Branding/Identity Development
AVANCE-Houston is in need of an image/theme that is in keeping with AVANCE's
national corporate brand and identity. Our goal is to raise community awareness that
AVANCE is the premier parenting education and support organization in the Houston
area. AVANCE seeks an experienced firm to develop an image/theme that is in
keeping with AVANCE's existing identity. Also needed are strategies based on
sound marketing and design principles that will increase recognition of the agency by
community leaders, shareholders, and funding sources. To set the tone to implement
the agency's new marketing campaign called "The Power of the A" - "A" meaning
AVANCE focusing on the idea of excellence and education, etc. The firm will be
expected to manage a process as outlined in this request that incorporates voluntary
participation from all stakeholders: parents, employees, volunteers, board members,
businesses and community leaders, elected officials, donors, corporations, and
philanthropic foundations. The campaign will develop a look and feel for the Power
of A. It should articulate a standard of excellence and quality that will engage
AVANCE employees, families and supporters. The Strategic Marketing Plan should
focus on AVANCE's strengths: an accomplished and stable organization: respected
community leader in parenting and early childhood education, family support
services; and a quality service provider.
