East Gainesville Development Corporation realized their name, slogan and overall communication plans needed to be rebranded. This 70-page document includes a more modern approach to maximum exposure.

1. East Gainesville
Development Corporation
Re-Branding Campaign Proposal
A final report for
Public Relations Campaigns
Course Number: PUR4800
Semester: Summer B 2009
Instructor: Soo Yeon Kim
Submitted: August 5, 2009
Contributing Authors
Brittany Sexton Cristina Garcia Betty Zambrano
Account Executive Co-Research Director Co-Research Director
Marcella Hallas Adrian Erlenbach Laura Lombardo
Copy Director Creative Director Media & Promotion Director
Century
Communications

2. Table of Contents.................................................................2
About Us..............................................................................3
Executive Summary.............................................................4
Table of Contents Section 1: Introduction.........................................................5
Section 2: Secondary Research..........................................7
East Gainesville Development Corporation................7
Communications Audit Summary................................10
Overview of the Current Situation...............................13
Preliminary Identification of Target Audience..............14
Conclusion..................................................................16
Section 3: Primary Research...............................................17
Introduction.................................................................17
Formal Survey.............................................................17
Survey Findings..........................................................19
Interpretation and Application of Findings...................26
Section 4: Key Publics.........................................................29
Section 5: Goals, Objectives, Plans.....................................30
Section 6: Strategic Programming.......................................32
Tactic 1: Brand Identity................................................34
Tactic 2: Web site Mock-up.........................................35
Tactic 3: Brochure.......................................................37
Tactic 4: Monthly Newsletter.......................................38
Tactic 5: TV Spots.......................................................40
Tactic 6: Exhibitor’s Display........................................44
Tactic 7: Potential Donor Package..............................45
Tactic 8: Mailers..........................................................49
Tactic 9: Door Hangers...............................................51
Tactic 10: T-shirt..........................................................52
Section 7: Communications Snapshot.................................57
Section 8: Evaluation...........................................................59
Section 9: Stewardship........................................................60
Section 10: Conclusion........................................................61
Section 11: Future Suggestions...........................................63
Appendix: Survey Instrument...............................................64
Bibliography.........................................................................69
2

3. ! Century
About
Us!Communications
EGDC Re-Branding Campaign
Century Communications
List of Contributing Authors and
Century Communications is a fictional
Meet the Team
Meet our Staff Their Positions
Brittany Hobbs
Director
Account
Brittany is a senior majoring in public relations with an outside concentration in
business administration.! Her previous experience includes working as a Development
Intern for Big Brothers Big Sisters of Mid-Florida.! Currently she works part-time
selling high-fashion jewelry with Premier Designs.!Her hobbies include teaching baton,
shopping, and spending time with friends and family.!
Cristina Garcia
Director I
Research
Cristina is a 22-year-old senior majoring in public relations with a minor in business
administration. Her past experience includes an internship with Ypartnership, a travel
tourism agency in Orlando, responsible for 12.1 million in accounts. Her hobbies
include going to the beach, spending time with friends and being involved with
Americans Cancer Society's Relay for Life.
Betty Zambrano
Director II
Research
Betty is senior public relations student. Throughout her college career, Betty has been
involved in various organizations, such as Volunteers for International Student Affairs,
Multicultural Greek Council, Gamma Eta Sorority, UF's New Student Programs and
Dance Marathon.! Her public relations experiences are focused on non-profit
communications, working with the Samuel P. Harn Museum of Art and The Arc of
Alachua County.! Upon graduation, Betty hopes to move to Washington D.C. and
work for an international human rights non-profit.
Marcella Hallas
Director
Copy
Marcella will be graduating with a public relations degree in August, and moving to
South Carolina to work for the Charleston County Parks and Recreation department.
She’s had internships with two non-profits and one independent film company, based
out of Georgia. One day Marcella hopes to own my event management company. In
her free time she enjoys hanging out with her boyfriend, Ryan, and her friends.
Adrian Erlenbach
Director
Creative
Adrian is a senior double-majoring in public relations and political science, with an
outside concentration in business. In college, her work experience has been focused
2009
on environmental sustainability. After completing a 3-year internship at the UF Office of
Sustainability, and serving as Publicity Director of Gators for a Sustainable Campus,
Adrian served as Secretary of Environmental Affairs in UF’s Student Government. She
has recently accepted the position of Assistant Development Director for the Global
Land Reserve, an environmental marketing firm based in Richmond, VA.
Laura Lombardo
Director
Promotion
Laura will be graduating in August with a degree in Public Relations. She has
experience interning with both for-profit and non-profit organizations, including a
recent internship at a real estate management firm in Boston. At the conclusion of her
college career, Laura will be returning to Boston, Massachusetts to pursue a career
incorporating public relations and culinary arts.
Page 4 of 28
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4. Executive Summary
The following report proposes a public relations campaign designed to curb the current
identity issue facing East Gainesville Development Corporation. The Century
Communications Group has developed a campaign plan which will improve East
Gainesville Development Corporation’s reputation among its stakeholders by strengthening
its weak brand identity.
Century Communications reviewed East Gainesville Development Corporation’s current
situation by researching the organization’s target publics and current operations. The group
also performed primary research with its target public, East Gainesville residents, including
statistical analysis of the results. The concept of the re-branding identity plan was formed
in consideration of all data collected. The main concept behind the re-branding campaign
focuses on highlighting East Gainesville Development Corporation’s non-profit standing to
East Gainesville residents and current and potential donors. These plans involve a series of
phases that will be essential in fulfilling the goals and objectives stated in this report.
The group’s recommendations are also based on two public relations strategic theories.
The messages proposed were constructed to enhance the organization’s image and
provide sufficient information to the selected target publics. These messages are central to
each tactic that was developed for this campaign.
The report includes a timetable of when to disseminate each tactic and perform evaluative
measurements. A snapshot of the devised communication plan. These sections allow the
reader to reference segments of the campaign in an instant.
Also included is a section that offers advice on how to evaluate the campaign’s success.
Considering how important stewardship is to non-profit organizations, a section has been
included with various ways the organization can continue to build and maintain
relationships with key and secondary publics long after the campaign’s execution.
4

5. 1 SECTION
ONE
Introduction
Re-Branding: Three Problems to Address
Despite limited success of the East Gainesville Development Corporation and its programs,
the organization currently has several problems that could be addressed in a re-branding
campaign. The first problem is a lack of attempts to provide information about the
organization and its programs to potential participants. The second problem is an
underdeveloped description of the organization’s main purpose, resulting in an inaccurate
depiction of what the organization can offer East Gainesville residents. The third problem is a
lack of consistency in East Gainesville Development Corporation’s image, including logo,
slogan and Web site.
The first issue is easily identified in reviewing past attempts at communication with the
primary audience, such as printed materials. These attempts were extremely limited, be it for
budget and time restraints, and the information did not reach the amount of East Gainesville
residents needed. East Gainesville Development Corporation media coverage, which
amounts to a few newspaper articles and one TV news spot. While there were several flyers
drafted by the East Gainesville Development Corporation to publicize individual programs,
none boldly presented the organization’s name as more than a logo amongst partners. Also,
there have been no known interpersonal communication outreach events.
The second problem of the campaign is a lack of clarity surrounding East Gainesville
Development Corporation’s mission and purpose. East Gainesville Development Corporation
has unintentionally generated the false image of a for-profit company rather than a public
serving, non-profit organization. The term “development” created an association of East
Gainesville Development Corporation as an East Gainesville construction company.
The third and final problem with East Gainesville Development Corporation’s former
communication tactics is a lack of consistency in the organization’s messages and visual
communications tactics. The organization’s annual reports, compared to all other tactics, in
no way resembles the East Gainesville Development Corporation image, and display different
colors and logos. The Web site also lacks consistency with the overall image of the
organization.
5

6. Purpose
The campaign’s purpose is to combat all of the aforementioned problems primarily by
generating a new image for East Gainesville Development Corporation. By creating continuity
with the organizations image, including logo, name and slogan, the primary public can
establish a clear representation of the organization. The new image of East Gainesville
Development Corporation and its purpose will be reinforced through several communication
tactics.
6

7. 2SECTION
TWO
Secondary
Research
East Gainesville Development
Corporation In This Section
East Gainesville Development Corporation
Overview Overview
East Gainesville Development Corporation is a History
non-profit organization founded in 1997 to Funding
Composition
address financial inequality in Gainesville,
Competitive Frame
Florida, specifically in the city’s underdeveloped
Industry
eastern region. The organization serves to Interpretation and Application of
teach low-income citizens how to take control Organizational Overview
of their financial futures, and does so through Communication Audit Summary
several programs. Current Tactics
Discussion of Pros and Cons
Mission Statement Implications
“To provide people with the tools to be Communications SWOT Analysis
financially self-reliant both in managing and Overview of the Current Situation
investing of money.” Discussion
Preliminary Identification of Target
Overall Vision Audiences
East Gainesville Development Corporation East Gainesville Residents
exists “to ensure that the east side of Additional Publics
Gainesville will become a thriving business, Internal Relations
residential and cultural center that serves the External Relations
community.” Conclusion
It aims to do so through the following
methods:
• providing goods and services
• increasing business start-ups and
expansion
• promoting the retention of existing
businesses
• broadening employment opportunities
Vision
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8. History
Current Projects Over 200 members of the Gainesville
community gathered at a local elementary
Dollars and $ense school in 1997 to discuss the economic
This campaign unites professional citizens situation in East Gainesville. For decades, the
with low-income residents of East region suffered from a lack of economic
Gainesville in need of assistance with taxes.
stimulation and a deteriorating landscape. As a
The volunteers of different local sectors are
result of the meeting, these dedicated citizens
assigned to locations across Gainesville
from January to April to provide free tax aid formed the East Gainesville Development Task
in accordance with VITA. According to the Force. This coalition included leaders from all
the organization’s financial report, the facets of the community, including the
program has reached 4,000 members in Chamber of Commerce, City of Gainesville, the
the community and saved almost $3 million NAACP, University of Florida and Santa Fe
in tax refunds. The campaign also College.
encompasses financial training for high
school students called Camp MoneyQue$t. The Task Force worked to address community
NxLevel Entrepreneurship issues in the areas of employment, business
Training development, tourism, education and health. In
1999 the group registered with the IRS,
This program provides thousands of dollars
officially establishing itself as the East
in funding to different start-up businesses
proposed by Gainesville residents. In order Gainesville Development Task Force, a non-
to receive funding, applicants must profit organization.
complete an entrepreneurial training
program, in which the top four business In 2001, the East Gainesville Development Task
ideas receive micro loans, small amounts of Force changed its name to the East Gainesville
money to start and grow their businesses in Development Corporation. The reasons for
the Gainesville community. this change are somewhat unclear.
Project EmPowerment Throughout its operation, the East Gainesville
Launched in 2008 in partnership with Development Corporation has advocated
Gainesville Regional Utilities and the growth in the East Gainesville region through
Community Weatherization Coalition, this local support in the form of a variety of
campaign provides monetary assistance to programs. See the left sidebar for program
low-income Gainesville residents who fall descriptions.
behind on their utility bills. More than 30
local residents have received funding
Funding
through the project so far. The assistance is
coupled with education on how to lower The organization and its programs are funded
subsequent utility bills. entirely on donations and grants. The majority
of funding comes from corporations, such as
private finance and banking institutions, as well
as some non-profit organizations like the United Way. The East Gainesville Development
Corporation has submitted three grant applications in 2009 and is working on completing
three more in the near future. Unfortunately, attempts at receiving private donations have not
8

9. been well answered in the past. As a result, East Gainesville Development Corporation
focuses its fundraising efforts mainly on corporations and non-profit organizations. It relies on
the personal connections of its board members with local partners.
Composition
East Gainesville Development Corporation is managed by a 15-member Board of Directors
who participate on a volunteer basis. The board positions consist of a chairman, the
immediate past chairman, a chief administrative officer, chief financial officer, vice-chairman of
programs, chairman of resource development, and nine program directors. Most members of
the board hold full-time jobs in different industries throughout the Gainesville community and
provide their time to East Gainesville Development Corporation as a philanthropic service. The
positions are chosen for two-year terms, as per East Gainesville Development Corporation’s
by-laws.
2007-2008
Board of
Directors
Front Row (Left to Right): Anthony Gordon (Chief Financial Officer), Nona C. Jones (Chairman &
CEO), Odetta MacLeish-White (Immediate Past Chairman), Cain Davis (Chief Administrative Officer).
Second Row (Left to Right): Dr. Isaac Jones (Micro-Loan Program Co-Chairman), Pamela Burns,
Jacqueline White (Annual Meeting Chairman), Kimberly Hankerson. Third Row (Left to Right):
Cedrick Baker (Micro-Loan Program Chairman), Dr. Todd White, Pastor Samuel Jones, Jr. Not
Pictured: Albert White and Charles Chestnut, III
Competitive Frame
The East Gainesville Development Corporation experiences some competition from other
organizations. One competitor also uses volunteers from the University of Florida law school
for a tax program, interfering with East Gainesville Development Corporation’s volunteer pool.
Other competing entities include companies that charge for tax services. The East Gainesville
Development Corporation has no local competition for free entrepreneurship programs or
camps that teach high school students financial education.
Banks and lenders serve the same function as the micro-loan program, however, they are not
likely to lend to low-income individuals.
9

10. According to a 1999 report by The Urban Institute titled "Income Support and Social Services
for Low-Income People in Florida," since the late 90s, the Florida legislature has encouraged
local-level organizations to have more input on the distribution of federal funds.
Local organizations like the East Gainesville Development Corporation have a better
understanding of the local economic situation and are better equipped to efficiently distribute
funds.
Industry
Florida experienced an extremely fragile economy from the mortgage meltdown in recent
years. The biggest impact was on low-income families who lack the skills and resources to
manage their personal finances. For that reason, the services offered by the East Gainesville
Development Corporation are in high demand by area residents.
Interpretation & Application of Organizational Overview
The information collected during secondary research is essential in building a strong re-
branding campaign in order to remain true to East Gainesville Development Corporation’s
mission and goals. Century Communications will play on East Gainesville Development
Corporation's strengths and work to improve any weaknesses during the
campaign. Secondary research will also guide the structure of the proposed campaign and
offer insight to future public relations activities.
Communications Audit Summary
Current Tactics
The East Gainesville Development Corporation's current communication tactics include a
Web site, annual reports, flyers and magazine ads. They are produced internally and
distributed throughout the community by various channels. There has been little media
coverage of the East Gainesville Development Corporation, most notably a WCJB TV 20
news story on the Dollars and $ense campaign.
Discussion of Pros and Cons
The biggest problem with East Gainesville Development Corporation's current
communications tactics is a lack of continuity. For instance, some flyers do not include the
East Gainesville Development Corporation logo, therefore readers cannot associate the flyer
information with the organization. The Web site has the same lack of continuity, with no
signature colors, designs or fonts specific to the organization’s identity.
Unfortunately, the East Gainesville Development Corporation's current public relations tactics
negatively affect its brand recognition among it its key stakeholders. The public oftentimes
assumes the East Gainesville Development Corporation is a real estate development
company bases on the implied meaning of the term "Development" in the organization's title.
The inclusion of "Corporation" also implies the organization is a for-profit entity. Pam Burns,
CFO, says their current image does not relay the impact they have on Gainesville's low-
10

11. income community. The organization is also interested in publicizing their latest
achievements, such as recently becoming debt-free, which will present a professional and
responsible image to those who use their services. This reputation is also important to
institutions which donate funds to the organization.
Recent public relations efforts include an attractive Web site with sleek graphics and designs.
However, it has not been updated since 2007 and does not provide ample information about
the organization and the services it provides.
Printed publications are an ideal method for East Gainesville Development Corporation to
announce its services to East Gainesville residents. With an enhanced visual identity East
Gainesville Development Corporation will be able to reach its full potential and teach citizens
the skills they need to become financially self-sufficient.
Implications
As mentioned previously, the current messages relayed through East Gainesville Development
Corporation’s communications tactics is that the organization is a for-profit real estate
development corporation. Another problem the campaign aims to resolve is the lack of
identification the public holds with East Gainesville Development Corporation’s programs
(Dollars & $ense, IDA, and Camp MoneyQue$t). For example, the flyers for the Dollars and
$ense campaign, their most popular and successful project, do not display their logo. The
logo is also no where to be found on the Web site. These elements combine to create public
outreach that lacks a unifying identity for the organization and its programs.
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12. Communications SWOT Analysis
Positive Negative
Strengths Weaknesses
• Attentive public • Lack of consistency and repetition
Internal
• Limited competition • No recognition from cosponsored
• Services are in high demand programs and events
• Strong community partnerships • Limited resources
• Several successful programs • Not able to rely heavily on digital
communications
Opportunities Threats
• Re-build a brand that • Fluctuating budget
encompasses the mission of the • Completely reliant on outside funding
External
organization sources
• Establish relationships with • Lack of focus at management level
communication venues (radio, TV, • Lack of formal focus
print)
• Manpower and resources are over-
• Since current PR activities are
extended
very limited, any improvement is
likely to yield significant results
Client Communications Analysis
Currently, East Gainesville Development Corporation communicates through a limited number
of channels. The organization has received only one news feature, very few newspaper
articles, and one magazine ad void of any textual descriptions. Outside of formal channels,
word-of-mouth communication plays a big role in the organization. Since the East Gainesville
Development Corporation is a non-profit, they have a small budget. Word-of-mouth
advertising is a free marketing tool, encompassing a large audience reach. This form of
marketing allows for a cheap, efficient way to spread the news among not only East
Gainesville residents, but partners and sources of funding.
Although the self-empowerment message might be well-received by residents who are
involved with these programs, other residents might not even know what East Gainesville
Development Corporation does. They are simply not receiving the current message due to
lack of proper communication. East Gainesville Development Corporation has no stewardship
initiative, so there is no method of recording feedback.
The low-income status of East Gainesville residents must be considered in our tactics. Our
public relations campaign will feature press releases, Public Service Announcements,
brochures and magazines, among others.
12

13. Overview of Current Situation
Public Misconception
CEO Rhonda DeCambre Stroman and CFO Pam Burns have identified several issues with the
current East Gainesville Development Corporation situation. The public has a misconception
about the organization and what the company does. It is vital for the primary target audience,
East Gainesville residents, ti recognize the resources available.
Shortage of Funds
Donations and grant money provided to East Gainesville Development Corporation has
decreased drastically. The most recent grants include a $11,165 from Wachovia, later
extended by $15,000, and a $20,000 grant from Nationwide. The organization also collects
administrative fees for running grants from other organizations and individuals. With so little
funding, the future of the company's existence is never entirely secure.
Current Board Members
According to Nona C. Jones, the 2007-2009 chairman, East Gainesville Development
Corporation is stronger than ever. The board of directors is comprised of highly competent
and motivated individuals. After ten years as an established non-profit organization, East
Gainesville Development Corporation has created the six programs mentioned earlier in this
report. The changing board members have also established ties with many different local
grant funders.
Lacking Connection With Target Publics
Often misled by its name, this non-profit remains unknown to many of its constituents. East
Gainesville Development Corporation is recognized name by other non-profit businesses, but
is indistinct to many of its primary target audience, the East Gainesville residents themselves.
East Gainesville Development Corporation does not practice stewardship with its former grant
suppliers, and therefore has lost much of its previous funding.
Lacking Continuity Between Campaigns
The key problem East Gainesville Development Corporation faces is a lack of recognition by
the public and potential donors. Written communication about the programs offers little to no
recognition of the organization, containing only a small logo or title. This makes it hard for an
individual who is first learning about them to foster a connection with the organization.
Shortage of Manpower
Unfortunately, the organization faces a lack of funding to hire additional employees that would
implement a re-branding campaign, as they must focus on the current projects of East
Gainesville Development Corporation and their full-time careers.
13

14. Discussion
The central issue of this campaign is trying to get East Gainesville Development Corporation
to reach low income individuals. Both the public and potential donors do not know who is
sponsoring these financial programs.
Ultimately, CFO Pam Burns and chairman and CEO Rhonda DeCambre Stroman want the
organization to accumulate grant money in order to better serve the community. The need for
funding is the primary concern of the East Gainesville Development Corporation's future. In
time, the non-profit hopes to facilitate more classes and self-empowerment programs.
The client views public relations as an integral part to their re-branding efforts. Century
Communications hopes to reach the target public through informational booths at community
events, such as the Summer Heatwave Basketball Tournament. The various local events
provide an efficient method of material distribution.
A potential problem that could be encountered is the lack of monetary funds. Amid the
current economic climate, it remains difficult if not nearly impossible for sponsors to give
grants ranging from $100,000 to $200,000, which they received in the past. The budget
fluctuates due to the fact that grants may or may not be awarded. Without the money to
conduct these programs, this corporation simply cannot exist. Another problem is the lack of
connections among current and prospective sponsors and donors. The lack of stewardship
and relationship management has impeded a steady support both financially and within the
community.
Although East Gainesville Development Corporation aspires to serve the local community, it is
faced with financial obstacles. The lack of financial stability remains the key problem affecting
the planning of the campaign. CEO Rhonda DeCambre Stroman has allotted a $1,000 budget
to carry out a re-branding campaign. This limits our public relations efforts due to the fact that
successful marketing strategies are hard to carry out with limited funds.
Preliminary Identification of Target Public
East Gainesville Residents
The preliminary target public is East Gainesville residents, who are most likely to need East
Gainesville Development Corporation’s services.
Demographics
The 2000 Census gives alarming statistics about educational achievement, household income
and unemployment/poverty in East Gainesville. The area has a 70 percent high school or
higher educational achievement, which is below the U.S. average (The skinny on 32641:
ZIPskinny). About 18 percent have a household income of $15,000-$24,999 (The skinny on
32641: ZIPskinny). The median household income for this area is $24,903.
14

15. "At this income level, most of the population may be eligible for homeownership and neighborhood
revitalization programs and various federal homeowner assistance programs. East Gainesville also contains
a higher proportion of single-parent households than Alachua County" (Group, 2003).
According to Renaissance Plannign Group (2003), 85 percent of East Gainesville children live
in homes with single mothers, compared to that of Alachua County as a whole, where 65
percent of children live with a married couple. Single families comprise roughly one third of all
households in East Gainesville and Alachua County. East Gainesville residents comprise
about 16 percent of the total county population, close to 34,000 people. It is projected to
grow to about 52,000 people by the year 2020. About 20 percent of the City of Gainesville’s
population lives in East Gainesville within the city limits. (Group, 2003). East Gainesville is
made up of 72 percent who identify themselves as black and 25 percent as white (The skinny
on 32641: ZIPskinny). The largest age group, 18-29 year olds makes up 44 percent of the
population.
Additional Publics
Internal
Segmented further, the internal constituency is the board of directors. The board is comprised
of 15 active professional members from the law and accounting industries. They are
responsible for keeping in constant contact with sponsors and donors. In addition, the board
manages six financial empowerment programs available to East Gainesville residents.
External
The external constituencies are East Gainesville residents, donors and sponsors, other non-
profit organizations who perform similar functions; and business corporations who are
interested in developing East Gainesville.
Internal Relations
Internally, the relationship between the board of directors is strong, however the members
change every two years. This makes the relationship a bit of a challenge since
the organizations focus may change with a new chairman, but East Gainesville Development
Corporation is making it work to its advantage. They have monthly board meetings to discuss
any changes or new ideas that could further enhance its relationships.
External Relations
Externally, East Gainesville Development Corporation's relationship with the East Gainesville
residents is mundane. The non-profits goal is to serve this population through outreach
programs that encourage self-empowerment. Essentially, East Gainesville Development
Corporation does not have a relationship with sponsors or donors, other than sending of grant
applications. East Gainesville Development Corporation has a strong relationship with other
non-profit organizations. An example would be Peaceful Paths, an organization which
focuses on victims of domestic abuse, who is a partner with East Gainesville Development
15

16. Corporation on its IDA program. These non-profits work on a one-on-one basis, therefore can
build a strong relationship through serving the community residents.
Conclusion
The secondary research shows that non-profits who work in similar sectors do have positive
attitudes toward East Gainesville Development Corporation. This is evident through many
partnerships with other non-profit organizations. Since East Gainesville Development
Corporation currently does not operate using the stewardship function of public relations, we
are unable to determine whether or not these individuals or companies have any beliefs or
attitudes toward the organization.
16

17. 3
Introduction
SECTION
THREE
Primary
Research
Century Communications employed one primary
In This Section
Introduction
Formal Survey
research method, a 19-question survey designed
Methodology Discussion
to identify the needs and preferences of East
Log of Survey Attempts
Gainesville residents. The survey also sought to
help evaluate the audience’s awareness level of Survey Findings
East Gainesville Development Corporation and its Residence
programs. Age and Gender
Income
Formal Survey Ethnicity
Services Desired
Areas of Need
Methodology Discussion Preferred Media Outlets
Survey efforts were met with minimal success. Re-branding names
Access to East Gainesville residents proved Slogans
Logos
difficult, and the total number of completed
surveys was 93.
Interpretation and Application of
Results
Ten different corporations refused to cooperate in
research efforts for various reasons such as
solicitation policies and liability insurance policy.
Specifically, nine churches felt their members
should not be bothered with a survey after
worship services. Six corporations allowed
surveying. The chart on the next page relays
attempts to survey.
17

18. Log of Survey Attempts
• Tuesday, July 14: Lincoln Middle School and Martin Luther King Jr,
Multipurpose Center, Summer HeatWave Basketball Games.
6 Successful • The Summer HeatWave program is a preventive outreach effort to
disadvantaged teens. The games are co-ed and participants range in ages from
13-16 years old. The sampling method consisted of available parents who
entered through the front doors of the gymnasium. Forty-one surveys were
collected from the two locations between the hours of 5 p.m. to 9 p.m.
• Wednesday, July 15: Alachua County Library Headquarters.
• Nine surveys collected.
• Thursday, July 16: Downtown Gainesville.
• Eight surveys collected.
• Saturday, July 18: Eastside Park Softball Tournament.
• Collected 20 surveys.
• Saturday, July 18: Martin Luther King Multipurpose Center.
• Collected two surveys from staff members.
• Saturday, July 18: MLK Community Pool.
• Collected 13 surveys.
• Wednesday, July 15: Waldo's Super Walmart.
• Not able to survey due to company surveying policies.
• Thursday, July 16: Publix on Main Street.
• Denied surveying due to lack of having liability insurance.
10 Unsuccessful
• Thursday, July 16: Winn-Dixie on Main Street.
• Denied surveying due to a “no solicitation” policy.
• Thursday, July 16: DCI Plasma Center.
• Denied surveying due to corporate restrictions.
• Thursday, July 16: Gate Station on Northeast Fifth Street and
Southwest 13th Avenue.
• Denied surveying due to corporate restrictions.
• Friday, July 17: Ten local churches.
• Left voicemails to reach the churches which resulted in only one returned call.
• Williams Temple COGIC, 628 NW 7th Avenue: Pastor Detroit Reginald Williams
could not allow surveying within suggested time frame.
• Friday, July 17: Regional Transit System Main Station.
• Denied surveying at bus stations due to corporate policy.
• Saturday, July 18: Rudy’s Restaurant on Fifth Avenue.
• Denied surveying, including employees.
• Saturday, July 18: Caribbean Spice Restaurant.
• Denied surveying, including employees.
• Saturday, July 18: Fifth Avenue Convenience Store.
• Denied surveying, including employees.
18

19. Survey Findings
See Appendix 1 for final survey instrument.
Residence
Of the 93 respondents, about 71 percent said they live in Gainesville, and 29 percent said
they did not live in Gainesville. Zip codes mentioned in the survey include: 32608, 32601,
32641, 32607, 32605, 32609, 32606, an 32653. There were 51 percent of respondents from
East Gainesville, specifically from these zip codes: 32609, 32601, 32605 and 32641.
Age and Gender
About 54 percent were female and 20 percent were male. The highest percentage, 22 percent
of respondents, were in the 48 or older age group and the 30 to 35 age group. This was
followed by the 42 to 47 age group at 15 percent, the 24 to 29 age group at 13 percent, the
18 to 23 age group at 13 percent, and the 36 to 41 age group at 10 percent.
Income Distribution
Income
13% 13% About one third or 30 percent of respondents
were of the $0-19,000 range. The second salary
8% range was $38,000 or more a year, with 29
percent.
30%
29%
7%
$0-$19,000 $20,000-$25,000
$26,000-$31,000 $32,000-$37,000
$38,000+ Missing
19

20. Ethnicity
Ethnicity
The most prominent race was Black, or African-
28% Americans, at 55 percent, followed by Caucasian at
55% 28 percent.
8%
Black or African American Caucasian
Hispanic Asian
American Indian/Alaskan Native Missing
Services Desired
Services Desired
Among the three options for services
desired, tax preparation, monetary education
programs and entrepreneurship training
15% 30% programs, 30 percent of respondents
showed interest in monetary education
program, followed by the entrepreneur
14% program at 21 percent.
21% About 15 percent indicated tax preparation
was also a needed service area. Seven
percent of respondents indicated that they
Tax Preparation
Monetary Education Programs need none of the services.
Entrepreneurship Training Programs
Tax Preperation and Monetary Education
Tax Preperation and Entrepreneurship
Monetary Education and Entrepreneurship
None
All
Other
Missing
20

21. Areas of Need
8%
3%
4%
53%
9%
Areas of Need
Among the options for areas of need, 12%
raising credit score, tax preparation,
8%
lowering utility bill and basic banking
education areas, 53 percent selected
Raising Credit Score
lowing utility bill. Raising credit score Tax Preparation
was the next selected area of needed Lowering Utility Bill
Basic Banking Education Help
with 12 percent. Lowering Utility Bill and Basic Banking Education
Raising Credit/Lowering U. Bill/Basic Banking Education
Other
Raising Credit Score and Basic Banking Education
Tax Preperation and Lowering Utility Bill
None
Missing
Preferred Media Outlets
11%
Preferred Media Outlets 9%
15%
Among options of preferred news
outlet, TV, newspaper and Internet, 66
percent said that they get their news
from TV. Newspapers were the next 7%
most popular outlet with 42 percent. 25%
TV Internet
Newspaper TV and Newspaper
TV and Internet TV Newspaper Internet
All Radio
Radio TV Newspaper Radio and TV
Other Radio and Newspaper
Newspaper and Internet Radio TV Internet
Missing
21

22. Name Recognition
•Only 30 percent of respondents said they have
Name Recognition heard of East Gainesville Development
Corporation.
•Sixty-nine percent said they have never heard
12% of East Gainesville Development Corporation.
•East Gainesville Development Corporation has
not been successful in promoting both the
4% organization as an entity, and the services it
provides. Only 30 percent of respondents know
about the organization.
84% •Only 13 percent of respondents said they have
heard of East Gainesville Development
Corporation’s services.
•An astounding 85 percent have never heard of
East Gainesville Development Corporation’s
Yes No Missing
services.
Perceived Benefit of East Gainesville Development Corporation programs
• Sixty-seven percent of respondents said East Gainesville Development Corporation’s
programs are extremely beneficial.
• Twenty-three percent of respondents said East Gainesville Development Corporation’s
programs are solely beneficial.
22

23. Re-branding names
Century Communications asked respondents about
possible new names and slogans of East Gainesville
Development Corporation. The results showed names
which include the words “East Gainesville Community”
were the most popular.
Name Preferences
East Gainesville Community Services
East Gainesville Community Service Foundation
East Gainesville Development Foundation
East Gainesville Community Foundation
East Gainesville Financial Foundation
Missing
Other
23

24. Slogan Preferences
Slogans
Most Popular: “Tools for your
Financial Future”
The majority of respondents
ranked “Tools for your
Financial Future” as their
favorite slogan by a significant
Tools for Your Financial Future
margin. Helping You Succeed
Put Your Future in Your Hands
Empowering Your Future
Logos
The four images below are the
logos provided to survey
respondents. It is important to
mention that some
respondents failed to
differentiate levels of likeness
toward one logo or the other,
which signifies a disinterest to
answering this question. This
Logo
trend inevitably affected our
total sample results.
Statistical analysis of the
survey results uncovered
interesting findings. We
surveyed respondents about
their possible need for EGDC
programs, their existing
familiarity with the
organization and its
campaigns, as well as their Hands and City Hands and Houses Earth and People
House and Sun
preferences for a new logo,
brand, and slogan for the
organization.
24

25. The first choice was lightly modeled after the original East
Gainesville Development Corporation logo, which also included a
yellow sun and rays. Also incorporated is a simple outline of a
family in a home, which symbolizes East Gainesville Development
Corporation’s mission. The colors for the house and type were
chosen to compliment the yellow sun while adding slight contrast.
The second is the most colorful of the four possible logos and
features a rainbow-colored line of human outlines standing across
a globe. The cartoon style of the logo adds a playful element, and
the colorful people are reminiscent of East Gainesville
Development Corporation’s current website, which features similar
image on its home page.
The third possible logo incorporates a handshake variation which
uses images of trees, homes and buildings, which communicate a
feeling of growth and community health. This logo was somewhat
unique from the others in its color-choice of mainly green and
orange, which, are the colors for Eastside High School, a public
school in East Gainesville that is widely attended by students who
fit the socioeconomic profile of East Gainesville Development
Corporation’s key publics.
The fourth logo depicts three pairs of hands holding up a city. The
hands are representing different races, which promotes unity
among diverse members of a community, a strong theme in East
Gainesville Development Corporation’s mission and projects. The
cityscape image of this logo includes buildings as well as natural
elements like trees and hills. Green text was used to emphasize the
word “East” and complements the brown shades in the arms and
city.
25

26. Interpretation and Application of Results
Based on the distributed surveys, it was determined that 51 percent of the respondents were
from East Gainesville, while the remaining 42 percent of respondents were from surrounding
areas in Gainesville.
The majority of respondents were female around the age of 48 or older. This finding will help
Century Communications to develop this campaign.
Findings indicate there is a significant income gap among low- and high-income respondents.
Very few respondents reported a “middle class” annual income.
Results showed the majority of respondents were African-American. Century
Communications believes this confirms that the survey respondents are a target audience of
East Gainesville Development Corporation. The survey results are also useful for knowing
community residents’ thoughts and opinions about East Gainesville Development
Corporation.
First, the survey results clearly showed that East Gainesville Development Corporation was
unknown among community residents. However, East Gainesville Development Corporation
programs sounded interesting to people. This confirmed that re-branding is an urgent issue.
This non-profit organization has quietly existed for 12 years within the Gainesville area. East
Gainesville Development Corporation needed re-branding initiatives to allow them to be
identifiable.
Second, Century Communications decided to change the organization’s name from East
Gainesville Development Corporation to East Gainesville Community Foundation based on
the survey results, a meeting with Rhonda Stroman and various board members.
One respondent strongly felt the need to explain the current name brings an image to mind of
a builder building a community. She took a literal meaning to the name, a mistake often made
by many respondents. She also felt the re-branding name and slogan should include what
services are offered by the non-profit organization. Most wanted their suggestions taken into
account. Respondents agreed that is is important to create a name, which efficiently and
effectively discuss the purpose and plan of the company.
Her suggestion was, “Learn to manage and protect your financial future.” This slogan would
promote a positive attitude for residents in need of assistance. By sending out an optimistic
message, this re-branding aspect will show individuals that East Gainesville Development
Corporation assists in helping educate local residents.
Century Communications has decided to use “Tools for your financial future” as the slogan.
We feel the underlying message is how East Gainesville Development Corporation can bring
East Gainesville residents financial tools for their future.
26

27. A number of respondents failed to indicate a preference, instead choosing to rank all the
names, slogans, logos the same rating. This could point to a lack of interest in the
organization due to respondents never having heard of it. It could also have been a result of
the long length of the survey, which a few respondents made negative comments about.
In summary, an overwhelming amount of people in East Gainesville desire monetary
education and entrepreneur training programs. This is where East Gainesville Development
Corporation should work on building and providing more funding.
Based on the findings, the proposal is for East Gainesville Development Corporation to serve
as a liaison between GRU and the East Gainesville population to provide more payment
options. East Gainesville Development Corporation should take these results to companies
and non-profit agencies likely to fund related projects. These results are a resource for East
Gainesville Development Corporation to explain how many people need help with their GRU
bills. While they could focus on the other three areas of assistance, they should focus on
working with residents in this area, which would build recognition for the organization within
the community.
It is advised for the East Gainesville Development Corporation to focus primarily on getting TV
coverage. This could be in the form of segments about their organization or having news
teams come to their events. Newspaper and internet are also two important sources of
coverage. Efforts should focus on radio coverage. There was a large mixture of people who
chose TV, the internet and newspapers collectively. It would be beneficial to focus on news
groups that have a combination of those such as the Gainesville Sun.
Of the 93 respondents, only 12 percent said they recognized of East Gainesville Development
Corporation. The majority of the respondents, or 84 percent, said they never heard of East
Gainesville Development Corporation. Regarding East Gainesville Development Corporation’s
services, only 13 percent said they have heard of it, and 85 percent said they have never
heard of East Gainesville Development Corporation’s services.
East Gainesville Development Corporation’s programs, Dollars and $ense Campaign, NxLevel
Entrepreneurship training, and Project EmPowerment, were introduced to respondents.
Regarding all three programs, a majority of respondents, or about 80 percent, evaluated those
programs beneficial.
Additionally, East Gainesville Development Corporation said their biggest program is tax
preparation, but only around 15 percent of respondents said they need help in this area. East
Gainesville Development Corporation should concentrate their funding on financial education
programs rather than tax preparation.
27

28. Also, respondents had an opportunity to evaluate the new possible names of East Gainesville
Development Corporation. Conclusions indicated the terms ‘East,’ ‘Gainesville’ and
‘community’ were very important to include in the re-branding campaign.
Research yielded interesting findings on the publics possible need for East Gainesville
Development Corporation programs, existing familiarity with the organization and its
campaigns, as well as preferences for a new logo, brand, and slogan for the organization.
28

29. 4 SECTION
FOUR
Key Publics
Clarification of Key Publics
Century Communications decided to focus on East Gainesville residents as the primary
target audience. The secondary and primary research shows current East Gainesville
residents are not familiar with the organization or the programs that it offers.
This organization’s secondary publics are the current and potential donors and partners
within the Gainesville area. These groups of people provide the funding source this
organization and the various programs it offers.
Primary
• East Gainesville Residents
Secondary
• Current and Potential Donors
• Current and Potential Partners
29

30. Goal
5 SECTION
FIVE
Goal, Objectives
& Phases
The goal of Century Communications is to position East Gainesville Community Foundation as
a recognizable and credible non-profit organization.
As a result of this re-branding campaign plan, Century Communications hopes that East
Gainesville residents will recognize East Gainesville Community Foundation as a credible non-
profit that is willing to lend a helping hand to assist residents in a time of need.
Objectives
Impact objectives:
Informational
• To increase awareness about East Gainesville Community Foundation by 30% among
East Gainesville residents within nine months.
• Tactics
1. Brochure
2. Newsletter
3. Postcard mailer
4. Web site mock-up
5. Door hangers
6. Tabling exhibit
7. TV spots for local broadcast chanel
8. Logo
9. Potential donor package
10. T-Shirt
• To increase awareness about East Gainesville Community Foundation’s programs by
25% among East Gainesville residents within nine months.
• Tactics
1. Brochure
2. Postcard mailer
3. Doorknob hangers
4. Web site
5. Logo
6. Potential donor package
30

31. Attitudinal
• To enhance the positive reputation of East Gainesville Community Foundation
among East Gainesville residents within one year.
• Tactics
1. Informational session
2. Annual report that includes success rate
3. Newspaper articles/T.V. reports that highlight the successes
Output Objectives:
• To disseminate information regarding East Gainesville Community Foundation and
its programs among the East Gainesville community within one year.
• Tactics
1. Distribute 10,000 door hangers
2. TV spot for local broadcast channels
3. Brochure
4. Newsletter
5. Potential donor package
Phases include:
Phase 1:
Introduce new company name, logo, and slogan through various communication channels
Phase 2:
Send out mailers, doorknob hangers to increase awareness about programs. Also, conduct
tabling exhibits throughout East Gainesville.
Phase 3:
Host event, information session, and database
Phase 4:
Carry out evaluation and stewardship functions through contacting individuals and
corporations.
Through the implementation of these phases, East Gainesville Community Foundation will be
able to fulfill its goals and objectives created for this campaign.
Additionally, these phases will increase awareness and name recognition, which are
organizational goals set forth by East Gainesville Development Corporation.
31

32. 6 SECTION
SIX
Relevant Theories
Strategic
Programming
The Public Information Model
This model uses a form of one-way communication to distribute information about an
organization to various publics. Century Communications has chosen Grunig’s Public
Information Model because it best represents the idea of re-branding. Within a re-branding
campaign, it is the overall purpose to disseminate information about the organization in a way
that is effective and accurate. For the purpose of this campaign, the model will be used to
relay key messages and tactics that will satisfy the goal and objectives as previously stated.
Relationship Management Theory
The Relationship Management Theory discusses the fostering, nurturing and building of
stronger relationships with various key and secondary publics. The idea stems from the basic
public relations definition as a management function of communication between an
organization and its publics. Therefore, this campaign will build upon existing relationships
and establish positive relationships with the stated key and secondary publics of East
Gainesville Community Foundation. In addition, Century Communications has devised tactics
that will allow the newly re-branded organization to be recognized as a credible non-profit
among, not only current and previous donors and partners, but also East Gainesville
residents.
32

33. Key Message
Primary
East Gainesville Community Foundation cares and exists to help you!
We provide access to a variety of local resources and encourage participation in various East
Gainesville Community Foundation sponsored programs. We want you to learn more about
the East Gainesville Community Foundation and take advantage of the services offered.
Tactics
Century Communications chose to create the following tactics based on the secondary and
primary research findings:
1. Brand identity
• New logo
• Color palette
2. Web site mock-up
3. Brochure
4. Monthly newsletter
5. TV Spots for local broadcasting channels
6. Tabling exhibit
7. Potential donor package
• Press Release
• Letter
• Fact Sheet
8. Mailers
9. Door hangers
10. T-shirt
Each tactic was individually created to increase awareness about the East Gainesville
Community Foundation:
33

34. Tactic 1: Brand Identity
Color Palette
Primary Colors
Logo Green Logo Orange
C=52 M=0 Y=93 K=0 C=0 M=45 Y=87 K=0
R=109 G=179 B=62 R=255 G=127 B=0
Complementary Colors
Blue Yellow Lime
C=98 M=81 Y=0 K=0 C=7 M=2 Y=67 K=0 C=21 M=0 Y=87 K=0
R=21 G=49 B=118 R=244 G=240 B=77 R=69 G=100 B=87
Teal Purple Brown
C=68 M=2 Y=5 K=0 C=56 M=55 Y=0 K=0 C=27 M=56 Y=86 K=40
R=21 G=170 B=212 R=113 G=83 B=173 R=80 G=58 B=34
Type Color
Dark Grey
C=81 M=76 Y=71 K=41
R=36 G=36 B=36
34

35. Tactic 2: Web Site Mock-Up
Home page
East Gainesville
Community Foundation
Formerly known as East Gainesville Development Corporation
Home About Us Programs News Partners Resources Make a donation
Welcome
Our Mission East Gainesville Community Foundation is a non-profit that serves
To provide people with the community providing people with the tools they need to become
the tools to be financially self-reliant. We run several programs to assist Gainesville
financially self reliant residents in need with everything from income tax preparation to
both in managing and entrepreneurship training. Please view our programs page to learn
investing of money. more about how we can help you.
As a non-profit, we rely on the
generosity of private and corporate
donors to keep our programs
afloat. If you are interested in
becoming a partner, or making a
contribution, click here.
Home About Us Projects News Partners Make a donation Resources
35

36. About Us
East Gainesville
Community Foundation
Formerly known as East Gainesville Development Corporation
Home About Us Programs News Partners Resources Make a donation
About Us
Our Mission East Gainesville Community Foundation began in 1997 as a task
To provide people with force comprised of 200 local community members. In 2001, the task
the tools to be force changed the organizations name to East Gainesville
financially self reliant Development Corporation.
both in managing and In 2009, EGDC chose to re-brand itself once again to ensure that
investing of money. East Gainesville residents recognize the organization as a credible
non-profit organization.
Today, the organization is responsible for programs which provide
people with the necessary tools to be financially savvy.
The overall goal of East Gainesville Community Foundation is to
enhance the lives of East Gainesville residents, through the power of
knowledge and self-empowerment.
The programs we offer are not a hand out, but a helping hand to
individuals who are seriously interested in financial independence.
Home About Us Projects News Partners Make a donation
36

37. Tactic 3: Brochure
East Gainesville Community EGCF:
Foundation Board of Directors
Rhonda DeCambre Stroman, Esq. Dip. Ed.
Mission. To provide people with Chairman & CEO
the tools to be financially self
Jacquelyn White
reliant both in managing and Vice Chairman of Programs
investing of money.
Kimberly Hankerson, MBA
Vice Chairman of Resource Development
Message. East Gainesville
Pamela Burns, CPA, EA, FCPA
Community Foundation cares and
Chief Financial Officer
exists to help YOU!
Chris Coleman, Registered Representative
Chief Administrative Officer
We provide access to a variety of
local resources and encourage Rev. Samuel Jones Jr.
Nona C. Jones
participation in various EGCF Anthony Gordon
sponsored programs. We want Cedrick Baker
Albert White
you to learn more about EGCF
Isaac Jones
and take advantage of both our Ian R. Fletcher
services and aid we offer. Shaad Rehman
April Green
Erica Castano
Programs: Dollars and $ense,
NxLevel Entrepreneurship
Training, Project EmPowerment,
Micro-loans Program, and Camp Tools for your financial future
East Gainesville Community Foundation
Money Que$t. PO Box 1443
Gainesville, Florida 32602
Phone:1-866-535-5040
www.egdc.org
About: Want to help?
East Gainesville
Community Foundation East Gainesville Community
Stay Updated with the Foundation is a non-profit organization
East Gainesville Community Foundation
East Gainesville Community with limited funding.
began in 1997 as a task force comprised of Foundation! If you are interested in giving of your
200 local community members. In 2001,
time or a monetary donation, please
the task force changed the organizations
contact Rhonda Stroman, Chairman &
name to East Gainesville Development
CEO, at rdcambre@yahoo.com.
Corporation. • Visit www.egdc.org
In 2009, the organization decided to re- • Visit our online discussion forum
brand itself once again to ensure that East
Interested in a program
Gainesville residents recognize the
• Join our mailing list by submitting application?
organization as a credible non-profit
your email and physical address
organization.
to rdcambre@yahoo.com Applications for Project EmPowerment
can be found at the GRU front desk.
Today, the organization is responsible for
programs which provide people with the • Join an information session at
All other applications can be found by
necessary tools to be financially savvy. various events throughout the
contacting Rhonda Stroman, Chairman
year. & CEO, at rdcambre@yahoo.com
The overall goal of EGCF is to enhance the
lives of East Gainesville residents, through
the power of knowledge and self-
empowerment.
The programs we offer are not a hand out,
but a helping hand to individuals who are
seriously interested in financial
independence.
37

38. Tactic 4: Monthly Newsletter
! ! ! ! Tools for your financial future since 1997.
A Monthly Newsletter" ISSUE 1 - SPRING 2010
DONOR INFORMATION ONLINE FORUMS SIGN UP FOR OUR CONTACT US
PROGRAMS OFFERED If you are interested Meet others in your MAILING LIST Questions? Mail,
See the five-financial in donating, please area and post any Stay up to date with Email, or call today.
programs currently review this to see questions, comments, EGCF’s classes and Page 2
being offered by more company or concerns on our events!
EGCF. information. discussion board! Page 2
Page 2 Page 2 Page 2
East Gainesville residents themselves. EGDC with Gainesville offices, such as Nationwide
MEET THE does not practice stewardship with its former Insurance.
ORGANIZATION grant
suppliers, and therefore has lost much of its We are interested in expanding all areas of
previous funding. funding, with hopes of receiving government
We have gone through several name changes, grants in the future. EGCF is managed by a 15
but have kept the same purpose. Developed in member Board of Directors who participate on
1997 as the East Gainesville Community Task a volunteer basis. All members have full-time
Force, our non-profit organization has worked jobs in different industries throughout the
to address community issues in the areas of Gainesville community. The board meets
employment, business development, tourism, every month to discuss any changes or new
education and health. The Task Force soon ideas that could further enhance its
took on a new identity, the East Gainesville relationships.
Development Corporation in 2001. EGCF has communicated and provided free
Throughout our operation, the EGDC has income tax preparation services and
advocated growth in the East Gainesville educational classes to local residents for 12
region through local support in the form of a Our purpose is to facilitate empowerment
years. Our primary message is for individuals
variety of programs. among the low-income population of
to be self reliant in managing and investing
Gainesville, particularly East Gainesville. The
In 2009, our name changed to EGCF. Through their money.
various programs provide education to these
surveying, we found a similarity among our residents about all aspects of becoming We also encourage overall self-empowerment
respondents. financially secure and self-sufficient through among East Gainesville residents. The
workshops and classes. Our organization and message continues to be carried through the
EGDC often mislead respondents by its name, its programs are entirely funded through
this non-profit remains unknown to many of Dollars and Sen$e campaign, Project
donations and grants. Private donation EmPowerment, NxLevel Entrepreneurship
its constituents. It is a recognizable name by attempts have been met with little if any
other non-profit businesses, but is indistinct to Training, Volunteer Income Tax Assistance,
response. Therefore, EGCF has focused its and Camp Money Que$t.
many of its primary target audience, the fundraising efforts mainly on corporations
EAST GAINESVILLE COMMUNITY FOUNDATION! 1
38

39. E A S T G A I N E S V I L L E C O M M U N I T Y F O U N D A T I O N
PROGRAMS OFFERED DONOR INFORMATION CONTACT US
DOLLARS AND $ENSE People like you are the heart of this
organization. Without you we would not be
This campaign is an initiative that unites able to exist!
professional citizens with low-income
residents of East Gainesville who need Please contact Board Chairman and CEO
assistance with taxes. The volunteers from the Rhonda DeCambre Stroman.
government, non-profit and private sector are
assigned to several locations across
Gainesville from January to April, the prime By phone: 352-214-1974
months of tax season to provide free tax aid.
By email: rdcambre@yahoo.om
• Reached 4,000 community members.
• Saved almost $3 million in tax refunds. By mail: P.O. Box 1443
! Gainesville, FL 32602
Project EmPowerment
Visit our Web site at: www.EGDC.org.
Launched in 2008 in partnership with If you are interested in donating your money
Gainesville Regional Utilities and the and/or time, EGCF needs you!
Community Weatherization Coalition, this
campaign provides monetary assistance to Our organization understands local hardships,
low-income Gainesville residents who fall
behind on their utility bills. cares about improving them, and we are
aiming to improve the situation, which would
•More than 30 low-income residents have better the community in East Gainesville. We
received funding through this project. need your help to improve things, in the way
of donations of either time or money. You can
•Also provides education on how to lower
utility bills. be an active force in cleaning up poverty in
the East Gainesville community to make this a
NxLevel Entrepreneurship Training better place for current and future
generations.
This program provides thousands of dollars in
funding to different business ideas submitted
by Gainesville residents.
To receive funding, applicants must complete: ONLINE FORUMS
•an entrepreneurial training program where These message boards will allow Gainesville
in the top four business ideas receive micro residents, specifically those residing in East
loans, small amounts of money to start and Gainesville, to discuss a variety the following:
grow their businesses in the Gainesville
community. •All five offered programs.
•Everyday financial problems.
VITA
This program relies on the University of
Florida student volunteers to assist by
preparing tax forms for the program’s
participants.
•Open to all, though heavily targeted to low-
income residents who do not have the
financial means to pay for tax assistance.
Camp MoneyQue$t
This campaign is a five-day money camp
designed to teach 13-18 year old youth
financial management skills.
Students will learn how to:
SIGN UP FOR OUR MAILING
•Set up a budget. LIST
•Spend wisely.
By signing up for our mailing list, you will
•Establish credit and use it wisely. receive:
• Reminders for educational programs.
• Weekly reminders of upcoming events.
• Any publicity about EGCF.
Rhonda DeCambre Stroman
2! EAST GAINESVILLE COMMUNITY FOUNDATION
39

40. Tactic 5: TV Spot
As per survey results, the majority of our target public receives their information from a
television news source. Creating a tactic for this medium is essential. The series of four
commercials chronicles the experience of one East Gainesville resident, Brenda, as she
discovers and utilizes the services provided by East Gainesville Community Foundation to
achieve her full business potential.
The viewers will follow the plight of the character through the television commercials,
although they are also prompted to visit the Web site to find out more information. This
format gives a sense of familiarity with the character, as well as create a story line the public
can follow. Ultimately, it should be inspiring to the community, while informing them of the
opportunities that could be attained through the use of East Gainesville Community
Foundation’s services.
TV Spot 1:
(Dollars and $ense Campaign)
Character: Brenda, Black female in her mid-40s.
Voice over:
I HEARD ABOUT THE EAST GAINESVILLE COMMUNITY FOUNDATION’S DOLLARS AND $ENSE
CAMPAIGN FROM ANOTHER MOTHER AT MY SON’S SUMMER BASKETBALL TOURNAMENT. SHE
SAID THEY TAKE ALL THE HASSLE AND CONFUSION FROM COMPLETING YOUR TAXES, AT NO
COST. ALL YOU HAVE TO DO IS VISIT ONE OF THE LOCATIONS AND BRING ANY INFORMATION
NEEDED TO HELP YOU COMPLETE THE TAX FORMS. IT TOOK A MATTER OF MINUTES AND IT
WAS GREAT HAVING AN EXPERT CLARIFY ALL MY QUESTIONS REGARDING MY TAXES.
THE AGENT ALSO TOLD ME ABOUT OTHER FINANCIAL EDUCATION PROGRAMS THEY PROVIDE
REGARDING BUSINESS AND ENTREPRENEURSHIP. NOW THAT THE HASSLE OF FILING MY TAXES
IS DONE, I AM ANTICIPATING MY TAX REFUND. NOW WITH A HEAD START ON MY FINANCES, I
CAN TAKE ADVANTAGE OF THE NxLEVEL ENTREPRENEURSHIP TRAINING PROGRAM THEY
OFFER.
TO FIND OUT MORE ABOUT BRENDA'S EXPERIENCE WITH ALL THE EAST GAINESVILLE
COMMUNITY FOUNDATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORG
East Gainesville Community Foundation. Tools for your financial future.
40

41. TV Spot 2
(NxLevel Entrepreneurship Training)
Character: Brenda, Black female in her mid-40s.
Voice over:
THE FIRST TIME I WENT TO THE EAST GAINESVILLE COMMUNITY FOUNDATION FOR HELP WITH
COMPLETING MY TAX FORMS, I WAS BLOWN AWAY BY ALL THE DIFFERENT SERVICES GEARED
TOWARDS HELPING ME LEARN TO MANAGING MY MONEY. THE NxLEVEL ENTREPRENEURSHIP
PROGRAM IS FREE TO ENROLL FOR COMMUNITY MEMBERS, WHICH I REALLY APPRECIATE
DURING THESE TOUGH TIMES. I LEARNED THE CLASSES LAST 8 to 10 WEEKS AND CAN GIVE
ME INVALUABLE INSIGHT INTO THE REALITY OF WHAT IT TAKES TO MANAGE MY OWN
BUSINESS. THE COURSE IS TAUGHT BY EXPERIENCED MEMBERS OF THE COMMUNITY WHO
ARE ALWAYS ABLE TO ANSWER ANY QUESTIONS I HAVE ABOUT ENTREPRENEURSHIP. I HAVE
ALWAYS WANTED TO OPEN MY OWN DANCE STUDIO, AND NOW WITH POSSIBLITY OF
RECEVING A SCHOLARSHIPS IF I AM ONE OF THE FOUR TOP GRADUATES AND ALL THE
KNOWLEDGE I GAINED FROM THE COURSES, IT COULD ACTUALLY BE A REALITY! MY FRIENDS
AT THE EGCF SAY THE NEXT STEP IS TO LOOK INTO THE MICRO-LOAN PROGRAM. I REALLY
APPRECIATE KNOWING THAT THERE IS AN ORGANIZATION IN GAINESVILLE THAT IS DEDICATED
TO HELPING ME SUCCEED.
TO FIND OUT MORE ABOUT BRENDA’S EXPERIENCE WITH ALL THE EAST GAINESVILLE
DEVELOPMENT CORPORATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORG
East Gainesville Community Foundation. Tools for your financial future.
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42. TV Spot 3
(MICRO-LOAN PROGRAM)
Character: Brenda, Black female in her mid-40s.
AFTER I COMPLETED THE EAST GAINESVILLE COMMUNITY FOUNDATION’S NxLEVEL
ENTREPRENEURSHIP PROGRAM, I WAS AWARDED A SCHOLARSHIP TO START MY OWN
BUSINESS. IT WAS A GREAT START, BUT THE ENTREPRENEURSHIP COURSES TAUGHT ME THAT
IN ORDER TO HAVE A SUCCESFUL START-UP I NEED TO INVEST IN MY BUSINESS. THE
ORGANIZATION'S MICRO-LOAN PROGRAM IS DESIGNED TO PROVIDE THE FINANCIAL
ASSISTANCE NECESSARY TO BEGIN A BUSINESS VENTURE. EAST GAINESVILLE COMMUNITY
FOUNDATION IS HELPING THE COMMUNITY BY CREATING OPPORTUNITIES FOR LOCAL
BUSINESSES TO THRIVE. THE MICRO-LOAN PROGRAM IS JUST ONE OF THE MANY WAYS THEY
HAVE HELPED ME ACHIEVE MY DREAM OF OPENING MY OWN DANCE STUDIO. THEY HAVE
INSPIRED ME TO USE MY SUCCESS TO MOTIVATE OTHERS IN MY COMMUNITY.
TO FIND OUT MORE ABOUT BRENDA’S EXPERIENCE WITH ALL THE EAST GAINESVILLE
DEVELOPMENT CORPORATION HAS TO OFFER, PLEASE VISIT WWW.EGDC.ORG
East Gainesville Community Foundation. Tools for your financial future.
42

43. TV Spot 4
(Success)
Character: Brenda, Black female in her mid-40s.
Voice over:
IT HAS BEEN A YEAR SINCE I FIRST UTILIZED EAST GAINESVILLE COMMUNITY FOUNDATION'S
SERVICES. IT ALL STARTED WITH THE TAX FORM COMPLETION SERVICE, WHAT IS KNOWN AS
THE DOLLARS AND $ENSE PROGRAM. I AM SO GLAD I TOOK THE TIME TO LEARNING ABOUT
THEIR PROGRAMS SO I COULD BENEFIT FROM THEM. EGCF HAS CHANGED MY LIFE AND
TAUGHT ME THE SKILLS NEEDED TO FOLLOW MY DREAMS. I NOW OWN AND OPERATE MY
VERY OWN DANCE STUDIO FOR YOUNG LADIES. EGCF PROVIDED ME WITH FREE TOOLS I
NEEDED TO SECURE MY FINANCIAL FUTURE. AND NOW, I GIVE MY TIME AND GUIDANCE TO
OTHER MEMBERS OF THE COMMUNITY WHO ARE LOOKING TO CHANGE THEIR LIVES
THROUGH VOLUNTEERING AS AN EGCF REPRESENTATIVE. THE BENEFITS OF WORKING
TOGETHER AS A COMMUNITY ARE ENDLESS, AND TOGETHER WE HAVE WHAT IT TAKES TO
MAKE EAST GAINESVILLE FLOURISH WITH PROSPERITY, ESPECIALLY WITH THE ASSISTANCE OF
LOCAL COMMUNITY ORGANIZATIONS. TOGETHER IT IS POSSIBLE.
FIND OUT MORE ABOUT BRENDA AND WHAT THE EAST GAINESVILLE DEVELOPMENT
CORPORATION HAS TO OFFER. PLEASE VISIT WWW.EGDC.ORG
East Gainesville Community Foundation. Tools for your financial future.
43

44. Tactic 6: Tabling Exhibit
44

45. Tactic 7: Potential Donor Package
Potential Donor Package
2009
45

46. East Gainesville Community Foundation
P.O. Box 1443
Gainesville, FL 32602
(856)535-5040
www.egdc.org
July 28, 2009
{Name}
{Title}
{Organization}
{Address}
{Phone}
{Email}
Dear ____________,
The East Gainesville Community Foundation is a non-profit organization committed to the financial
education of individuals who reside in Gainesville's east side. Through several programs, including
Dollars & $ense, Project EmPowerment and NxLevel Entrepreneurship Training, East Gainesville
Community Foundation is providing the tools which will put the power in resident’s hands in terms of
their financial future.
For 12 years, the East Gainesville Community Foundation has been working toward the economic
development of the community, largely in part because of the generous donations provided by many
institutions. The capital provided by donors dictates the operation of the initiatives. That is why we are
asking you to consider becoming a corporate sponsor of the East Gainesville Community Foundation.
The money you provide is the first step in establishing a long-term relationship with East Gainesville,
which in the end will be beneficial for everyone involved. The growth of East Gainesville means
success for us all.
We look forward to hearing from your company,
East Gainesville Community Foundation
46