An integrated marketing communications plan to build brand awareness for TLC for children and families, a not-for-profit organization helping children in crisis.

摘要

The purpose of this project is to apply integrated marketing communications principles to the brand-building needs of TLC for Children and Families (TLC), a not-for-profit organization for children in crisis in Olathe, Kan. The project will look at TLC past and present, how it is perceived by the public, factors affecting the organization and what can be done in the future to improve its brand awareness. Specific recommendations will be made for a brand strategy that will carry TLC through the next several years of transition.;The organization believes that with greater brand awareness and a greater appreciation of the mission and services of TLC by the public, it will enjoy more success in donor participation which, in turn will allow it to continue to provide a variety of critical services to children in crisis. Improving the TLC brand ultimately will improve the organization's ability to serve children.