Presentation overview of the development of brand identity and company marketing materials for the Virginia Council for Economic Education (VCEE). We were given an aggressive 24-hour time frame to complete the assignment. We delivered on time. This was part of the CreateAthon on Campus event held at Virginia Commonwealth University.

1. Contributors:
Alexis Bass, CS
Nerissa Marbury, CBM
Ted Stolki
Nick Walthal

2. Brand Strategy & Brand Promise
Cultivation
What VCEE stands for
Promoting financial independence from childhood to adulthood
Our brand promise Economic education for the masses
• Because it increases accountability
• Because managing money is a lifelong tool
• Because it promotes a healthier marketplace
• Because economics should not be a scary term
• Because it leads to financial independence
• Because economic literacy feeds prosperity
• Because it creates financially successful people
personable dynamic thought leader proactive dedicated educator
Our Character
Our differentiators We believe in teacher education
Educating teachers is the most effective way to provide economic education to the largest number of students
We are specific to Virginia
We help develop smart consumers for a better economy
We make economics fun
We engage students K-12 with interactive lesson plans and annual competitions
Donors Educators Students
The benefits we offer
as a promoter of • Partnership among the • Lesson Plan Supplement • Financial independence
economic education • Advanced Training • Understanding economies: (local to global)
community
• Investing in employees early • Scholarship opportunities • Reducing the complexity of economics: ability to
• 501(c)(3) Tax Break translate economics

3. Brand Platform
We live in a global marketplace and people are deficient in
Audience Insight
understanding economies.
In order for people to become efficient in understanding economies
Brand Platform
resources must be provided to educators, engaging opportunities for
students and partnerships among the community.
Brand Promise
We’re providing economic education for the masses.
Brand Pillars We invest in We are a
We help create
Reasons to We live in
We generate making children resource for
Believe better economic a global
workforce proactive parents,
environments society
ready adults participants in a educators, and
for businesses
global economy businesses
personable dynamic thought leader proactive dedicated educator
Brand Character

4. Positioning Statement
Developing financial
accountability
one grade at a time

5. Logo
VIRGINIA COUNCIL ON
ECONOMIC
EDUCATION

6. Tag Line
VIRGINIA COUNCIL ON
ECONOMIC
EDUCATION
Promoting financial independence from childhood to adulthood

7. Business Card & Envelope
Sarah Hopkins Finley
Executive Director
sh nley@vcu.edu
Snead Hall Room B2145
301 W. Main Street / Box 844000
Richmond, Virginia 23284-4000
804-827-1211 Fax: 804-828-7215
www.vcee.org
301 W. Main Street
Box 44000
Richmond, VA 23284-4000
VI RGIN IA COUNCIL ON
ECONOM IC
EDUCATION

8. Donation Letter
CHAIRMAN
John M. Carter
CHAIRMAN-ELECT
Je ery R. Leopold
[Date]
EXECUTIVE DIRECTOR
Sarah Hopkins Finle
[Address of Donor]
SECRETARY
Susan F. Dewey
TREASURE
Donald B. Dodson
EXECUTIVE COMMITTEE
MEMBERS
Walter C. Ayers, Sr.
Suzanne M. Gallagher
Thomas E. Goode
J. Curtis Hall
Lynne Mallory-Winter
James E. Scanlon
economic decisions. We have provided critical programs and material resources to
James P. Scott
-
S. Buford Scott
Marsha S. Shuler
forts in the classroom and our teacher outreach programs,
Je D. Smith, III
S. Joseph Ward
Bruce T. Whitehurst
By helping students understand basic economic principles, they develop the deci-
sion-making skills needed to become informed citizens, productive employees, and
BOARD OF DIRECTORS
Yvonne Toms Allmond
William C. Bosher, Jr.
Kenneth C. Blaisdell
John C. Brennan
J. Alfred Broaddus, Jr.
J. Peter Clements
Barry D. Crawford
Jo Lynne DeMary
Education, which are located on Virginia State University campuses
Michael Ellerbrock
Kevin A. Fastabend
Roger L. Frost
post-testing of students
Bradley H. Gunter
Honorable Franklyn P, Hall
Samuel L. Hancock
-
Leton L. Hargis
C. Randolph Hudgins, III
Olin V. Hde
the basic principles that govern a market economy. VCEE receives all of its funding
Darius A. Johnson
Jon C. King
from the private sector, including foundations, businesses and individuals – like you
Lynne Laube
– who believe in the importance of economic education.
J. Glynn Loope
Robert C. Maddux
Paul V. McKee
Invest in your community and help create a job-ready youth.
E. G. Miller
Richard R. J. Morin
Austin L. Roberts, III
With grateful appreciation,
Thomas A. Silvestri
I. eese Smith, Sr.
Walter A. Stosch
Berry L. Thomas
J. Wilt Wagner
Jane G. Watkins
[Title]
Winston Weaver, Jr.
PS…Use the enclosed insert to make your tax-deductible donation today!

9. Branding Supplement
account it+ ability
What’s in
Every choice for you?
Send this form in along
An account is not just where we keep These life lessons birth abilities
has a cost.
with your donation to:
our money. It’s a narrative. The ability to be an independent thinker.
The best stories areDonorschildhood.
Virginia Council on Economic Education
from our The ability to participate in a free
301 West Main Street Box 844000 the best because we learned the community
•Partnership among the
They’re enterprise society.
By being in control, these VA 23284-4000 most from them. •Investing in employees early The ability to make informed decisions
Richmond,
•Tax Break / 501(c)(3)
costs are kept to a minimum. These stories translate into life lessons. and choices.
Yes, I want to support
The Viriginia Councilthe VCEE and promote
on
Educators
Economic Educationfinancial literacy among
(VCEE) •Lesson Plan Supplement
believes accountability isyouth of Virginia!
the
the •Advanced Training
•Scholarship opportunities
way to a better financial
$25
future for Virginians. $50
Students
VCEE is focused on developing
$100 •Financial independence
$150 •Understanding economies
financial accountabilityeconomics: Virginians.
ability to translate economics among
•Reducing the complexity of
Other_________________
Our Mission:
To empower Virginia´s K-12 students
NCIL ON with knowledge and skills to make
MIC VIRGINIA
informed economic decisions.
ECON
ION More informed citizens make better
EDUC
employees, better consumers and a
VIRGINIA COUNCIL ON
Street better Virginia.
ECONOMIC 301 West
00
EDUCATION Box
284-4000
Richmond, V
627
Promoting financial independence from childhood to adulthood (804) 8
.org
www.

10. Branding Supplement
account + ability What’s in it
VIRGINIA COUNCIL ON
ECONOMIC
EDUCATION
What’s in it
for you?
for you?
Send this form in along
with your donation to:
Send this form in along
Donors
with your donation to:
These life lessons birth abilities Virginia Council on Economic Education
An account is not just where we keep
Donors
our money. It’s a narrative. Virginia Council on Economicthe community
•Partnership among Education
The ability to be an independent thinker. Main Street Box 844000
301 West
•Investing in employees early
The best stories are from our childhood. The ability to participate in a free
Richmond, VA 23284-4000 •Partnership among the community
301 West Main Street Box 844000
•Tax Break / 501(c)(3)
They’re the best because we learned the enterprise society. •Investing in employees early
Richmond, VA 23284-4000
The ability to make informed decisions want to support
Yes, I
most from them. •Tax Break / 501(c)(3)
Educators
the VCEE and promote
These stories translate into life lessons. and choices. Yes, I want to support
financial literacy among
Educators
the VCEE and promote
•Lesson Plan Supplement
the youth of Virginia! financial literacy among
•Advanced Training •Lesson Plan Supplement
the youth of Virginia!
•Scholarship opportunities •Advanced Training
$25
•Scholarship opportunities
$50
Students
$25
$100 $50
Students
•Financial independence
$150 $100 •Understanding economies
VCEE is focused on developing •Financial independence
$150 •Reducing the complexity of economics: •Understanding economies
Other_________________
ability to translate economics •Reducing the complexity of economics:
Other_________________
financial accountability among Virginians. ability to translate economics
VIRGINIA COUNCIL ON
ECONOMIC VIRGINIA COUNC
EDUCATION ECONOM
EDUCATIO
VIR
301 West Main Street
EC
Box 844000 301 West Main St
ED
Richmond, VA 23284-4000 Box 844000
(804) 828-1627 Richmond, VA 23284
Promoting financ
www.vcee.org (804) 828-1627
www.vcee.org

11. Newsletter Template

12. Q &A