Re-Branding: Brooklyn Org

TAKEAWAYS FOR A TRANFORMATIVE IDENTITY EVOLUTION

KNOW YOUR PRIMARY AUDIENCE: Building relationships with Millennial givers (ages 30-45) not yet connected to local nonprofits or other philanthropic institutions, to develop long-term impact and channel giving to under-resourced local causes/communities
POSITIONING + LANGUAGE MATTERS: We are aligning more with cultural/consumer brands rather than philanthropy. Eliminated jargon, especially high-context philanthropy and nonprofit terms; paint a full picture of the work and vision accessible to all audiences.
Our Shift:
- Align Brooklyn Org as a new type of organization, a “partner and platform” — innovative organization that is helping Brooklyn in new ways
- Removed the word “foundation” from our boilerplate and reclassified BKO as cultural-/people-based movement dedicated to Brooklyn
- Speak more as a “disruptive brand” versus a traditional nonprofit
DESIGN CONTINUITY + SIMPLICITY: Seamless integration across all platforms that emphasizes clarity of messaging and utility of design system

WEBSITE: A Webby-winning destination for information on Brooklyn, events, issues, and ways to get involved, rather than a brochure of programs and services
NEWSLETTERS: A biweekly publication akin to local news and events newsletters rather than a report on activities
DYNAMIC SOCIAL PRESENCE: Exploring content partnerships with influencers, other brands and institutions; tailoring content to platforms
EVENT SPONSORSHIPS + COMMUNITY OUTREACH: Building budget for high-visibility sponsorships at public cultural events, from summer concert series to author talks to dog costume contests. Tabling at family-friendly weekend events.
MERCH: Does your brand look good on a t-shirt? How about a hat? Beanie? Bandana?
RETAIL PARTNERSHIPS: Long-term partnership with chain of stores that sells Brooklyn-made items to sell BKO merch; most produced by local apparel company; focus on product collaborations, i.e. local coffee company