Challenge: • Brand does not clearly communicate the organization’s mission or purpose

• Limited geographic scope

• Limited growth potential.

Opportunity: • Rebranding resulting in broader understanding of the organization’s purpose

• Improved search.

Tools: Change Management, Marketing, Project Management

Challenge: • No strategy to introduce the new brand to core constituents throughout Vermont • Limited budget for communications outreach (bumper stickers & bookmarks) • Geographic footprint remains small Opportunity:

• Website refresh to bring new brand identity to the organization’s online initiative

• Improve site navigation for content clarity

• Leverage past successes to validate organization effectiveness

Tools:

Web 2.0, Marketing, Project Management, Human Computer Interaction, Marketing, Web Standards

The Journey to Building Community

< current

home page

Rebranding results in new identity:

Rebranding presents new challenges:

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Google Analytics • Analyze baseline traffic• Establish goals for future utilization

Vermont Partnership for Fairness and Diversity [HOME]

Left navigation

"Report harassment or

discrimination of these services

Commercial establishment or

public accommodation

Government agency

Landlord

Law enforcement

School-based bullying

Workplace

Report denial of these services

Education

Employment

Housing

Verify compliance w/

anti-harassment laws

Civic Engagement

Work to eliminate

harassment & discrimination

Voter's Rights - "Resolve to Get

Involved"

Policy Advocacy

Educators

Create an inclusive, equitable

organization

Create a safe, supportive

school

Promote multi-cultural

education

Learn to be a fair, inclusive leader

Leadership skills for underserved/

underrepresented groups.

Minority scholarship search

Parent advocate program

Business

Coaching & facilitation

Social marketing services

Diversity/cultural competency/bias

reduction

Candidate search

Horizontal Navigation

About Us

What we do (Capability Statement)

Mission Statement

Staff & Core

volunteers

Board of Directors

Newsletter

Immediate Openings

Download Brochure

Voices for VPFD

Teachers Education Admin

Charles Johnson

Armando Vilaseca

Faynese Miller

Jeff Francis

State Gov.

Sara Edwards

Jeannette White

Mark Larson

Bill Lippert

Thomas Trembley

Local Gov.

Barbara Sontag

Leadership Trainers

Grace Winslow

Jan Mitchell-Love

Sara Martinez de Osaba

Phelippa Marinner

Faith Com.

Programs & Services

Services

Community Residents

Business Organization

s

Resources

African American

Links

Everything Black

The Black World Today

The Universal

Black Pages

SearchBlack Search Engine

Africana.com

Black Voices

Arab American

Links

Aramedia

The Council of American Islamic

Relations

Asian American

Links

Asian American

Rising

Asian American

Community Links

Asian Pacific

Islander American

Health Forum

Diversity

National Association

for Multicultural Education

Southern Poverty

Law Center

Health-General

Asian Pacific

Islander American

Health Forum

Office of Minority Health

Resource Center

American Indian Health Service

Latino Health

Institute

Latino Health Links

Selected Patient information

Resources in Aisn Languages

HIV/AIDs

National Minority

AIDS Council

Links to HIV/AIDS

Information &

Resources

Links to HIV/AIDS information and

resources in Spanish

Native American

Native American Resources

Native Books

Mulitiracial/Ethnic Links

Association of Multiethnic Americans

Minority Business

United States Small Business Administration

Minority Business

Development Agency

Business Owner's Tookit

Service Corps of Retired Executives (SCORE)

Contact Us

Physical Address/Phone/Email

Donation

"Donate for Good" (link)

Latest News

Latest Press

Releases

Upcoming Events

Building Fair and Inclusive Communities in the Digital Age

Revised site navigationIntegration of brand and improved navigation

Technology will never be a substitute for ideas. But technology IS capable of solving the marketing and communications challenges for non-profit organizations like the Vermont Partnership for Fairness and Diversity.

How? By abolishing the communications silos. Integrate and reinforce the message through all forms of online initiatives and social media. Test. Study. Revise. Repeat.

Is usability an issue? Is the site speaking clearly? Do we know empirically what’s working and what’s not? Can our constituents find us?

This Capstone seeks to implement all of the available assets presented by Web 2.0 and related MSIT curriculum to build communities that are fair and inclusive.

Wireframe Development

Tools created to develop a broader audience

Keyword Search and SEOMaking enhancements to the website to improve ranking in search engines

vpfd_center_2x3.indd 1 7/8/10 4:13 PM

Opportunity: • Use email initiatives for outbound training information to specific constituencies

• White paper and related research documents to communities who stand to benefit

• Potential for research purposes

Extending the Community—

Growing the Brand

Opportunity: • Posting of links to important organization initiatives & information: 1/17/10 Curtiss Reed profile; 6/24/10 Gubernatorial Survey results; engage diaglogue

• Generate “Fans” for future e-newsletter dialogue

Opportunity: Create a Vermont Partnership YouTube presence

Opportunity: • Improve LinkedIn contacts for Executive Director (Currently only five connections)

• Expand network

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