DKA helps The Governor’s Prevention Partnership strengthen its brand and its relationships.
The Governor’s Prevention Partnership determined several objectives to accomplish through a new branding and marketing campaign:
- Convey the balance between The Partnership’s role in mentoring schools, community groups and families – and the services provided by its partnering social/health services agencies – to reduce and prevent alcohol and drug use and violence among young people;
- Bring to life The Partnership’s mission, promise and experience;
- Raise awareness of The Partnership among target audiences to secure public and private funding and advocacy; and
- Differentiate The Partnership from other underage substance and abuse prevention organizations.
We started the process with focus group research among key constituencies (board members, educators, youth, law enforcement, policy makers, corporate partners, and state and local agencies) that confirmed some deeply-held views of the organization as:
- A public-private partnership committed to keeping Connecticut’s youth safe, successful and drug-free.
- The prevention leader in the state of Connecticut.
- The statewide point of connection for communities, programs and individuals.
With this insight, DKA developed a new identity system for The Governor’s Prevention Partnership and its subsidiary programs: Connecticut Coalition to Stop Underage Drinking, Safe Schools and Communities Coalition, Parents Work!, The Campus Partnership, and The Connecticut Mentoring Partnership.
The primary brand contains a refreshed logo with a brighter color palette and a stronger type treatment that more directly links the organization’s mission with its name. A graphic standards and implementation manual was developed to guide application of the brand to all communications materials, including business stationery, signage, in-house publications, website, PowerPoint template, et al.
We also developed a “launch” communications plan that clearly stated the rationale for the new core identity, plus outlined strategies and out-of-the-box tactical recommendations for introduction and implementation among target audiences. The plan contained a set of key messages for staff and board members to deliver when communicating with target audiences. Additionally, it outlined a coordinated website strategy to support and expand the brand-strengthening effort.