Six Rules for Brand Revitalization

"McDonald's Did It, and You Can Too" by Larry Light Published: June 29, 2009 in Advertising Age

Larry Light Brands do not die natural deaths. However, brands can be murdered through mismanagement. Some brands are beyond hope -- but others can be revitalized.

Of course, it's not easy. But it is well worth the effort. We at Arcature developed the following principles and practices over the years while working with a variety of clients in a variety of businesses. They're also practices we applied during my tenure as global CMO of McDonald's from 2002 to 2005.

For a brand to be successfully revitalized, everyone needs to be on the same page. Then they must follow the six rules of brand revitalization listed here. This "Plan to Win," as we call it, is built around the eight P's: purpose, promise, people, product, place, price, promotion and performance. Read more at: http://adage.com/cmostrategy/article?article_id=137647

Bugbee Children's Center Offers Fund Development Workshop Opportunity July 7th

The Bugbee Children's Center is sponsoring a workshop with Joanne Yepsen, owner of Coltivare Consulting in Saratoga Springs, who specializes in fund development/capital campaigns. The workshop focusing on donor solicitation, "the big ask", will be in the Bacon Activity Room on the SUNY Oneonta campus on Tuesday, July 7th from 1pm - 4pm. Fee for the afternoon session is $50 per person. Register at childcenter@oneonta.edu by July 6th. Contact Marie Petta, Center Director for further information.

Date: Tuesday, July 7th
Where: Bacon Activity Room, SUNY Oneonta
Fee: $50 per person
For more information, call Marie Petta at 607-436-2484

Online Discussion Tuesday: Talk to Prominent Corporate Grant Makers

The following event was shared by Tara Collins from the Watershed Agricultural Council:

Join The Chronicle on Tuesday, June 30, for a live online discussion about the state of corporate philanthropy, with leaders from giving programs at Starbucks and Wal-Mart as well as other philanthropy experts.

Our guests will be:

• Rodney Hines, executive director of the Starbucks Foundation and director of community investments for the Starbucks Coffee Company's Global Responsibility division. Previously, he was a community-affairs manager at the Microsoft Corporation.
• Jackie Liao, manager of community investments for the Starbucks Coffee Company's Global Responsibility division. She also oversees the Starbucks Social Entrepreneurs Fund.
• Margaret A. McKenna, president of the Wal-Mart Foundation.
• Thomas Tighe, chief executive of Direct Relief International, an international medical aid organization, in Santa Barbara, Calif.
• Mark Shamley, president of the Association of Corporate Contributions Professionals, in Mt. Pleasant, S.C.

The Chronicle's online discussions are free and open to everyone. People who ask questions in advance have a better chance of getting answers.

Have a training opportunity you want to share? Let us know.

UCCCA has change in leadership

Former OFO Executive Director Cheri Albrecht will become the interim executive director at the Upper Catskill Community Council of the Arts. Albrecht will help in the search for a permanent executive director. Read The Daily Star article here.

Otsego trims budget by 6.4%

The Daily Star reported that with slow sales-tax collections, the Otsego County Board of Representatives cut the county's 2009 budget by about $712,000 at Wednesday's meeting.
The resolution came from the county's Administration Committee, which has been working to pare expenses to match the revenue expected this year.

Last fall when the budget was crafted, the county planned to collect $33 million in sales tax in 2009. Otsego is ``about 6 percent behind so far,'' said Rep. James Johnson, R-Otsego, Administration Committee chairman, on Thursday.

Weeks ago, the committee asked department heads to propose cuts within their own budgets to help offset declining revenues.

``We asked what they'd cut if they had to reduce their budgets by 5 percent and by 10 percent,'' Johnson said.

Then, for the most part, the committee _ comprising Reps. Richard Murphy, D-Oneonta, Betty Anne Schwerd, R-Burlington, and Johnson _ took the larger proposed cuts, combined them and came up with savings of more than $700,000.

Johnson said more cuts may be in the offing, as other department heads have proposed reductions since the last Administration Committee meeting.

County Board Chairman James Powers, R-Butternuts, said the county needs to cut about $1.1 million to avoid going over budget. The county has a budget of more than $111 million, but much of the money originates with the state and federal governments.

The county's revenue comes primarily from sales taxes and property taxes.
At least part of each item cut Wednesday is paid for with local funds, Powers said.
``One thing I should mention is this is not fat in the budget,'' he said. ``We've cut things we should be doing, but given the state of the economy, we have no choice.''
The resolution to cut expenses was approved by all representatives present Wednesday except for Scott Harrington, R-Oneonta.

``I voted `no' because I don't think the cuts went far enough,'' Harrington said after the vote.
Among cuts made was $167,164 from the county's road fund, including nearly $70,000 in salaries and benefits at the Highway Department, $50,000 for asphalt, stone, sand and oil, and
$40,000 earmarked for local bridge repairs.

The Department of Social Services's contract line saw a subtraction of $34,117. Public health nursing lost $58,356 in salaries and benefits, and the county jail's medical expenses budget was reduced by $13,000.

The board of representatives cut its information technology equipment-hardware budget by $8,475, as well as lodging meals and tolls by $600 and its telephone budget by $1,100.
Powers and Johnson noted that last spring, the board adopted a similar but less-sweeping resolution, opting not to fill all vacant funded positions.

On Thursday, Martin Donnelly, who chairs Delaware County's Finance Committee, said most counties in the state are in the same fix this year and are following a similar course.

``Our sales-tax collection is down, and we're watching every nickel we spend,'' he said.
Delaware County has a freeze on hiring, and equipment purchases are scrutinized closely, allowed only if absolutely necessary, he said.
``We're having a tough year," Johnson said, "but we have to remember the taxpayers are having a tough year, too."

Crisis as an Opportunity Panel Discussion

The LAEA held their June 10th meeting called Crisis As Opportunity: Employing Strategies to Reduce Expenses that may Strengthen your Organization. The meeting began with a small group activity of participants looking at how they are responding in their personal lives to today's economic challenges. Ideas shared were:

• Cut cable
• Doing more with home
• Being outside
• Modify mortgage
• Cutting eating out
• Change brand of dog food
• Cut down on garbage
• Recycle
• Plant a garden
• Yard sale
• Ride bus to work
• Change utility provider
• Move from land line to cell phone
• Stay with grocery list
• Use cash
• Energy efficiency
• Economize on vacations
• Work multiple jobs to build up income
• Thinking about purchases that aren't essential
• Careful about what were we put our money
• Pool as neighbors, share lawnmower, kids clothes, etc
• Educate kids and setting good examples for them

The program then transitioned to a panel discussion featuring the following EDs:

• Susan Kenny, Roxbury Arts Group
• Debra Marcus, Planned Parenthood
• Liz Callahan, Hanford Mills Museum
• Jonathan Ullman, Soccer Hall of Fame

The panel began by discussing the challenges facing their nonprofits. Jonathan Ullman began by sharing that the Soccer Hall of Fame is looking at a long-term plan. The Museum can't just put a band-aid on to address issues. They are focusing on deferred maintenance needs now. They need to revitalize the museum to grow and attract audiences. They need to reinvent the organization.

The panelists all agreed that the problems they have now existed before the downturn, but these issues were exacerbated by the economic challenges.

Each organization is facing different challenges. Planned Parenthood is facing staffing issues and business costs associated with implementing electronic medical records. Roxbury Arts Group has seen funding cuts from the state and foundations. Donations and art sales are down too. Hanford Mills Museum has seen similiar developments.

Response
A number of panelists developed different budget scenarios to help their nonprofit proactively respond to funding cuts. Their organizations have put more effort into fundraisers. They are scaling back and focus their efforts. They are working to cover what they are doing now. The panelists also agreed that funders need to look at general operating instead of emphasizing new programs or efforts. Overall, their organizations need to be more productive and effecient.

Cost cutting
Cost cutting is a focus for many nonprofits. These organizations are looking at many areas, including: promotions; how staff are used; different ways of compensating employees; and staff furloughs.

Revenue generation
Generating more money is a main focus for many of the panelists. Ideas include: facility rentals; new membership campaign; new fundraisers; new approaches to sponsorship; and contracting services out (like food service).

Role of staff
The panelists found consensus about the role of staff in meeting these economic challenges. In order for the organization to survive, staff must adapt and change. The staff who don't engage will eventually leave or be asked to leave the organization. Overall, flexibility is key.

Board
The panelists also addressed the importance of the board and engagement. Nonprofits are faced with doing business in a new way. They can't look short-term, but need to change their behavior. Core ideas to help make this happen are:

• Planning
• Board education
• Transparency
• Communication

Watch some of the meeting below:

Foothills looks to big acts

The Daily Star reported that the Foothills Performing Arts Center is raising the curtain on acts to attract audiences.

Entertainers from New York City and throughout New England are coming to perform at the Market Street center in Oneonta.

Music, drama, poetry and films are planned this month. A vaudeville series for adults and children's workshops are set for July and August. Ticket prices range from $5 to $25.

The programming is a sea change for Foothills, said Jennifer McDowall, who started as executive director about two months ago.

The development and prospects are exciting, supporters said, but challenges remain to sell tickets and find sponsors.

The 624-seat theater, scene shop and atrium are under construction on the site of the former West Nesbitt feed mill. The adjacent 10,350 square-foot production center was completed in 2005 and has been the site of many shows and activities.

As work continues on building the theater, the center has taken risks by spending money to present performers in its existing spaces, McDowall said Thursday.

Goals include increasing revenue and sponsorships and satisfying different theatrical and musical tastes by offering a range of entertainment options. Read more here.