THAPgroup

Tampa-Hillsborough Action Plan, Inc.

The branding campaign for the Tampa-Hillsborough Action Plan consisted of realigning the organization’s existing business goals with multi-channel marketing distribution and brand reputation management. The brand received a newly created logo – a refreshed look that connects the rich history to its future. A branded “look” was created for use in platform sharing and communicating a connected brand message that was clear and concise.

The brand’s new website featured a dedicated space for each business operation of the brand. The space is aesthetically pleasing, informative, and specifies clear brand communications.

Full Services Scope

The KBC brand and marketing campaign for the Tampa-Hillsborough Action Plan (THAPgroup) consisted of realigning the organization’s existing business goals with multi-channel marketing distribution, public relations, and brand reputation management.

The organization, a Tampa-based group of service providers, operates four separate lines of business, each offering multiple services and programs. The Strategic Brand Plan formulated by KBC established standards and objectives to assist THAPgroup in aligning the brand value with the organization’s mission. The campaign focused on a phased approach to brand continuity, both internally and externally, and a strategic communications plan to accomplish marketing and public awareness goals.

A subset of the Strategic Brand Plan, the targeted Marketing Action Plan established clear actionable phases with milestones for achieving: 1) a solidified brand foundation and consistent brand identity; 2) website development with an updated look to effectively communicate the brand and clearly define each line of business; 3) elevated trust and brand value among sponsors and donors; and 4) tailored public relations strategies through relationship development, planned advertisements, and media appearances.

In alignment with the strategic brand communications plan, a curated public relations and media plan was established by KBC, complete with objectives and directives to establish a market footprint, targeted media awareness goals, and a dedicated media and marketing calendar to appoint and achieve success.

Project execution incorporated a unique blend of management tools, including: 1) a SWOT analysis to assess brand strength and define strategies; 2) a core Brand Identity Package for a branded look, guided graphic design, and collateral; 3) message and content development of each line of business, program initiatives, and special events for multi-use (i.e., channel distribution, boilerplate, website, advertisements, public relations, internal documents, and media); 4) relationship development with media and community partners for strengthened brand visibility and engagement; 5) targeted story placement, press releases, media alerts, and e-blasts to increase education among target markets, engagement, and access to program service offerings; and 6) digital platform development and channel distribution alongside optimization and metrics to identify user engagement and to strengthen reach and conversion.

Project Successes

A direct campaign result included increased media and news coverage and curated relationships.

Campaign results additionally included a refined brand with clear objectives, an expanded brand footprint and market awareness, legacy events with dedicated media participation and engagement, and increased sponsor and donor participation.

Key achievements included: an enhanced brand image and positive reputation; increased awareness of service offerings that benefit the community; and the accomplishment of both short-term and long-term objectives aimed at ensuring brand sustainability.