Love. Restoration. Growth.

Parker Street Community Lakeland, FL

1999

“Be the change you want to see in the world...”

1. Research p. 1-12

2. Creative p. 13-18

3. Style Guidep. 19-24

4. Final Designp. 25-28

CONTENTS

1. Research

Abstract

In the year 2000, 11.3% of families in the United States America lived below the pov-erty line. In 2012, that number rose to 15.1% (Censky, 2011).

Low-income families struggle to make ends meet and find a way out of the continuous cycle of living paycheck to paycheck. Meanwhile, children in these families are at a dis-advantage academically. Additionally, drugs, crime, and violence are increased within low-income neighborhoods and surrounding areas.

The Parker Street community is a low-income area located just north of downtown in Lakeland, FL. “Parker Street Ministries is a Christ-centered, non-profit 501(c)(3) organi-zation committed to individual, family and community restoration, reconciliation and revi-talization in Lakeland’s Parker Street community” (Media Kit, 2012).

Over the past fourteen years the ministry has poured time and resources into the community. As the Parker Street community becomes more aware of the programs offered by the ministry, the needs grow and consequently, so does the budget.

One segment of the target market consists of families with teenage, high school and college-aged children. Parents of this group are married as studies have shown married couples are more likely to donate more to charitable organizations (Yu-Kang L., Chun-Tuan C., 2007). Another section of the target market encompass-es retired couples that have had previous financial success in various expanses of business. Well known in the community, these yacht club members spare no ex-pense when it comes to giving back to the community.

While the younger generation may not have the same level of disposable income as older demographics, younger donors are able to give of their time, and Parker Street Ministries is always in search of consistent and reliable volunteers. Targeting the younger generation with volunteer opportunities could prove quite effective, as this tactic has worked in the past for other organizations. Preston also mentions, charity officials and donors “also stress the other contributions young people can make--as advocates, volunteers, fund raisers, and marketers” (2010).

Abstract

Abstract

As the organization grows, funds increase the budget and needs are continuously being met, the future of Parker Street Ministries looks quite bright. One of the long-range vision for the organization includes the desire that the residents a beautiful, mixed-income neigh-borhood with housing considered among the best and that they become influential lifetime learners who reach their full potential. With such broad long-term vision goals, the possi-bilities are endless. Scholarship funds could be established for students who show promise in various subject matters. Additionally, vacant lots can be bought from out of town land-lords who couldn’t care less about the community, adding further value and long lasting beauty to the community (Vision, 2012).

For years, many of the city’s largest companies and community leaders have continued to support the ministry with yearly donations. Nevertheless, how can the rest of the Lakeland and Polk County community get involved with something they know nothing about?

The purpose of this project book is to review the ways in which Parker Street Ministries can successfully reach more of the surrounding community to encourage donations and volunteer efforts. New and exciting methods through which the community will continue to learn about the organization and ways to become involved and support the ministry with time and resources will be offered as well.

Censky, A. (2011, September 13). Poverty rate rises as incomes decline - Census - Sep. 13, 2011. CN NMoney - Business, financial and personal finance news. Retrieved October 28, 2012, from http:// money.cnn.com/2011/09/13/news/economy/poverty_rate_income/index.htm

Media Kit - Parker Street Ministries. (2012). Parker Street Ministries. Retrieved October 28, 2012, from http://parkerstreetministries.org/learnmore/mediakit/

Preston, C. (2010). Charities Seek Connections to Generation Y. Chronicle Of Philanthropy, 22(12), 1. Vision « Parker Street Ministries. (n.d.). Parker Street Ministries. Retrieved from http://parker streetministries.org/vision/

Yu-Kang, L., & Chun-Tuan, C. (2007). WHO GIVES WHAT TO CHARITY? CHARACTERISTICS AFFECTING DONATION BEHAVIOR. Social Behavior & Personality: An International Journal, 35(9), 1173-1180.

References

DemographicsParker Street Neighborhood

City Neighborhood

County Neighborhood

Household Income

$22,199 $39,199 $41,913

Renter Occupied

73% 44% 29%

Unemployed Adults

49% 5% 12%

Non-white 77% 26% 23%

Adults with High School Diploma and Below

81% 49% 55%

Single Parent Homes

53% 19% 19%

w

DemographicsArea residents – (Contributing to PSM)

Live in a the Lakeland/ Polk County areaEstablished/ older/ experienced familiesIncome $80,000+Mixed marital statusHigh School diploma+ Business owners & Management+ occupations

Low income community residents – (Benefiting from PSM)

Live in the Parker Street residential community and surrounding low income areasYoung familiesIncome - $22,19053% single parent homes81% adults with high school diploma and below92% Eligible for Free Lunch Program72% Live below the federal poverty level.

SWOT

WeaknessNeeds > Available fundsLimited staff & volunteersLimited spaceStaff live in community – can’t “get-away” or “recharge”Benefits unknown to outside families prior to moving into community

StrengthsTrust - 14 years in the communityCommunity fundingCity supportContinuous outreach afterhoursChrist centeredPrevious & ongoing success storiesStaff commitment

SWOT

ThreatsHigh & Drug Crime StereotypeLandlords live far from communityLow incomeHigh resident turnoverBroken familiesLack of funding

OpportunitiesWork/ volunteer programs for teensCollege prep coursesHS/GED certification coursesFamily mentoringExpanding block radius & impactJob search assistance

Creative Strategy

To increase brand awareness and funding measured by an increase of 7% in monetary donations compared to last year

To effectively increase family oriented communi-ty service and support by active participation of 5 neighborhood and surrounding area family pairs in a new family mentor program

Competitive AuditParker Street Ministries is devoted to a small section of homes in the city of Lakeland, FL. This competitor analysis primarily includes or-ganizations in this area.

There are plenty of churches (and other places of worship) in the city of Lakeland that could potentially be competitors to PSM’s spiritual development ministry.

2. Creative

Mood Boards

Logo Creation

Logo Creation

3. Style Guide

Color & Logo Usage

C: 0M: 0Y: 0K: 0

C: 0M: 0Y: 0K: 100

C: 43M: 35Y: 35K: 1

C: 39M: 85Y: 0K: 0

C: 39M: 85Y: 0K: 0

Typography RulesLogo -- Big Calson Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z

Tagline Options -- Marker Felt ThinMr. Rogers ain’t got nothin’ on us. The Word became flesh and moved into our neighborhood.

Headings-- Helvetica Neue Light

ABCDEFGHIJKLMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z

Other Text -- Times RegularABCDEFGHIJKLMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z

Logo Usage

Do not change the color. Do not stack. Do not separate the elements.

Do not separate the elements. Do not tilt or curve. Do not stretch or distort.

4. Final Design

Billboard & YouTube

Facebook & Text Message

Thanks to continued support and generous

donations, we can continue serving the

community for years to come!