Small budgets, overextended staff, and inaccessibility of design software can prevent non-profit organizations from having successful communications. This project is an examination of sustainable communications through creating a marketing system for Syracuse Grows, a grassroots network cultivating a just foodscape in the city of Syracuse. The goal was to provide a successful communications program for Syracuse Grows that represented their needs, reflected graphic principles, and promoted the organization. But more importantly, this plan was designed so that it can be updated and utilized following the completion of this project.
The five requirements for this plan were: (1) to develop a coherent brand identity (including a logo, stationery set, and mailers); (2) to develop efficient communication within the group through listservs and a blog; (3) to develop a Web site that features upcoming events, community partners, photographs, grants, and maps of the gardens; (4) to create a template for future posters and advertising campaigns; and (5) and to create a template for a reoccurring newsletter.
This project was also a study of utility. Each component was designed with a consideration for how it was to be used in the future. Communication pieces needed to be edited without a design program and utilize standard typefaces. The Web site needed to include a content management system.
Community organizations have limited resources. We were able to tackle that problem by using the most up-to-date and free solutions available. By taking advantage of the resources provided by Joomla! and Google, we were able to keep the communication plan of Syracuse Grows current and more importantly: sustainable. The largest benefit of this project is that Syracuse Grows now has an entire system that can be updated continually in the future while still retaining the brand identity of the organization. The continuity of their marketing materials (including the Web site, www.syracusegrows.org) will help them to be a unified and recognizable resource in Syracuse
