Case Studies Archives - Red Rooster Group

JobTrain Case Study

Howard Levy — Thu, 21 Aug 2025 15:13:55 +0000

JobTrain

A Job Training Organization Increases Its Revenue

Ongoing fundraising and communications strategies are helping this organization elevate its brand, leverage AI, and raise more money.

Organizational & Brand Strategy
Fundraising Messaging
Capital Campaign Messaging Strategy
Annual Fund & Spring Appeal Campaigns
Fundraising Event Promotion
Annual Impact Reports
Internal & External Newsletters
Videos
Custom AI Solutions
AI Technology Adoption
Strategic Consulting

Fundraising Results

61% increase

in total amount raised v. prior year

2024 YEAR-END CAMPAIGN

400% return on investment

and reclaimed 3 long-lapsed donors

2025 SPRING APPEAL

Fundraising Results

61% increase

in total amount raised v. prior year

2024 YEAR-END CAMPAIGN

400% return on investment

and reclaimed 3 long-lapsed donors

2025 SPRING APPEAL

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Telling the Story of Poverty’s Impact

Howard Levy — Mon, 23 May 2022 05:24:10 +0000

The Shared Humanity Project

Telling the Story of Poverty’s Impact

Real poverty is almost twice what most people think it is. We helped this organization define its brand and communicate its solution to donors.

Services

Discovery
Brand Positioning & Messaging
Visual Identity
Donor Presentation

Exploring Poverty

We took a deep dive into the various definitions of poverty, measurement indices, history of poverty, and other aspects of economic need.

Developing Their Message

Donors need to understand why this organization’s perspective on poverty matters. We guided their team in crafting a clear description of their work and its impact.

Who We Are

We are passionate experts bringing decades of experience in programs that address poverty. This includes on-the-ground experience delivering programs in the most underserved and at-risk communities as well as decades of research on safety net and family support programs in public and private think tanks.

What We Do

We are building a national movement to end poverty in the United States by redefining what “poverty” means, measuring it locally and accurately, and educating and engaging individuals and entities from all sectors to work together to eradicate it.

Why We Do It

If it were your child or your parent who lived each day in poverty, with the constant stress that comes with never ending scarcity or the constant danger that comes with living in economically distressed communities, you would feel the urgency to solve it. We started The Shared Humanity Project because poverty is solvable when we bring the commitment, creativity, and appropriate priority. Our plan has specific actions that every person and every organization can take to help solve a crisis that affects every one of us, not just the more than 75 million Americans who do not have the financial stability to get by on their own.

Why It Is Important

To allow for millions of Americans to live in the scarcity of poverty when we have the knowledge and the resources to solve it is inhumane. To allow this to be the case, decade after decade is worse. Alternatively, when we ensure that every American has sufficient economic stability, we can transform humanity from what is to what can be, unlocking the potential of all Americans.

What Impact We Have

We aim to transform the way that society views and measures poverty and engage everyone in creating positive change. This effort changes all of us in qualitative and quantitative ways, uniting us and arriving at solutions, together. The long-term impact is a shared experience of life where our potential is realized rather than imagined.

Why Donors Should Support Us

For decades, poverty has been seen as an intractable problem, a “normal” part of American life. Yet it is solvable. We have done the research and built an organization to engage all sectors of society equally to tackle this issue. Our National Plan highlights the extent and depth of poverty in this country. It reveals the number of people living at 50% of median income in each county as a springboard to actions that people can take through our website. It provides an effective answer to the question “What can I do?”

Articulating Their Distinction

And we helped them articulate the core values that make this organization’s approach unique.

Comprehensive

We take a comprehensive approach that cuts across various silos (such as food, wages, housing, etc.).

Interconnected

We bring all sectors together to address this issue.

Practical

We provide a broad array of ways to make a difference and make it easy to take action.

Non-ideological

We offer a range of solutions independent of government support that do not take sides or favor particular ideologies.

Grounded in Research

Our solutions are based on decades of on-the-ground work and research.

Individual Action

We emphasize the shared responsibility of each of us to take action to address this collective societal problem.

Developing the Visual Identity

Visualizing the National Plan

Core to communicating the essence of The National Plan to End Poverty was creating a graphic that shows the audiences, issues, and actions to be taken.

Crafting the Story for Donors

The Case for Support takes donors on a journey. It describes the problem and challenges the norms of measuring poverty, yet it is hopeful. There is a solution.

SELECTED SLIDES SHOWN

We open with an emotional hook and introduce the problem.

Compelling comparisons and graphics help tell the story.

The solution is introduced.

We build the case for supporting a larger vision of societal change.

“Awesome work. Your thoughts and insights are fantastic – and I feel that way every time we speak.”

Mark Bergel, Ph.D, Co-Founder, The Shared Humanity Project

The post Telling the Story of Poverty’s Impact appeared first on Red Rooster Group.

Rebranding Positions Human Services Agency as a Leader in the Sector

Howard Levy — Fri, 05 Oct 2018 16:11:55 +0000

How does a $100 million social service agency remain relevant in a competitive environment?

Founded in New York City in 1831, Leake & Watts had evolved from an orphanage to a multi-faceted agency with more than 40 different programs. But their name and brand were hampering their ability to get referrals and attract donors.

We created a new name, message, and visual identity that positions it as a leader in the sector. Here’s how we did it.

Challenges

The organization needed to address the problems with its name and retain a sense of history while moving forward to appeal to donors and funders.

Discovery

We conducted a thorough Discovery process that was designed to help us uncover brand perceptions and communication issues:

A Brand Audit that assessed all touchpoints with the public.
A Competitive Review of other human services agencies to identify key differentiators.
25 Interviews with leadership, Board members, and donors.
An Interactive Workshop with two dozen senior leaders to explore brand strengths.
Five Focus Groups with different departments to understand their brand challenges.

Naming

The leadership, Brand Committee, and Board were engaged in a thorough process to develop and test a new name that would meet their needs around the theme of “Rise.”

After exploring more than 1,400 naming ideas, field testing for perceptions, and conducting legal vetting, the Brand Committee selected the name Rising Ground. This conveys how the organization helps people rise above adversity regardless of what they are facing. The tagline, ”Paths to positive change since 1831” amplifies the message and connects to their history.

Messaging

As part of the branding process, we updated the Mission and Vision Statements, Values, and other brand messaging.

Mission

Driven by the belief that each of us can thrive when life has hope and opportunity, Rising Ground provides caring support and proven paths to positive change, helping the most vulnerable children, adults and families rise above adversity.

Vision

Rising Ground envisions a future for New York where every child has an equal opportunity to succeed; where vulnerable individuals and families have the resources and support they need; where people with disabilities can access opportunity and fully participate in their communities; and where all are supported as they navigate life’s challenges and positively direct their lives.

Boilerplate

Rising Ground is a leading nonprofit social service organization, providing the most vulnerable children, adults and families in the Greater New York City area, with the resources and skills needed to rise above adversity and positively direct their lives.

Visual Identity

We created a new visual identity that is expressive, contemporary, and evokes the agency’s personality. The visual identity system consists of:

Website

We planned, wrote, designed, and developed a completely new website for the organization. We created a positive experience that showcases the agency’s mission of helping people rise above adversity.

Visit Website

Brand Launch

Announcing the new name was an opportunity to renew enthusiasm for the organization. To facilitate the transition, we drafted a Why We Changed Our Name document, letters to each stakeholder group, FAQs, a video, and other materials. The launch events generated lots of excitement and the name was well received by staff and donors, and garnered some media coverage (handled by a PR firm).

Outcomes

Rising Ground’s new brand eliminates the confusion with their old name, inspires donors with an uplifting message, and gives staff a clear purpose to rally around.

Most importantly, Rising Ground is positioned as a leader in the social services sector — one not known for bold changes. Leake & Watts’ transformation to Rising Ground has sent a signal to the sector that it is leading the way with bold decisions. They are seen as an attractive potential partner for acquiring other agencies, and their new brand is serving them well as in vying for attention and funding in these uncertain political times.

“Howard and the entire team at Red Rooster Group truly went above and beyond with our project – the rebranding and renaming of a venerable 185+ year organization. It wasn’t easy! Red Rooster Group took the time to really listen to what we believe in and what we wanted to achieve. Their process was strategic, creative, and inventive from start to finish. All throughout, Red Rooster Group made sure we stayed true to the core themes of our work that we collectively identified. No detail was too small and no request unsatisfied. You couldn’t ask for a team more dedicated. Today, we have a new name, visual identity, website, messaging, and mission and vision statements that are truly reflective of our impact in the community. Our new brand positions us with confidence as we look to the future and ways to further increase our impact. Red Rooster Group was a tremendous partner. We are delighted with the results of our work together!”

— Meredith Barber
Senior Director of Institutional Advancement
Rising Ground

Download the 1-page Case Study PDF.

Download the full 10-page Case Study PDF.

The post Rebranding Positions Human Services Agency as a Leader in the Sector appeared first on Red Rooster Group.

JCC Capital Campaign Brochure

Howard Levy — Sun, 08 Jul 2018 05:25:08 +0000

Sid Jacobson Jewish Community Center

Capital Campaign Uses Stories of Intersecting Lives

To raise money for renovation and expansion at this Jewish Community Center, we used a storytelling approach. We developed the theme of Intersecting Lives to show how the JCC brings together different people from the community.

Services

Campaign Theme & Identity
Campaign Logo & Digital Assets
Core Fundraising Messaging
Campaign Brochure

Challenge

We had to communicate the value of needed upgrades to the existing building as well as a new facility that would serve as a community food hub for those in need.

Solution

Our solution was to use stories to show how integral this JCC was to different populations within the community.

The brochure describes the specific improvements to the building as well as new additions planned, framed around supporting the Jewish community and putting Jewish values into action.

The hand-drawn style of the people and textured stock lend a personal touch, while a pocket contains inserts describing the various giving opportunities for donors.

We designed the brochure around three stories, each featuring three different people who connect at the JCC. The stories are told in panels that show two people but open up to reveal all three.

A spread features quotes about how people will benefit from the capital improvements.

See more examples of capital campaign brochures and learn more about our capital campaign services on our site: CapitalCampaignKit.com

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Brand Update Promotes Largest Educational Organization In India

Howard Levy — Wed, 30 Dec 2015 20:02:20 +0000

Pratham USA

Promoting the Largest Educational Organization in India

Pratham USA wanted to strengthen its image and give its 15 chapters the communication tools they needed to be more effective in raising money for the organization. Red Rooster Group was brought in to develop a comprehensive brand, marketing strategy, and fundraising materials.

Services

Discovery
Workshops
Communications Assessment
Communications Plan
Marketing Plan
Brand Strategy
Brand Architecture
Core Fundraising Messaging
Case for Support
Donor Brochure
Donor Presentation
Annual Report
Website
Peer-to-Peer Fundraising

Building Marketing Foundations for Success

Pratham has taken on one of the worst problems in the world — literacy — with innovative yet proven tactics. It is one of the few nonprofits in the world that invests in Randomized Control Trials, an expensive but accurate way to assess effectiveness.

Pratham’s methods are used in 14 countries on three continents. The results guide government policy as well as help ascertain the best methods to teach reading to children.

Pratham USA raises money to support these efforts. Because the challenges are so great — 300,000 children in India cannot read — Pratham needed a marketing and fundraising strategy to get the word out about Pratham’s impact and expand its base of supporters.

We developed a marketing strategy as well as fundraising and communications plans and marketing materials to drive their outreach efforts.

Conducting Research

To find out why fundraising had plateaued and laid the foundation for their marketing and fundraising strategy, we conducted the following research to identify the challenges and opportunities.

Researched similar organizations in the sector.
Conducted a survey of donors.
Conducted workshops for national and chapter leaders.
Reviewed the past year of email and other communications with donors.
Determined marketing priorities.

Communications Plan

During our research, we found that communications with donors were sporadic and visually inconsistent. We developed a 24-month communication plan that coordinated the outreach of the national office with that of all the chapters. The communications schedule ensured that donors were not hit with multiple asks and that all events and campaigns were well-publicized. In addition, we provided templates for each chapter so their outreach would be visually consistent as well as timely.

We strengthened their brand, updated their messaging, and gave each chapter the tools needed to fundraise effectively.

Unifying the Visual Identity

Pratham lacked guidelines for their logo, which resulted in different typefaces, colors and layouts being used, as well as inconsistent treatments for the names of chapters and affiliates.

While Pratham has a clear mission, a logo, and brochures, the organization conveys a very fractured image. This can confuse donors and represent a lost opportunity to build equity in the brand. Another factor is that Pratham in other countries convey their brand slightly differently as well, with different typefaces for the logo and different designs for the website.

BEFORE

AFTER

During the brand review, we assessed that the logo was used in a wide variety of ways in the marketing materials, creating a fractured image for the organization. And chapters were setting their names in different typefaces and colors, undermining the professionalism of the organization.

To address this problem, we developed a comprehensive brand architecture for the organization that defined the relationship of the logo and tagline, created consistency for the chapter names and their treatment in the logo, and determined how international affiliates should be styled. We then developed versions of all the logos (15 chapters plus international partners) with and without the tagline in formats for print and web use.

Message Development

A core part of the strategy for Pratham USA was articulating Pratham’s global impact in developing and validating new tactics to increase literacy. To help Pratham and all the chapter heads tell their story in a compelling way to appeal to donors, we developed the following messaging tools:

A Case for Giving that describes the problem that Pratham addresses, how Pratham helps, Pratham’s impact, and ways donors can get involved and make a difference.
Brand Story that summarizes the case for giving.
Boilerplate that can be used to remind donors of Pratham’s mission and impact and urge them to donate.

Brand Story

At a time when half of the children in India cannot read, Pratham provides a low cost method to address the problem effectively on a large scale. Pratham is the only organization that empowers individuals through education as well as driving systemic change through a bottom-up approach. By training 60,000 volunteer teachers in 21 states, we are able to provide support for educating the entire population.

Pratham’s successes break the cycle of poverty for families in villages and cities and contributes to the economic and political vitality of India. Pratham has successfully reached more than 34 million children across India. Millions of children who could not even recognize the alphabet when they began now read fluently and with passion. Pratham’s methods have been recognized by leading foundations, including Skoll, Gates, and Hewlett, as a model worth emulating. Pratham’s methods are now being employed to help other countries facing similar educational challenges. Pratham USA, a 501(c)(3) nonprofit organization with a four-star rating (the highest possible) from Charity Navigator, accepts tax deductible contributions from U.S. donors. We depend upon generous donors like you to create educational reform throughout India and the world.

Boilerplate

Pratham is one of he world’s leading non-governmental organizations working to provide quality education to underprivileged youth. With a budget of less than $15 million, we use very low cost and scalable methods and work in collaboration with the government, local communities, parents, teachers and volunteers across the country to educate hundreds of thousands of children every year. Pratham USA, a 501(c)(3) nonprofit organization with a four-star rating (the highest possible) from Charity Navigator, accepts tax deductible contributions from U.S. donors. We depend upon generous donors like you to create educational reform throughout India.

Case for Support

We developed their Case for Support around what the donors need to know:

The Problem: What is the problem that the organization is addressing? We humanized the problem of widespread illiteracy in India by telling a story about one girl’s plight. We also provided a visually demonstrated the problem by creating a graphic showing the cycle of poverty that plagues many in India.
The Solution: What is Pratham doing about the problem? We describe Pratham’s programs to build literacy and create systemic change for education in the country
The Impact: How effective is the organization in addressing the problem? To demonstrate Pratham’s success, we presented a chart showing the results of Pratham’s signature program, Read India II, in 21 states across India.
The Appeal: How can donors support Pratham? We describe the different ways that people can support and get involved with the organization.

We designed the document to be easy to read and support Pratham’s brand, with photos that help to help people understand what Pratham does — overall a clear and compelling case for supporting Pratham.

Brochure

We created a brochure that could be handed out widely at galas and other events for fundraising purposes. The brochure makes a bold statement about the the vast scope of illiteracy in India, and describes how Pratham is addressing it.

Annual Report

We redesigned the organization’s annual report as part of an overall brand refresh for the organization. The theme of Raising the Bar on Hope was aimed at reinvigorating interest in the organization’s donor base which was experiencing some fatigue with Pratham’s message.

Marketing Templates

We created a consistent brand look for all materials so that donors can recognize them as Pratham’s. This reinforced the brand in people’s minds and made it easier for staff to create collateral materials, such as:

Email Newsletters
Email Blasts
Print Newsletters
Gala Invitations

Clarifying Roles & Responsibilities

Plans are only as good as their implementation. We helped Pratham USA put the structure in place that would facilitate implementation.

Identify the required roles and clear assignment of marketing tasks.
Determine what can be handled in-house and what needs to be outsourced.
Establish accountability for delivery.
Develop procedures for creating, reviewing, and approving fundraising materials.

Board Development

Pratham had not fully utilized the board as brand and fundraising ambassadors. We suggested ways in which board members could improve their fundraising effectiveness by giving them succinct messaging and collateral materials to guide them as they talked with potential donors. During our time, Pratham USA attracted Fareed Kazaria to its board.

Peer-to-Peer Fundraising

We promoted their readathon by creating materials for recruiting local hosts, as well as promoting the readathon locally in the community through digital and print materials. We increased the average donation from $76 to $102 over the prior year’s event.

RESULTS

36% Increase

Over Prior Year

The post Brand Update Promotes Largest Educational Organization In India appeared first on Red Rooster Group.

National Nonprofit Refreshes Its Focus, Name, Visual Identity, and Outreach

Howard Levy — Tue, 29 Dec 2015 15:41:05 +0000

Tourette Association of America

National Nonprofit Refreshes Its Focus, Name, Visual Identity & Website

Like many disease and disorder organizations, the Tourette Syndrome Association (TSA) wanted to increase public awareness in order to foster a greater acceptance of this condition. Red Rooster Group was called in to refresh the organization’s brand by refining its focus, evolving its name, updating its visual identity, and developing a new website.

Services

Brand Analysis
Website Assessment
Competitive Review
Stakeholder Interviews & Surveys
Focus Groups & Brand Workshops
Audience Needs Mapping
Brand Positioning & Messaging
Renaming
Visual Identity System
Brand Style Guide
Website User Experience
Website Copywriting
Website Design
Website Development & Integrations

Assessing the Needs

Founded in 1972, the Tourette Syndrome Association (TSA) is the only national nonprofit organization that helps individuals and their families deal with the many issues associated with Tourette Syndrome and tic disorders. With more than 30 chapters nationwide, its main mission is to increase awareness and knowledge about Tourette Syndrome while advocating for public policy issues, and investing in medical research to better understand this little-known but widespread condition.

Refreshed Brand

TSA wanted to refresh its brand with a new logo and tagline in order to bring uniformity and consistency to the organization’s image and messaging, and do it in a way that thoughtfully transitions the organization from its historical look and feel toward a more hopeful, energetic, and professional identity.

Updated Website

Part of the project was also to simplify and reorganize the current website to help showcase the array of services that TSA offers, help users more easily find the information they need, and engage people in taking action and joining the community.

Discovery

To begin the project, we conducted research to provide us with key information for developing TSA’s brand. This included:

Reviewing TSA’s internal and external documents and materials to learn more about the organization and the issues it addresses.
Facilitating workshops with TSA staff and chapter heads to understand chapter needs and perspectives.
Hosting a feedback table at TSA’s annual conference for in-person engagement.
Conducting individual interviews with a range of constituents.
Holding one-on-one discussions with TSA staff about each department’s needs.
Conducting surveys with the TSA community, general public, and other groups.

Key Takeaways

Defining the Message

Mission

Red Rooster Group worked with TSA to develop internal and external messages for the organization. A core part of the branding initiative was to update the organization’s Mission Statement to reflect its current focus. This included a shift in the outcomes of the medical research, being more positive and inclusive, and increasing the focus on awareness of Tourette Syndrome. We worked with organizational leadership to refine the language and get feedback from various constituents.

Mission Before

To identify the cause of, to control the effects of, and find a cure for Tourette Syndrome through education, research, and service.

Mission After

The Tourette Association is dedicated to making life better for all people affected by Tourette and Tic Disorders.

Refining the Name

Organizational Name

The branding process was the perfect opportunity to examine whether the organization’s name — Tourette Syndrome Association — should be changed in any way because the name was long, it was often shortened to TSA, and consequently confused with the Transportation Security Administration. The organization was exploring ways to improve the current name, rather than develop an entirely new name.

The main name considerations included:

Whether the word ”Syndrome” should be dropped from the name. The word had medical significance, people with Tourette Syndrome identified themselves that way and, yet, to the general public and newly diagnosed, that word can make the disorder seem more scary. Since Tourette Syndrome is referred to as TS, how would dropping ”Syndrome” work using ”TS?”
Whether there would be any designation of a national presence in the name. The organization is both national and international in scope and wants to be recognized as distinct from the chapters. Yet, adding another word would lengthen the name and increase the likelihood of abbreviation.
If the name is shortened to Tourette Association, whether or not to use an apostrophe on Tourette’s. Formally, an apostrophe is used, but how would that complicate the name and URL?

Iterations of the name were presented and discussed with leadership. We then tested the reaction of the Tourette community to the naming options in focus groups, eliciting feedback that helped shape the decision to use Tourette Association.

Before

After

Revitalizing the Visual Identity

Recognizing Brand Equity

A major component of this branding initiative was to update TSA’s logo, which had been in use for decades. While people had an affinity for the symbol due to familiarity, feedback from surveys told us that while people liked the sense of movement, they thought the logo looked dated and that the figure looked isolated and trapped.

Original Logo

Exploring Concepts

Our goals with the redesign were to update the symbol to be more dynamic, with a sense of energy and a suggestion of the positive aspect of living with TS successfully, rather than feeling inhibited by it. We explored a wide range of graphic expressions that could showcase the organization, while being sensitive to not misrepresenting Tourette Syndrome. These concepts included abstract symbols, representation of motion, community, figurative icons, and other concepts.

Visual Identity Exploration

After rounds of refinement, two logos emerged as final contenders. To provide a sense of how the logos would work in real-world applications, we applied them directly to both new and existing media.

Logo Testing in Focus Groups

The two final logos, as well as the shortened organizational name and the tagline, were tested in focus groups with TSA’s community in various cities. The feedback helped us gauge how people with Tourette Syndrome would feel about changes to the organizational brand as well as giving us specific feedback on each brand element. As a result of this feedback, we further refined one of the logos.

Logo Testing in Internal and External Surveys

To understand how people who were not familiar with Tourette Syndrome would perceive the logo and tagline, we conducted a survey of the general public. The following logos were tested, using the existing logo as a baseline. Option B was the winner.

A

B

C

Presentations for Internal Buy-In

During the course of the engagement, TSA leadership solicited input from various internal stakeholders, such as a leadership advisory team, the board, and a chapter council. Red Rooster Group created presentations showing the evolution of the brand elements so that the President could successfully pave the way for organizational changes by allowing input while addressing resistance to change and concerns about any of the brand elements.

Creating a New Website

Creating a Content Strategy

The site contained a massive amount of information but was very difficult to navigate. We cataloged the content from more than 1,000 pages and reorganized huge amounts of information so various audiences have a clear path to what they need. In addition to pages written for specific audiences, the site contains a searchable Resource Center to access a variety of media resources.

Developing a Modular Content System

The site is designed to be completely responsive for mobile, tablet, and desktop users, and has a robust administration area in the WordPress CMS to make it easy for staff to update. The unique modular block system we developed provides the ability to create interesting pages easily. Red Rooster Group handled the entire website development process including site architecture, copywriting, wireframing, design, development, and final testing.

Before

Rotator provides a quick overview of the organization.

Quick access to relevant content for key audiences.

The Did You Know feature appears on different pages with different facts.

Get Involved and Take Action modules encourage user engagement.

After

The website is fully responsive for viewing on tablets and other mobile devices.

What is TS?

This subpage is used to provide information for those new to Tourette Syndrome.

Learn About

Main section pages were designed to engage users and allow easy navigation to audience-specific resources.

Color-coded header modules for each section welcome users and help them acclimate to the section.

Three-column format provides choices for users without overwhelming them.

This module allows an image and multiple buttons.

Certain modules allow set content to appear on different pages throughout the site.

Action modules are present throughout the site to encourage interaction and provide help to site visitors.

Blocks of volunteer opportunities showcase the many ways users can donate
their time.

This page offers quick links to other ways users can support the organization.

Event modules allow users to sign up and get involved with events in their area.

Get Involved

Tourette Association offers a variety of ways in which users can get involved with the organization.

Teens with TS

Teenagers with TS face particular challenges so we created a page with information written specifically for them.

TS Awareness Main Page

Easy access is provided to publications, ads, audio lectures, and other resources.

Advocacy Main Page

The site presents quick and easy ways to support and advocate for the Tourette Association’s issues.

Integration with advocacy software allows users to engage with and take action on current issues.

Action items to engage users are embedded throughout the site.

A specialized search functions allows users to filter and sort thousands of resources.

Quick link sections provide easy access to content.

Resource Center

By aggregating years of past publications, articles, videos and slide shows, the Resource Center allows users to quickly and easily search for reference materials that meet their needs and answer their questions.

Connect with TA Main Page

With contact information, newsletters, and feedback forms built right into the site, the Tourette Association welcomes all who come to it for information, assistance, or even some friendly advice.

The post National Nonprofit Refreshes Its Focus, Name, Visual Identity, and Outreach appeared first on Red Rooster Group.

New Brand Helps Three Camps Merge into One

Howard Levy — Fri, 18 Dec 2015 16:42:46 +0000

UJA Federation of New York

Merging Three Camps Into One Leads to Increased Enrollment

Three well-respected day camps were merging into one while introducing a new camping model. They needed to maintain current campers and gain new ones. We helped them do that.

Services

Discovery
Brand Positioning
Messaging
Naming
Visual Identity
Consumer Testing
Marketing Collateral
Website

Challenge

The three camps that make up the new camp are each long-time providers of Jewish camping experiences. One challenge was maintaining the loyalty and respect of existing supporters while igniting enthusiasm for the new organization. The additional challenge was introducing a new camp model in which campers choose one track of activities for a week at a time. The camp also had to appeal to Jewish campers without putting off non-Jewish ones. Equally important is a name that embodies the values of the new camp in a process that generates buy-in from existing stakeholders. Red Rooster Group worked with the three entities to craft a unified brand to successfully launch the new camp.

Organizations Merging Their Camps

Discoveryy

Our process began with a Discovery Phase which lays the foundation for the name, logo, branding, and marketing strategy. This provided a deep understanding of all the organizations involved in this merger and a clear picture of the potential market for the new camp. Discovery included interviews, competitive reviews, and a review of existing research that had been done for the camp merger.

Discovery Findings

Camp Similarities

The three existing camps share many attributes including position, values, and goals. Their common denominators were:

Commitment to quality programming and staff.
Dedication to Jewish values.
Reputation as best option in local area for the price.
Community, personal feel, familiarity.

Current equities: quality reputation of delivering on promise, trust, reliability, child-centric, focused, customer service and communications, ”best game in town.”

Local Differences

The research also uncovered unique differences for each of the three existing camps that had to be reconciled in the brand. For example, parents at one of the institutions based in the city felt a strong need for their children to be outside and in green space. At the entity in NJ, the population was homogeneous, contrasting with the diversity in the city. The third camp had a more educated and more Jewish/religious population.

Audiences

Current camper base is more than half non-Jewish or unaffiliated Jewish families.
Parents are looking for their child to be safe, grow, learn to be better human beings, feel good about themselves, make friends, and have fun.
They are looking for a camp that will provide a long day of coverage, safety, convenience, attractive pricing – many campers are on scholarships.
Child is engaged, busy, happy, making friends, learning, and growing emotionally.
Middle class working families prefer quality experience over bells and whistles.

Competitive Situation

Trend in short-term attendance at specialty camp instead of camp all summer.
Highly competitive focus on a single area in specialty camp can cause burn out.
Private camps are significantly more expensive, have ”brand name” instructors, many ”bells and whistles.”
Town camps are significantly less expensive with corresponding limited facilities and programming.
Competition is increasing from summer programs at schools and synagogues as well as community offerings.

New Camp Competitive Position

The new camp will hold a center position at the crossroads between expensive to inexpensive, and specialty to traditional.
Offers what the expensive camps have at an affordable price.
Serves campers who wants a specialty experience without giving up other activities.
The pre-eminent place in the area to send your child.

Positioning

Goals

The camp’s marketing goal is to increase the collective camp attendance by 300 to 800 in 2015. Reaching this goal requires raising awareness of the new brand and the value of the camping experience it offers while communicating a consistent narrative about the new entity formed from three different organizations.

Brand Positioning

We wrote a brand positioning statement to set the new camp apart from other camps serving families — both Jewish and non-Jewish — in the Upper Manhattan-Bronx-Tarrytown area. In developing the new camp’s messaging, we explored the concepts from the Discovery Phase to clearly differentiate the new camp from its competitors and appeal to parents.

Brand Positioning Statement

New Camp provides your children with a well-rounded summer day camp experience where they get to choose specialty programming that interests them while also enjoying all of the other activities that you would expect from a camp. Because this new model offers campers freedom of choice, it also aids families in making the best camp choices for their children.

Like choosing a major at college, children select from different “Neighborhoods” or “pockets of interest” for a week at a time, allowing them to explore new activities, learn new skills, and strengthen those they already have. This Neighborhood concept allows campers to focus on their favorite specialty area and then to explore other areas if they want to. Deep friendships evolve as the children explore these activities with others kids who share their interests. The Neighborhoods include: Fitness and Athletics, Arts and Drama, Science and Nature, Outdoor Adventure, and Farm to Table

Campers spend their time in a warm, nurturing environment where the framework of Jewish values actively teaches them to care for their bodies, the environment, and for other people.

Naming

The camp’s name is the first point of contact with parents and campers. It must convey something that makes people — staff as well as parents — want to engage with the organization. The new camp needs a name and tagline that accurately represents the new organization and can serve as a foundation for growth.

Naming Process

Our process is to generate a wide-ranging selection of names and home in on those that meet the naming criteria.

We wrote a Creative Brief that described the naming criteria that had been determined through the Discovery process.
We collected the names of 1,000 camps, analyzed them and found that they could be sorted into 8 different categories, providing a framework for exploring potential camp names.
We then generated hundreds of name ideas for the camp, exploring a range of different types of names, from Descriptive to Evocative. The names explored how to communicate some level of Judaism without being too overt.
After rounds of refinement and vetting to eliminate names that had conflicts with other entities, we presented a refined list of names for consideration.
After review by the three decision-makers and others from the three entities, three names were selected for field testing.

Refined List of Names

Camp Mavenhood

Camp Mavenwood

Camp Twelve Trails

Camp 12 Stones

Camp Starpoint

Camp Blue Jay

Camp Cluster

Camp Oola, Oola Day Camp

Camp Kiskadee

Camp Plentifun

Fantastikids Day Camp

Camp Visioneer

Camp WonderQuest

Camp WonderScope

Camp Wonderville

Three Names Selected for Testing

Camp Twelve Trails

Camp Starpoint

Camp Oola

Developing the Concepts

To bring the names to life, we developed conceptual approaches for each of the names to show the logos and overall visual direction for the marketing materials.

Getting Parent Feedback

We gathered feedback on the concepts from parents at the venues. The questionnaire was carefully crafted to ask people to rate the concepts based on how well they met specific criteria, allowing us to evaluate which concept best met the camp’s needs rather than just gathering subjective opinions.

Selected Name & Visual Approach

Camp Twelve Trails was the name chosen to best convey the array of choices and adventure that campers face, with a subtle reference to the twelve tribes of Israel. A sense of Judaism is also subtly conveyed in the logo — two overlapping Jewish stars create a compass with 12 points.

Brand Manual

To help the camp manage their brand, we developed a Brand Manual that describes the brand elements and shows correct and incorrect ways to use the logo. The package also contains a full set of logos created for use in print and online.

Brochure

We wrote and designed a brochure to showcase the camp’s unique Neighborhood model, which allows campers to select one specialization for a week at a time. The brochure addressed the issue of connecting to the three merging organizations, and addressed the camp’s Jewish values in a section called Our Philosophy. The visual look of the brochure established the look for the website.

Website

As the first point of contact with many potential campers, the website showcases the new identity and makes a compelling case that positions the Consortium as a singular camping experience for Jewish and non-Jewish children. We created an engaging design to capture people’s attention while maintaining a professional, unified look for the organization that is consistent across the website and reinforces the brand messages.

The website features visual storytelling to showcase the vibrancy of the programs and tell the stories of campers. A clean navigation and user experience let site visitors easily find the specific information they need. Templates allow flexibility in the management of the site moving forward and responsive design adapts to tablets and mobile devices.

Results

The new camp has been successful in attracting campers.

In the first year, the new camp exceeded the combined registrations for the 3 camps from the prior year. The camp has received the most early bird registrations they have ever received with 205, compared with 180 the previous year.

Early Bird Registrations

205 in first year of new camp

180 previous year

The post New Brand Helps Three Camps Merge into One appeared first on Red Rooster Group.

Renaming a National Nonprofit Organization and Its Programs

Howard Levy — Fri, 20 Nov 2015 18:46:02 +0000

Partnership With Native Americans

Renaming a National Nonprofit for Increased Fundraising Impact

The country’s largest charity supporting Native American communities came to Red Rooster Group to address its brand challenge — its fundraising sub-brands were generating diminishing returns. Our comprehensive assessment and new naming strategy returned the organization to fundraising profitability within 6 months.

Services

Brand Analysis
Competitive Analysis
Stakeholder Interviews
Brand Positioning & Messaging
Naming
Field Testing & Surveys
Visual Identity System
Brand Style Guide

Challenge

Key Issues

The parent name did not reflect the mission of the organization and had little recognition outside the current donor base.
Multiple program areas had separate brand identities which confused donors and cannibalized revenue from each other.
Combining names might result in lost revenue.

Objectives

Re-position the parent organization while reducing the confusion caused by the many operating brands.
Better distinguish the organization from similar organizations so it becomes the charity of choice for donations to Native American causes.
Implement the new brand without negatively affecting fundraising efforts.

BEFORE

AFTER

Research

Our research phase included:

Reviewing Existing Research: We started by assessing the fundraising base and demographics to gain an overview of how NRC raised funds through direct mail and telemarketing, and with an extensive breakdown by program type and donor analysis and trends.
Competitive Review: We looked at more than 100 Native American relief and related organizations to understand the dynamics of the landscape.
Brand Workshop: This session with the organization’s leadership provided the opportunity to share NRC’s history as it pertained to moving the brand forward, explore NRC’s brand uniqueness, and clarify the issues and expectations around the naming the organization.

Name Development

Creative Brief for the Name

Before generating names, we wrote a Creative Brief to get everyone on the same page about what the name should accomplish and to list the criteria and considerations for the name. The Creative Brief included Image Criteria, Functional Criteria, Directional Naming Considerations, and the Decision-Making Process for choosing the name. We also wrote a Brand Statement that summarized what NRC is all about in order to provide direction for generating names.

Generating Names

We explored broadly generating names for the parent brand, developing Descriptive and Evocative Names, names that were literal, benefit-oriented, metaphorical, and action-oriented. We discussed the initial list of names with the client to assess the types of names that would be suitable. It was determined that Descriptive names would best work for the organization and that the word ”partnership” resonated as a leading term.

We discussed the initial list of names with the client. The goal at this stage was to assess the types of names that would be suitable. It was determined that Descriptive names would best work for the organization, and so the Evocative names were discarded. The word ”partnership” resonated as a leading term.

Testing

We tested the names in the following ways:

Interviews

We conducted 18 in-depth interviews with a range of constituents to generate qualitative feedback on three primary themes and name options, in order to determine which resonated best with key stakeholder groups.

Surveys

We conducted a randomized survey of NRC’s internal donor base to field-test the appeal of various parent names and get insight into program loyalties. Variations of the survey were created for donors to each of the eight sub-brands. More than 700 donors completed the surveys.

Sub-Brand Naming

Assessing the Sub-Brands

A goal of the re-branding effort was to consolidate its eight program sub-brands in a way that both supported the new parent name while preserving the funding appeal of the organization’s three primary focus areas:

Geographic Focus (Plains, Southwest)
Type of Service (health, medical, economic, education)
Long vs. Short-term Impacts (capacity-building vs. short-term relief)

In considering directions for the sub-brand renaming strategy, we evaluated the strengths and weaknesses of each program name and focus of service and made recommendations for the sub-brands based on the findings that:

Donors had stronger allegiances to the general mission of supporting Native American communities than to any particular program.
Certain programs (e.g., animal care) had significant name recognition and loyalty.

Visual Identity

Developing a Brand Architecture

After the names had been established, we started designing a brand architecture that unified the parent brand and its sub-brands into a cohesive brand family that could be easily recognized by supporters of all the programs. This would allow the organization to take credit for all of its programs and expand its fundraising appeal.

Given the task of building out the sub-brand logos in a way that connected them with the parent logo, we rendered the medicine wheel concept with brush strokes, allowing us to use that style for the sub-brands to create a consistent look across the organization. We then explored colors that would best represent each of the sub-brands.

Brand Manual

Once the logos were finalized, we developed a Brand Manual that included the brand elements and usage guidelines.

Outcomes

By reducing the number of sub-brands that it uses for fundraising, the organization was able to consolidate its fundraising efforts, cut the amount of direct mail it sends in half, and reduce costs significantly.

“Within the first six months, our brand awareness achieved parity with our old brand that had been used for 25 years.”

“We chose Red Rooster Group to help us develop a brand identity with maximum impact. They were quick to grasp our business and highly respectful of the unique culture and tradition of the Native American communities we serve. Our new name – Partnership With Native Americans – helps donors, the media, and the public understand that we partner with and invest in Native American communities. Having our brand immediately associated with our work and easily found through Internet searches is helping us achieve our mission by connecting us with those interested in Native causes.”

“We applaud Red Rooster Group for their exceptional guidance on this critical investment.”

— Robbi Rice Dietrich, President, Partnership with Native Americans

The post Renaming a National Nonprofit Organization and Its Programs appeared first on Red Rooster Group.

Integrated Campaign Promotes Technology Company

Howard Levy — Fri, 13 Nov 2015 17:48:36 +0000

Integrated Campaign Promotes Technology Company

Capturing people’s attention in today’s crowded media landscape is difficult. When you are seeking to attract ad agencies, the bar is even higher. To help Reflexions Data stand out and reach this elusive market, we created an integrated campaign with a unique animal theme that employed print and online tactics.

Brochure

The concept, “Reflecting Your Inner Animal,” describes the way Reflexions Data brings out the best that agencies have to offer by executing their creative visions through websites, mobile apps, and other interactive outlets.

Ad Campaign

The campaign included animated banner ads that ran for two weeks on on AgencySpy, a website for ad agencies, and banner ads in AgencySpy’s email newsletter. Within this short time period, the campaign generated inquiries from this difficult to reach market.

Landing Page

A landing page capitalized on the web traffic generated from the online ad campaign — leveraging the look of the campaign while highlighting core aspects of the company’s services.

“Red Rooster Group has been our go-to team for print and digital marketing. Their team has been instrumental in helping us build our brand and stand out to potential clients. We love the results: consistently creative, unique, and visually impressive.”

Daniel Leslie Reflexions Data, Partner

The post Integrated Campaign Promotes Technology Company appeared first on Red Rooster Group.

Cancer Group Raises Funds and Awareness with Fundraising Campaign

Howard Levy — Mon, 12 Oct 2015 19:59:15 +0000

Triple Negative Breast Cancer Foundation

Raising Awareness and Funds for Breast Cancer Research

Our multi-faceted campaign raised awareness of the cause, motivated 100 people around the country to host fundraising events, and raised $200,000 for the organization.

Event Branding

A clean symbol of a dove made from three parts, each with three arcs reinforces the concept of Triple Negative Breast Cancer.

Event Microsite

To encourage peer-to-peer fundraising, we updated the organization’s fundraising platform with bold, energetic graphics, and lots of resources to help people host successful events.

Emails

We redesigned the emails to be more attention-getting and more personal, with appeals from others in their communities. Each had a clear call to action. These efforts dramatically increased the response rate.

Before

After

All the emails we designed followed suit, with clear, compelling graphics that reflected the Triple Negative Breast Cancer Day brand while warmly welcoming people to the community and making clear the actions people could take.

Social Media

We produced a comprehensive social media campaign to generate interest and motivate people to host events and donate.

Printed Materials

We developed a range of print materials as part of the overall marketing outreach to support people who were producing local events.

Public Relations

A vigorous public relations outreach campaign to publications, websites, and blogs achieved a wide range of local and national coverage for the organization. As a result, more than 100 events were held around the country, raising more than $200,000 for the organization.

State Proclamations

In addition, to create credibility for the cause, we reached out to state governments to declare March 3 as Triple Negative Breast Cancer Day. Eleven states issued proclamations, which we touted on social media to bolster community and awareness in those states.

Opening Bell of the New York Stock Exchange

To gain even more publicity for the organization, we arranged for the client to ring the opening bell of the New York Stock Exchange. The ceremony was covered on network and cable broadcast news, with the organizational logo featured prominently.

Media Coverage

CNBC Squawk on the Street
CNN American Morning
FOX NEWS Your World
FOX KTVU Morning News (San Francisco)
ABC KXTV News 10 Good Morning (Sacramento)

Results

As a result, more than 100 events were produced around the country, raising $200,000 and greatly increasing awareness of the organization and its cause.

EVENTS

100+

RAISED

$200,000+

The post Cancer Group Raises Funds and Awareness with Fundraising Campaign appeared first on Red Rooster Group.

Case Studies Archives - Red Rooster Group

JobTrain Case Study

JobTrain

A Job Training Organization Increases Its Revenue

Ongoing fundraising and communications strategies are helping this organization elevate its brand, leverage AI, and raise more money.

Fundraising Results

61% increase

in total amount raised v. prior year

400% return on investment

and reclaimed 3 long-lapsed donors

Fundraising Results

61% increase

in total amount raised v. prior year

400% return on investment

and reclaimed 3 long-lapsed donors

Telling the Story of Poverty’s Impact

The Shared Humanity Project

Telling the Story of Poverty’s Impact

Real poverty is almost twice what most people think it is. We helped this organization define its brand and communicate its solution to donors.

Services

Exploring Poverty

We took a deep dive into the various definitions of poverty, measurement indices, history of poverty, and other aspects of economic need.

Developing Their Message

Donors need to understand why this organization’s perspective on poverty matters. We guided their team in crafting a clear description of their work and its impact.

Who We Are

What We Do

Why We Do It

Why It Is Important

What Impact We Have

Why Donors Should Support Us

Articulating Their Distinction

And we helped them articulate the core values that make this organization’s approach unique.

We take a comprehensive approach that cuts across various silos (such as food, wages, housing, etc.).

We bring all sectors together to address this issue.

We provide a broad array of ways to make a difference and make it easy to take action.

We offer a range of solutions independent of government support that do not take sides or favor particular ideologies.

Our solutions are based on decades of on-the-ground work and research.

We emphasize the shared responsibility of each of us to take action to address this collective societal problem.

Developing the Visual Identity

Visualizing the National Plan

Core to communicating the essence of The National Plan to End Poverty was creating a graphic that shows the audiences, issues, and actions to be taken.

Crafting the Story for Donors

The Case for Support takes donors on a journey. It describes the problem and challenges the norms of measuring poverty, yet it is hopeful. There is a solution.

SELECTED SLIDES SHOWN

We open with an emotional hook and introduce the problem.

Compelling comparisons and graphics help tell the story.

The solution is introduced.

We build the case for supporting a larger vision of societal change.

“Awesome work. Your thoughts and insights are fantastic – and I feel that way every time we speak.”

Mark Bergel, Ph.D, Co-Founder, The Shared Humanity Project

Rebranding Positions Human Services Agency as a Leader in the Sector

How does a $100 million social service agency remain relevant in a competitive environment?

Founded in New York City in 1831, Leake & Watts had evolved from an orphanage to a multi-faceted agency with more than 40 different programs. But their name and brand were hampering their ability to get referrals and attract donors.

We created a new name, message, and visual identity that positions it as a leader in the sector. Here’s how we did it.

Challenges

The organization needed to address the problems with its name and retain a sense of history while moving forward to appeal to donors and funders.

Discovery

We conducted a thorough Discovery process that was designed to help us uncover brand perceptions and communication issues:

Naming

The leadership, Brand Committee, and Board were engaged in a thorough process to develop and test a new name that would meet their needs around the theme of “Rise.”

Messaging

As part of the branding process, we updated the Mission and Vision Statements, Values, and other brand messaging.

Visual Identity

We created a new visual identity that is expressive, contemporary, and evokes the agency’s personality. The visual identity system consists of:

Website

We planned, wrote, designed, and developed a completely new website for the organization. We created a positive experience that showcases the agency’s mission of helping people rise above adversity.

Brand Launch

Outcomes

Rising Ground’s new brand eliminates the confusion with their old name, inspires donors with an uplifting message, and gives staff a clear purpose to rally around.

— Meredith Barber Senior Director of Institutional Advancement Rising Ground

JCC Capital Campaign Brochure

Sid Jacobson Jewish Community Center

Capital Campaign Uses Stories of Intersecting Lives

To raise money for renovation and expansion at this Jewish Community Center, we used a storytelling approach. We developed the theme of Intersecting Lives to show how the JCC brings together different people from the community.

Services

Challenge

Solution

We designed the brochure around three stories, each featuring three different people who connect at the JCC. The stories are told in panels that show two people but open up to reveal all three.

A spread features quotes about how people will benefit from the capital improvements.

Brand Update Promotes Largest Educational Organization In India

— Meredith Barber
Senior Director of Institutional Advancement
Rising Ground