文本教案taproot技術01

1、DISCOVERY FINDINGSDATEPURPOSE OF THIS TEMPLATEREMOVE THIS SLIDE BEFORE PRESENTINGThe pro bono consultant team has interviewed key stakeholders and will now present to the nonprofit their discovery interview findings and the first draft of the brand strategy. This template is intended to guide the te

2、am in presenting their findings and facilitating discussion. After the pro bono consultant team customizes this presentation, the Project Manager should delete this slide and send the rest of the presentation to the nonprofit no less than 48 hours prior to the meeting.PAGE # | DATEFINDINGS PRESENTAT

3、ION AGENDAPAGE # | DATEGOALSPro bono consultant team presents and discusses Findings and Brand Strategy with nonprofit team.Nonprofit team selects 1 positioning option for further focus.DISCUSSION POINTSWhat is our progress so far? Where do we stand on the timeline?What did the pro bono consultant t

4、eam hear from the nonprofits stakeholders?What are the nonprofit team members responses to the draft Brand Strategy?What are the next steps?MEETING MATERIALSFindingsBrand Strategy first draft, including 2-3 positioning optionsProject PlanPREPARATION REQUIREDAll pro bono consultant team members famil

5、iarize themselves with Findings, Brand Strategy, and Project PlanProject Manager sends agenda to nonprofit team in advanceATTENDEESEntire Taproot teamEntire nonprofit teamWHERE WE ARE NOW (CONTINUED)Hold Kickoff MeetingHold Site Visit, Sign Service Grant AgreementPresent Discovery Findings and Brand

6、 Strategy (Draft 1)Revise, Present Final Brand Strategy with Audit and Key MessagesFinal Delivery and Board TrainingComplete evaluationsBRANDING OVERVIEWPAGE # | DATEBRAND STRATEGY Who are we? Who do we serve? How are we different? What are our core attributes? What is our organizations personality?

7、 What is our promise to funders, clients and the community?POSITIONING STATEMENTKEY MESSAGESTAGLINEVISUAL IDENTITYA sentence or two to describe how an organization wants to be perceived by its target audiences.Short, memorable, descriptive phrases that can be used in a variety of media to consistent

8、ly represent the organization.A phrase used publicly to help bring the Brand Strategy and Positioning to life.Graphical cues (logo, fonts, colors, etc.) that communicates the Brand Strategy.OTHER COMMUNICATION MATERIALSCommunicate more detailed messages that are all under the umbrella, consistent wi

9、th and extensions of the Brand Strategy e.g. brochures, letterhead, signs, website, fundraising materials, etc.BRANDING OVERVIEWPAGE # | DATEMISSION STATEMENTDefines the organizations purpose, its reason for beingProvides a basis for accountabilityInternal-facingGuiding principalPOSITIONING STATEMEN

10、TDefines the organizations uniquenessEstablishes organizations value and perception to external audiencesProvides the basis for reputationA tool to provide focus and direction in communicating with external audiences“A brand is a result, not a tactic.” Lucas Conley, Fast CompanyCOMPETITIVE AUDITPAGE

11、 # | DATEMISSION POSITIONING KEY MESSAGES NAME OF COMPETITIVE ORGANIZATIONLOGOTAGLINECOMPETITIVE AUDITPAGE # | DATEMISSION POSITIONING KEY MESSAGES NAME OF COMPETITIVE ORGANIZATIONLOGOTAGLINECOMPETITIVE AUDITPAGE # | DATEMISSION POSITIONING KEY MESSAGES NAME OF COMPETITIVE ORGANIZATIONLOGOTAGLINERES

12、EARCH TO DATEPAGE # | DATEINTERVIEW SUBJECTS INCLUDEList interviewees and role INTERVIEW TOPICS INCLUDEList general topics OTHER DISCOVERY INCLUDEDList Client Materials reviewed DISCOVERY: CLIENT INTERVIEWSPAGE # | DATEQuote Name of speakerQuote Name of speakerQuote Name of speakerQuote Name of spea

13、kerQuote Name of speakerQuote Name of speakerQuote Name of speakerKEY FINDINGSPAGE # | DATEUnique aspects of Client organizationShort explanationMarketing/Fundraising OverallShort explanationMessaging successes and challengesShort explanationMarketing successes and challengesShort explanationStrengt

14、hs and needsShort explanation(Suggest a slide for each issue.)COMMUNICATIONS SWOTPAGE # | DATESTRENGTHSWEAKNESSESOPPORTUNITIESTHREATSOPPORTUNITIESTHREATSPOSITIONINGPAGE # | DATEPositioning requires “demoting” certain messages so that one clear, consistent message rises above the rest. The challenge

15、is choosing a message that resonates with the broadest audience.POSITIONINGPAGE # | DATE mendation 1 Short explanation mendation 2Short explanation mendation 3Short explanation(Suggest a slide for each issue.)NEXT STEPSPAGE # | DATEChoose a direction for the positioning and revise statement as necessaryDevelop key messages to support positioning statementProvide a Audit to determine what may need to change as a result of the positioningDetermine if a