CalWORKs AssociationCalWORKs AssociationLogo & Slogan RedesignLogo & Slogan Redesign

Tuesday, December 8, 2009Tuesday, December 8, 2009

Describe your target market, Describe your target market, gender, age, geography.gender, age, geography.

Multiple: legislators (local, state, & federal), funders, political entitiesMultiple: legislators (local, state, & federal), funders, political entitiesStudents Students CalWORKs professionals, CC, county (CDSS), partners, CalWORKs professionals, CC, county (CDSS), partners, professional orgs.professional orgs.EmployersEmployersCommunity Colleges: administrators, faculty, all of the aboveCommunity Colleges: administrators, faculty, all of the aboveHigher ed groups: 4 year universities, privateHigher ed groups: 4 year universities, privateState Chancellor’s OfficeState Chancellor’s OfficeLegal Advocacy groupsLegal Advocacy groupsOther AssociationsOther AssociationsConsultations GroupsConsultations GroupsMedia/PressMedia/PressPhilanthropy groupsPhilanthropy groups

When you think of the CalWORKs Association, When you think of the CalWORKs Association, what words/images come to mind?what words/images come to mind?

WordsWordsAdvocacyAdvocacyExcellenceExcellenceLeadershipLeadership

Self-sufficiencySelf-sufficiencyMeaningful employmentMeaningful employment

PolicyPolicyChildrenChildrenFamiliesFamiliesChangeChange

KnowledgeKnowledgeRegulationsRegulationsResourcesResources

TransformationTransformationEducationEducationBarriersBarriersStrengthStrength

OpportunityOpportunityPartnership Partnership

CollaborationCollaborationFutureFuture

ImagesImagesDiplomasDiplomas

Families (Happy)Families (Happy)Children (Smiling)Children (Smiling)

Career ladders/ladderCareer ladders/ladderKeysKeys

Money (dollar signs)Money (dollar signs)Scales/justiceScales/justiceSchool houseSchool house

StepsStepsDoorDoor

Cap & gownCap & gownBooksBooks

BackpackBackpackClassroomClassroom

Reaching for the starsReaching for the starsHands/handshakingHands/handshaking

SunriseSunriseWork/OfficeWork/Office

BridgeBridgeGenerational advancement each successive generation earns a Generational advancement each successive generation earns a

further level of education.further level of education.Cap & gowned parent/mother holding a child that is reaching Cap & gowned parent/mother holding a child that is reaching

for the next goal (next degree)for the next goal (next degree)Pathway (to education)Pathway (to education)

Parent on cash aid now so child is not later/breaking cyclesParent on cash aid now so child is not later/breaking cyclesHome/House/Stability (home sweet home)Home/House/Stability (home sweet home)

Safety NetSafety NetCash grant Cash grant to supporting family/educationto supporting family/educationself self

sufficiencysufficiencytax paying tax paying supporting the nextsupporting the next

What type of products/services does What type of products/services does the CalWORKs Association provide?the CalWORKs Association provide?Advocacy leadership/policyAdvocacy leadership/policyProfessional developmentProfessional developmentWorkforce trainingWorkforce trainingHopeHopeSupportSupportFaithFaithOpportunityOpportunityStrong voiceStrong voiceChoicesChoices(Employment?) Employment legislation(Employment?) Employment legislationFramework for conversationFramework for conversationLegal resourcesLegal resourcesProvide example or role modelProvide example or role modelLeadership trainingLeadership trainingPromoting best practicesPromoting best practicesStatewide collaborationStatewide collaborationCredibility/UnityCredibility/UnityPartnershipPartnershipConsultationConsultationReferrals to legal resources, college programsReferrals to legal resources, college programsMentoringMentoringInfluence policyInfluence policyInformationInformationOrganize effortsOrganize effortsFinances/MembershipFinances/Membership

What image do you most want to project to prospective members and What image do you most want to project to prospective members and other groups (i.e. clean and simple, high tech, fanciful, elegant)? other groups (i.e. clean and simple, high tech, fanciful, elegant)?

ProfessionalProfessionalknowledgeableknowledgeableRespectable Respectable EffectiveEffectiveValidated/credible/dignifiedValidated/credible/dignifiedApproachableApproachableEfficientEfficientHumaneHumane““go to” org for everything CalWORKsgo to” org for everything CalWORKsExcellenceExcellenceEducation, EducatorsEducation, EducatorsCompassionateCompassionateTransformativeTransformativeCollegialCollegialSolid/reliable/consistency/concreteSolid/reliable/consistency/concreteStrong foundation (bricks)Strong foundation (bricks)Political (Title V)Political (Title V)

Current LogoCurrent LogoProsPros

CleanCleanSimpleSimpleNot overly busyNot overly busyColor ties to COColor ties to COTies to ed w/mortar boardTies to ed w/mortar boardEmphasizing “WORK”Emphasizing “WORK”Tassel for graduationTassel for graduation

ConsConsYellow square? Looking Yellow square? Looking out?out?Target?Target?Not obvious that it’s a Not obvious that it’s a mortar boardmortar boardNot a solid Not a solid foundation/teetering on foundation/teetering on one pointone pointCircle “inside box”Circle “inside box”Misses an aspect of Misses an aspect of CCCCA as apart from CCCCA as apart from educationeducationNot clear that this is a Not clear that this is a college related program college related program (as opposed to other CW (as opposed to other CW entities)entities)

Current SloganCurrent Slogan: : A Voice for EducationA Voice for Education

ProsPros

Educating everyoneEducating everyone

““Voice”Voice”

ShortShort

ConsCons

Too broadToo broad

Doesn’t cover whole Doesn’t cover whole purpose of Assoc.purpose of Assoc.

Possible SlogansPossible Slogans

A Voice for Education (5)A Voice for Education (5)

A Voice for Education and Self-Sufficiency A Voice for Education and Self-Sufficiency (7)(7)

A Voice for Self-Sufficiency through A Voice for Self-Sufficiency through EducationEducation