture currently shaping the category? The current recession is affecting the amount of time and money people have and are willing to spend. Technology acts as a helpful outlet to this problematic economic state by creating a more accessible, easy to use, and timely option for people while also providing cost effective options when reaching out to prospective donors. Who does the brand want to be (personality)? ALO wants to be known as Omahas non-profit for children and be recognized as an established, nationally recognized, all volunteer organization whose goal is to improve the lives, future, and success of local area youth. Who is the target for the future? Why should they care? Donors on all levels, including both individuals and corporations. They care because their contributions will go towards helping children living within the same community they are a part of. Since ALO is completely volunteerbased, they have minimal overhead assuring that all proceeds go directly to help children and thus the future of the Omaha community as a whole. Studies have also shown that the majority of consumers express preferences to companies that help make a positive difference. What differentiates the brand and makes it unique? ALO is entirely volunteer-based allowing all donations to be utilized through programs dedicated to benefiting children rather than contributing to member salaries. Every other year a community assessment is conducted to determine Omahas greatest needs and adjustments are made to the philanthropic efforts in order to constantly benefit local children in the most appropriate ways possible. ALO leadership also changes annually, providing change, growth, and avoidance becoming stagnant. Whats the key idea? Not necessarily literally communicated with audience. Everything for our children. Tactical Considerations: (truths for all campaigns moving forward) National brand standards must be maintained and the ALO brand must be emphasized as the hero rather than the available programs as these are the avenues by which the brands goals are reached. With annual leadership changes and lack of technological knowledge all efforts need to be easily transferrable and understood.