Rainbow of HopeInterstrategic Consulting for the Future

Establishing a strong “Brand Identity”

Because Rainbow of Hope has so many exciting facets and aspects that it encompasses, it is important that one idea or name is associated with said endeavors (i.e. Rainbow House, Hope Beads, the Thrift Store and Coffee Shop)

One logo and official brand name should be chosen and this logo should be used to represent anything associated with the brand.

Target Audience – The “New Age Yuppie”

• ‘young professionals’; self-actualising & in pursuit of meaning & balance. RoH will give them that chance.

• 25 – 40 ; Grew up in middle-class to wealthy families; Activism

• Live in the- suburbs of big cities, esp Cape Town & Durban, Melville in JHB, but pockets of this Archetype live in outlying dorps & communities (e.g. Riebeeck Valley, Knysna, Jeffreys Bay, Port St Johns).

• Well read & highly informed about consumer & global issues; Highly Ideal Driven; “Life is a journey”;highly informed consumers with a conscience

• Influences include a small circle of like-minded friends and colleagues – post in a “peer environment”

• How can we reach them? (Besides Facebook)• Alternative outdoor signage (city buildings, lamp-posts, moving signage)

is relevant along key suburban routes & highways.

• Outdoor messages need to be clever & clear, simply informative or creatively witty

Optimized Social Media Presence

Although Rainbow of Hope currently has a presence on Facebook, it is important that it is utilized effectively to reach its full potential and connect with its desired target audience.

Our team has developed a new Facebook page for Rainbow of Hope that encompasses all of the facets of this organization.

Rainbow of Hope’s Facebook

Facebook Maintenance

We recommend that the Facebook site is updated regularly and used to inform ‘fans’ about changes or events occurring related to Rainbow of Hope

‘Fans’ that interact with the page should be responded to promptly in order to ensure that they feel engaged and important!

If utilized properly, Facebook is an extremely efficient tool (no cost; lots of ROI) and can be very effective!

Brochure

The pamphlet our team has created will help prospective donors get a better understanding of what goes on at Rainbow House and will allow Alison more time to exemplify rather than inform.

Brochure

Brochure

Flyer

We have designed a flyer to raise awareness about the petition and new Facebook page! If posted in appropriate spots (i.e. UCT’s campus, local “Yuppie” venues, etc.) more people will become aware of the issues at hand and Rainbow of Hope’s cause.

Web Site Optimization

Rainbow of Hope’s current website is informative, but hard to find.

Redirect rather than a complete overhaul.

We would like to recommend that Rainbow of Hope considers switching to a more common domain, such as a “.net” or “.org” website. It is relatively inexpensive and can make your page much more accessible.

Access “Co.Za” for domain registration details and information regarding costs and availability.

Search Engine Marketing & Facebook Advertising

Rainbow of Hope’s Internet Presence could be skyrocketed even further if the use of Search Engine Marketing (Such as a Google AdWords Campaign) is considered.

Facebook also allows its users the ability to create and tailor ads that will specifically reach your target audience, as determined by user’s profile information!

Thank You and Good Luck.

Thank you for allowing us to conduct a case study and develop a campaign in regards to your NGO.

We hope that our presentation was informative and that our suggestions will be useful for your future strategic communication needs.

Feel free to use any material that was utilized.