171217 Impact Report R2

Table of Contents

1.

STRATEGIC ARTICULATION MAP

3

6

1.1 EXECUTIVE SUMMARY

10

1.2 CRITICAL INITIATIVES

31

1.3 FOCUS GROUP SESSIONS

44

1.4 REVIEWAND ASSESS CURRENT BRAND & MARKETING

64

1.5 GO-TO-MARKET STRATEGY

71

1.6 BRAND AND MARKETING STRATEGIC ARTICULATION

77

1.7 BRAND AND STYLE GUIDE

92

1.8 ASSESS CURRENT ORGANIZATION, PROCESSES AND SYSTEMS

99

1.9 DEVELOP MARKETING AND BRANDING PLAN

100

1.10 DEVELOP GO-FORWARD ORGANIZATION

101

1.11 APPENDIX – FOCUS GROUP TRANSCRIPTS

122

1.12 APPENDIX – PULSE CHECK RESPONSES FROM TRIBUTE VIDE

131

1.13 APPENDIX – AVATAR COMMENTS FROM FOCUS GROUP

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Strategic Articulation Plan Marketing and Branding Strategy

2

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