Challenge
NEED is a non-profit organization providing “last dollar” financial assistance and educational counseling to under-privileged and deserving African American Students with limited means seeking post-secondary education. The organization, operating within a limited budget, required a complete update of the organization's brand identity, website, stationery and marketing materials. Communications audit findings indicated the need for a communications plan, including media and public relations components to move NEED from conducting reactive communications to proactive strategic implementation.


Strategy
Dymun + Company worked with NEED via strategic planning, concept development, logo, themeline and collateral production, public and media relations. Tactical communications programs were developed and implemented in support of NEED’s primary objective of raising awareness to support fundraising efforts. Media and public relations efforts were standardized and formalized.

Results
Using an overall branding strategy, cohesive and unified communications materials were developed.

Coverage of NEED’s Capital Campaign initiatives in print and broadcast media increased media and public awareness.

NEED’s elevated awareness in the market helped it to achieve a record breaking increase in direct contributions and foundation funding.