Marketing & Branding Questionnaire

“Without questions, there is no learning.”

As a marketing consultant, determining a new client’s needs should never be guessing game. In order to figure out what a client needs and whether a partnership with me could actually be productive, it’s important to be completely clued-up. This requires intervention from “you” the client so that I can learn a bit more about the specifics of your project, including the desired timing, the budget, etc. This can be achieved through a marketing and branding questionnaire such as the one below.

It is my hope that this exercise will not only yield answers to some specific questions, but will also begin to help your minds start to think as marketers.

Because you will always be your best marketer!

— W. Edwards Deming —

[1.0] ABOUT THE PROJECT

  • We would love a fresh new logo, website, and marketing plan (digital & print).

  • Yes, all print materials, signage, etc. will need to be updated as soon as possible to start anew.

  • We would love to be able to roll out a new logo/brand at our 20th Anniversary Golf Tournament (The HOPE Golf Classic) on November 3, 2023. We would like to have enough time to have giveaways feature the new logo at the tournament as well.

  • Our realistic budget for this project is $15,000-$20,000 for everything (if that’s reasonable).

[2.0] ABOUT YOUR COMPANY

  • Steps to HOPE exists to help victims of domestic violence, sexual assault, and human trafficking find advocacy, empowerment, and safety through its programs and services.

  • Empowering – we have access to various resources folks need to make a positive change in their lives. This includes access to parenting classes, budget courses, housing assistance, etc. We offer other resources including counseling and support for clients to have the courage to step away from a life of violence.

  • Local – Door of Hope Ministry is an “organization” that claims to help abused women affected by human trafficking. This is an organization that is suspect.

    Regional – Safelight in Hendersonville, NC, Safe in Brevard, NC, Safe Harbor in Greenville, SC, and Helpmate in Asheville, NC.

  • Safelight and Safe Harbor do the best job; they are everywhere in print and on social media platforms. They have successfully made expansions to their organization and have numerous targeted marketing materials.

  • We do not have a USP but we would like to work on creating it. We are working towards but do not have in place all the resources in house that our victims may need but would love to have that be our USP in the coming years.

  • Emergency Shelter, Orders of Protection Assistance, Crisis Hotline, Counseling Services, Empower Groups for women and youth, Domestic Violence Intervention Programs for court-ordered or self-referred individuals.

[3.0] ABOUT YOUR TARGET AUDIENCE

  • Anybody who is in or who is susceptible to an abusive relationship as well as the community to recognize the signs of domestic violence.

  • Mainly female but we do have male clients and would never want to discourage young males from seeking our services. We know it takes a great deal of courage for male victims to come forward because of the stigma.

  • In Polk County, NC and Upstate, SC.

  • More underserved and underprivileged communities.

  • 15. Supportive. Our goal is to empower survivors to be able to support themselves and continue to flourish after they leave our shelter.

  • Community word-of-mouth, survivor-to-survivor, and referrals from court, law enforcement, and other domestic violence agencies.

[4.0] ABOUT THE BRANDING

  • The problem: We help people get out of abusive situations by offering them emergency shelter, assistance with court proceedings, and provide other resources all while building awareness in our community.

  • Dated, unapproachable, authoritative, stagnant, boring, forgettable.

  • We want our logo to indicate we are experts at helping victims figure out their next steps. We also want people from the community to see our logo and want to discover more about our organization and get involved.

  • We want a balance of traditional and modern – we want it to be timeless and recognizable. We want our brand to attract all generations.

  • Friendly because our work is for the community, but we also want it to convey strength and approachability.

  • Purple is the only color featured in our logo as it is the national awareness color for domestic violence. We have never changed our logo in the organization’s 35+ years of service and Times New Roman was popular at the time of its incorporation.

[5.0] DESIGN PREFERENCES

  • We want purple to remain our dominant color but are open to other colors being integrated. For example: teal is the color for sexual assault awareness, orange is the awareness color for teen dating violence, and blue is the awareness color for human trafficking. However, we know these colors may not look great together, so we are open to other ideas.

  • We have leaned towards serif fonts for the organization name with a sans serif tagline, but we are open to other font pairings. We know we want more of a timeless feel for the logo but are trying to capture approachability, softness, strength, compassion in font.

  • Titles of tabs, Donate Now button, Emergency Escape Site button with back arrow disabled.

  • A logo and rebrand that epitomizes peace, hope, strength, joy. A rebrand that sparks peoples interest and represents a new and positive beginning.

  • We want to stay away from doorways, mountains, trees, leaves, and dandelions being featured in the icon.

  • Safe Harbor
    https://www.safeharborsc.org

    The site is very clean, user friendly, and has the capability to be in other languages. We love that their icon is featured throughout their website. Their infographic icons add color and personality and their fonts throughout their website are mature but modern.

    Love is Respect https://www.loveisrespect.org

    The site is colorful, interesting, and has a lot of movement; it makes me want to dive deeper into their site. It presents a lot of information but is not overwhelming. The pictures on their site all have the same tone and represent people of different ethnicities, backgrounds, and genders.

    One Love
    https://www.joinonelove.org

    The site has written information as well as videos. The site colors are represented throughout their website, links, and infographic icons.

[6.0] WEBSITE & INTERFACE DESIGN

  • We want the existing tabs names and appropriate pages featured. We would like a more user-friendly website with less clicks, drop-down menus and videos added, and the ability for users to know exactly where you are on our site.

  • Yes, absolutely!

[7.0] WRAP-UP QUESTIONS

  • Diane and Jessica will be initial decision makers, but overall logo and brand will have to be approved by our Board of Directors.

  • We want to make sure we have an icon featured in the logo that can be standalone on website pages and marketing materials. We want our icon to be something recognizable to the public as “steps to hope”. We want different variations of the logo (primary, secondary, submark, favicon, etc.) to use on different platforms accordingly.

Marketing Plan

REFERENCE: The Marketing & Branding Questionnaire