While all of our strengths should inform our essence ...based orgs, animals. TV, news, radio Younger, have kids, better educated, family/friend with disability Education is their top

Project objectives

•  Identify marketplace opportunities, audience perceptions/motivations and organizational strengths (May-Sept.)

•  Clarify what Easter Seals stands for, how it’s different and why audiences should engage (Sept.-Oct.)

•  Amplify the Easter Seals messaging for impact and provide a point-of-view on name and visual identity (Oct.+)

2

Image here

Communications

Offerings

Interactions

People

First, a word about “brand”

6

A reflection of our identity

A guide for the way we think, act and communicate

The sum of our parts

Brand is NOT…. Brand is…

A campaign

A tagline

A logo

A name

Source: Brand Perception Study; Edge Research, August 2014

In this new world order, Easter Seals faces some challenges—low top-of-mind awareness

13

Veterans

Brain Health

Disabilities

Easter Seals

When asked about a strong nonprofit organizations,

0% mention Easter Seals

23% Wounded Warrior

97% could not name any organization

1% mention Easter Seals 8% Goodwill 6% Wounded Warriors 6% March of Dimes

Early Childhood Development 0% mention Easter Seals 3% March of Dimes 3% St. Jude

Had less than 1% top-of-mind association

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Current Donors

Event Participant

Affiliate Resp.

The economy and jobs 55% 43% 52% Health care 64% 49% 53%

The federal budget deficit, government spending and taxes 55% 41% 45%

Support for our military and veterans 67% 47% 42%

Education 63% 56% 50% Moral and family values 62% 48% 44%

Support for people with disabilities 55% 58% 61%

Support for early childhood development 40% 46% 41%

Support for people with brain-based disorders or injuries 47% 43% 32%

Economy and Jobs

55% Health Care

51%

Education 43% Support

for Veterans 44% Moral and

Family Values 39% Early

Childhood Development

25%

People with

disabilities 28%

Brain based disorders

and injuries 24%

Federal budget/spend.

& taxes 46%

Issue Landscape, Prospects % very concerned

Easter Seals issues in orange

Note: Easter Seals primary issues in orange Source: Brand Perception Study; Edge Research, August 2014

Key issue areas that are seen as less pressing

page 15

31%

28%

27%

26%

25%

25%

24%

21%

21%

19%

41%

39%

39%

36%

36%

31%

34%

37%

29%

29%

Children's services

Medical rehab

Military/veterans

Education

Brain health

Employment and

Serving older adults

Assistive technology

Behavioral health

Camping and

Easter Seals Programs % Extremely motivating

Prospects Current Donors

Event Participants

Affiliate Respondents

59% 49%

45% 35%

37% 28%

43% 32%

41% 31%

40% 38%

41% 38%

43% 32%

43% 31%

41% 37%

Programming that, while important and appreciated, may not motivate people to contribute

For Easter Seals to distinguish itself, it’s imperative that it moves from presenting lists to telling integrated stories

16

Core Programs/Services •  Autism Services •  Children’s Services •  Adult Services •  Senior Services •  Military and Veterans •  Employment & Training •  Medical Rehab •  Camping and Recreation •  Brain Health

What How we express ourselves So what

?

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75+

Age Distribution by Audience

Prospects


Event Participants

Current Donors

27

Current donors are disproportionately skewed to the older end of the spectrum—posing risk


Furthermore, familiarity with Easter Seals offerings, even among current donors, is low

28

2%

21%

37%

28%

10% 13%

44%

25%

15%

39%

47%

11%

2% 1%

54%

38%

7%

1%

Very familiar Somewhat familiar Not too familiar Not familiar at all or only know the name

Never heard of Easter Seals

Familiarity with Easter Seals Programs

Prospects

Current Donors

Event Participants



29

For audiences under 45, Easter Seals and its historic peer set, like March of Dimes, have low visual recognition

Economy and Jobs

55%


55%

35%

30%

11%

7%

6%

1%

Logo Recognition % correctly identified

Goodwill

Wounded Warrior

Easter Seals

March of Dimes

Autism Speaks

Special Olympics

Alzheimer’s Association

Under 45 45 to 65 65+

55% 58% 43%

37% 33% 33%

15% 45% 38%

18% 7% 4%

14% 2% 1%

7% 5% 2%

2% - -


A closer look at our audiences—particularly those that are primed to engage with us—reveals opportunity…


Not Interested (45%) Opportunity Market (21%) Traditional (34%) Range of ages, no kids, no personal connection to people with disabilities Generally less concerned about societal issues Neutral, not interested in giving, haven’t seen or heard about Easter Seals in long time Not motivated by programs or messaging Less likely to give to charities in competitive set. More likely faith-based orgs, animals. TV, news, radio

Younger, have kids, better educated, family/friend with disability Education is their top concern Don’t know you as well as other charities, but open to giving Most interested in your work with children Give more; to social services, disaster, disabilities, kids. Top giving channels are check-out, shop the cause, P2P, online TV, social media and website

Who they are: What they care about: Feelings about ES: ES Programs: General Donation Behavior: Channels to Reach:

Majority Boomers, slightly less educated, majority no kids, more Southern Economy/jobs top concern, then health care, veterans More exposure to Easter Seals, but still rank other charities ahead. Open to giving in future Children’s services, followed by medical rehab Give to troops/military, health, disabilities. Top giving channels are check-out, shop the cause, peer-to-peer, mail TV and mail


Although individual audiences have unique

needs, they all want clarity, community and

confidence.

Audience analysis summary

35

Individual donors want to understand, feel and believe

Audience

2

Funders want expertise, recognition, reputation and proven impact

Beneficiaries want confidence, community and convenience

Influencers and media respect expertise and stories of success

Easter Seals representatives want inspiration, support and impact

8

The good news: we have many positive associations to work with

When you think of Easter Seals, what’s the first word that comes to mind?

Source: Affiliate Town Hall

service

Nonprofits that stand apart share three elements: a clear story, clear calls to action and clear impact

12

Keep it simple Show impact Make it personal

Based on these conversations and feedback, we crystalized four shared strengths

16

1. Meeting our communities’ most pressing needs— where they are

2. Going “the extra mile” in everything we do

4. Ensuring everyone has the rights and resources necessary to realize their potential

3. Caring for the whole person—through all of life’s moments

Ensuring all

have the rights

and resources

to realize their

potential

Caring for the

whole person—

through all of

life’s moments

Going “the extra

mile” in

everything

we do

Meeting our

community’s most

pressing needs—

where they are

While all of our strengths should inform our essence, today we most often lead with “what” we do

Offerings/Ass

ets

Attitude Beliefs Approach

What Who Why How

Ensuring all

have the rights

and resources

to realize their

potential

Caring for the

whole person—

through all of

life’s moments

Going “the extra

mile” in

everything

we do

Meeting our

community’s most

pressing needs—

where they are

The positioning strategy: shift from presenting ourselves like a provider of services to a champion of a cause

Offerings/Ass

ets

Attitude Beliefs Approach

What Who Why How

Bringing it all together

3

a

b

Reach

for and

Realize

Everyone Potential

The

Champion

for Abilities

Opening

New

Pathways

Easter Seals is the champion for abilities, opening new pathways to opportunity, so that everyone can reach for and realize their potential.

The Easter Seals essence—in a sentence

5

At Easter Seals, we take

a complete approach—

working with the whole

family to achieve whole

health and, ultimately,

realize whole potential.

Behavior

We see the

whole you

We are driven by a

tireless passion to champion

the people we serve,

ensuring that everyone,

regardless of ability or life

challenge, has the

opportunity

to achieve.

6

Behavior

We are driven

to achieve

Behavior

We pave the way

7

We are experienced,

resourceful and ambitious,

constantly finding and

advocating for new

pathways to opportunity,

helping the people we

serve navigate life’s

complexity with

confidence.

8

Behavior

We’re stronger,

together

We have a bold vision

for the future—a vision

where we all have the

opportunity to thrive.

Turning this vision into

reality demands that we

celebrate all abilities and

work together—as

one interconnected

community.

9

Is Is not

Our voice is forward-looking,

leading us confidently into the

future and illustrating impact

along the way.

Visionary

Thoughtful

Purposeful

Innovative

Academic

Dogmatic

Impractical

10

Determined

Our voice is charged with

passion, resilience and

steadfast commitment,

relentlessly championing the

people we serve.

Is Is not

Enthusiastic

Persistent

Genuine

Over-exuberant

Inflexible

Intense

11

Is Is not

Our voice is bright and active,

reflecting our positivity and

focusing on pathways, rather

than barriers, to opportunity.

Inspiring

Bright

Active

Open

Whimsical

Unrelenting

Unfocused

12

Our voice is relatable,

engaging and inviting—

demonstrating how we work

hand in hand with our partners

and neighbors for a better

future, together.

Is Is not

Collaborative

Inclusive

Encouraging

Personal

Bureaucratic

Overly casual

Patronizing

Before: Mission

1

After: Mission - EXAMPLE

2

Vision

Behaviors Essence Voice

Visionary

Determined

Inspiring

Personal

13

We see the whole you

We are driven to achieve

We pave the way

We’re stronger, together

Easter Seals is the champion for

abilities, opening new pathways to

opportunity, so that everyone can

reach for and realize their potential.

Mission

To build a better world where all people with disabilities and their families

are equal in every way, and can realize their goals, dreams and aspirations.

To provide exceptional services to ensure that all people with disabilities or special needs

and their families have equal opportunity to live, work and play in their communities.

Brand is a guide for how we think, act and communicate

Documents

While all of our strengths should inform our essence ...based orgs, animals. TV, news, radio Younger, have kids, better educated, family/friend with disability Education is their top