WE ARE ONE
SBC COMMUNITY DEVELOPMENT CORPORATION
The goal of the We Are On campaign was to position the SBC CDC brand as the premier resource and service provider for the community of Richmond Heights residents; engage and inform constituents, stakeholders, residents, and donors in the mission of SBC CDC; and foster corporate partnerships that will generate sustainability. Ultimately, the main goal was to make a distinction between the brand SBC CDC and Second Baptist Church as two separate corporations with different business objectives.
To achieve the campaign objective, we began with a brand analysis. We evaluated and developed the SBC CDC brand name, logo, and tag-line to evaluate the current perception of the brand. Quantitative and qualitative research was conducted to test the perception of the brand in an effort to measure its effectiveness. Color studies were conducted to ensure the perceived appropriateness of the brand.
The Statement of Idea: "We Are One" was derived after an analysis of SBC CDC and its relationship to the community it serves. The tagline “Seeking a Better Community.” is the premise of the campaign name. SBC CDC has maintained its position to serve as a staple to the needs of the community residents and stakeholders.
Together. Together...We Are One.