In 2019, a team and I consulted with the Wyoming Future Business Leaders of America Organization, who had goals of increasing enrollment among students and advisors throughout the state of Wyoming, revitalizing their image, and better understanding their target markets. Our team enacted market research, created an entire three-year marketing plan, and presented our recommendations to the organization. Our three main recommendations for Wyoming FBLA were to simplify, integrate, and optimize as shown below:
Simplify: Revitalize their Image
Both WY FBLA's logo and website were in need of revitalization and integration. I created various logo design ideas for the company and presented the ideas. The below/right picture shows the logo the organization settled on as their new logo. We recommended that the organization revamp their website and integrate the new logo into all communications, events, and social media pages.
Original Logo
Proposed Logo Ideas
Final Selected Logo
(Hover over/click each image for more information)
Integrate: Create Promotional Material for Prospective Students and Advisors
Our marketing plan offered WY FBLA ideas for promotional and educational material directed towards both current and prospective members and advisors. These ideas included monthly newsletters, scheduled social media posts, stickers, and a recruitment video optimized for social media.
Proposed Packet for Advisors
Newsletter for Happenings in FBLA
Social Media Calendar
Optimize: Create Autonomy in the Organization With Student Involvement
The rest of our recommendations fell into the Optimize category, which included using a competition to fundraise for the organization. Wyoming FBLA wanted to be able to send every member who qualified to the national competition free of charge, and our solution was to create a fundraising competition that gets the students involved and promotes interaction in the organization.
Result
After presenting our recommendations to the organization, the company was excited to begin implementing our marketing strategies. They approached their board of directors who were also excited, and they informed us in August of 2020 that they would be implementing the new logo and the rest of the plan into the organization.