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DonorsChoose.org: Refining a Successful Brand
內容大綱
More than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports U.S. public schools. Yet in the years since the organization’s inception, the charity environment has changed, leading the organization’s chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible change to the organization’s tagline. Faced with a lengthy report on the branding agency’s findings, the chief marketing officer needs to decide on the organization’s next steps.
學習目標
The case is suitable for use in a course on advertising and promotions, non-profit marketing or integrated marketing communications at the undergraduate, MBA or executive MBA level. Key issues explored in this case are:<ul><li>The challenges and opportunities of executing a brand refinement, including the catalysts, tools and data involved.</li><li>Branding in rapidly evolving industries.</li><li>Marketing in a non-profit environment.</li><li>Tactics for successful media relations.