Brand Strategy
Account Executive: Veronica Hsiao
Strategists: Junliang Liu / DuanYang Xiu
Project Manager: Yujie Jing
Copywriter: Yeeli Zhao
Art Direction: Alexis Jucht
Brand & Product Overview:
ABCD is an organization that helps underserved people move out of poverty through solid long-standing programs (housing, education, food etc.) and customized/innovative programs (ABCD Connect). It’s mission is to empower underserved people to overcome poverty, live with dignity, and achieve their full potential.
Advertising Objectives
To increase awareness of ABCD among low-income people by highlighting brand advantages, bringing to life their current brand image, promoting the Fuel Assistance Program, and ultimately increasing traffic to ABCD’s website by February 2022.
Current Brand Presence
Brand Truth: ABCD knows and empathize with low-income residents in Boston. They provides integrative solutions and tools to reduce poverty from the root without losing dignity
Competition Truth:
Consumer Truth: Getting the resources and tools for households has to go beyond access. The process needs to be streamlined and simple.
Cultural Truth: When seeking help from their communities, people also want to maintain their dignity.
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Strategic Framework
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Key Message
"ABCD is your friendly and thoughtful guide who provides convenient programs and tools, like the Fuel Assistance, that will help you overcome poverty with dignity this winter."
The Creative Solutions
Main Idea
People are not aware of the programs provided by nonprofit organizations that can help them develop the skills and knowledge that would help them to emerge from poverty or to provide financial stability and help them to avert crisis. Besides, the fragmented media consumption landscape makes it hard to reach them in general. Our goal is provide potential target audiences a easier way to reach and learn about ABCD's programs.
Target Audience
Low-income families and individuals.
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Any race and gender below the age of 40. Have low HHI (below $25k). Live in the Greater Boston area.
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Target audience has fragmented media consumption. Some are active on social media 1-2 hours per day while some have no access to the Internet and social media. Respond more to traditional marketing.
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Living in poverty and want to have better lives.
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Need resources from their communities to overcome poverty.
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Only make necessary purchases. Value price the most.
What consumers think now v.s. what we want them to think
What we want them to think:
What they think now:
While facing difficult situations, the to-go person is someone from ABCD.
They need help but they don't know the who is the right person to ask.​
Key Promises
We will create digital & OOH campaigns that help ABCD reach the target audiences better. Focusing on promoting the Fuel Assistance Program.
Reasons to Believe
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More than one-third of the non-profit organizations report a rise in demand for services, indicating more people need help, while ABCD operates programs through neighborhood community service centers and has the ability to help under-resourced people that have various cultural backgrounds around the Greater Boston area. (Wealth Engine)
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More than two-thirds of people who suffer from poverty do not get the necessary resources from government support programs and struggle with the complicated applying process, while ABCD can provide tools to help underserved people to apply and get the resources they need. (FiveThirtyEight)
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Underserved people are willing to seek help, but more importantly, they want to overcome poverty with dignity and re-obtain their human right to live a normal life, while ABCD understands and cares a lot about the emotion of the under-resourced people, having board contains representative from the private sector and low-income community members, and are here to help low-income reach their own success.
Plan for Deliverables
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OOH - Door Hanger
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Social Media Posts
How we bring ideas to life
Insight: Stability & Dignity
Low-income households and individuals need easier access to resources and tools that can help them overcome poverty without losing dignity. ABCD can help them earn stability and maintain their dignity at the same time.
DEAR NEIGHBOR, SINCERELY ABCD.
In a community, your neighbor is usually someone you can rely on. They are someone in close vicinity that can help in case of an emergency. For example, if you have kids, they could be the go-to person if you need emergency childcare.
ABCD can be like that go-to neighbor next time you are seeking help or in a difficult situation. The neighbor is someone from ABCD.
OOH - Door Hanger Mock-Up
Dear Neighbor,
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Checking in because we want you to stay warm this winter. With heating costs rising, we’re here to help keep your costs low.
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Sincerely, ABCD.
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Dear Neighbor,
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Let’s welcome winter by staying warm. We’re here to help with your heating bills.
Sincerely, ABCD.
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Facebook Posts
Dear Neighbor,
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Everyone deserves to be warm through the winter. So if you ever need help with the cost of heating, we're here for you.
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Sincerely, ABCD.
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#FuelAssistance #HomeHeatingMA #LIHEAP
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Dear Neighbor,
The leaves are changing colors and the holidays are right around the corner. With our home heating program, you can stay warm while keeping costs low. Come in and apply today.
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Sincerely, ABCD.
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#FuelAssistance #LIHEAP #HomeHeatingMA
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Dear Neighbor,
Winters should be enjoyed. If you need help with any home heating bills, we have your back. Our #FuelAssistance program helps keep costs low. We can help you apply today.
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Sincerely, ABCD.
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#HomeHeatingMA #LIHEAP
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