Virginia Office on Volunteerism
and Community Service
Marketing and Branding
Making AmeriCorps a Part of Your Program’s Brand Strategy
Why is This Important?
Much of the work your
AmeriCorps program
has done or will do
goes on under the
radar – quietly and
without fanfare. As a
result, the value and
impact of AmeriCorps
is often hidden.
AmeriCorps Teams Are Human Megaphones
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•
•
•
Pre-Service Orientation
Elevator Speech/Mission Statement
Impact Stories
Life After AmeriCorps
PROMOTION
• Media
• Social Media
• Low Tech
AmeriCorps Plays a Key Role in Your Story
• Make the connection between the AmeriCorps Logo and
your Program.
• It’s ESSENTIAL for people to not
only SEE but also UNDERSTAND
what AmeriCorps means within
your organization’s structure.
• Integrate AmeriCorps and national
service into your program’s narrative.
The AmeriCorps Brand
• Program members, volunteers, and organization
staff should understand the AmeriCorps brand and
be able to easily talk about it to others.
• AmeriCorps:
• Engages individuals in service each year through
thousands of organizations across America
• Tackles tough problems
• Recruits volunteers
• Members gain valuable experience
AmeriCorps Branding Tools
• Logo
• Language
• Gear
• Signage
AmeriCorps Logos
http://www.nationalservice
.gov/newsroom/marketing
/logos
• All branches of national
service logos in various
forms.
• Ways NOT to use
logos.
AmeriCorps Brochures & More
https://pubs.nationalservice.g
ov/Default.aspx
• Materials can be ordered
from CNCS at NO COST
to your organization.
• Posters, business cards,
flyers, DVDs, stickers,
door hangers, and
brochures.
Americorps Gear
• Members must be identified as AmeriCorps when
performing their service.
• If in your program’s
budget, you can be
reimbursed for
AmeriCorps apparel.
• Gear can be ordered at
nationalservicegear.org/
Your AmeriCorps Program Brand
• What is your brand?
• How do you develop your brand?
• How do you market your brand?
Developing Your Brand
• Identify your needs and goals
• What are trying to accomplish?
• Identify your audiences
• Influential People
• Potential Members
• Nonprofit Partners
• Media
• General Public
Make a Plan
• Elevator Speech
• Plan Your Promotion
• Get Everyone Onboard
• Messages
• Target Audiences
• Impact
Promoting Your Story
• Media Relations
• Social Media
• Low Tech
Media
• Do you have resources you can utilize at your
organization already? Tools?
• Identify the media resources in your community.
• Volunteer Virginia e-newsletter
http://www.vaservice.org/go/news/newsletter/
• Who are your audiences?
• What’s your message?
National Service Media Guide
http://www.nationalservice.
gov/resources/
Social Media
• Utilizing social media is
the quickest and easiest
way to tell your story.
• Encourage members,
volunteers and
organization staff to
share stories from the field.
• A picture (or video) is worth a thousand words.
• Share and tag
Your New Best Friends
OVCS
• facebook.com/AmeriCorps-Virginia
• @VAservice
CNCS
• facebook.com/NationalService
• facebook.com/Serve
• facebook.com/AmeriCorps
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•
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@NationalService
@Servedotgov
@WendyCNCS
NationalService.tumblr.com
Other Promotional Methods
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Develop marketing materials.
Use CNCS free materials.
Collaborate with community groups.
Work with other AmeriCorps project sites.
Host officials as Honorary AmeriCorps Members for
the Day
• Host an Appreciation Event for volunteers, etc.
• Create a Short-Term Service Project
Questions?
VA Office on Volunteerism & Community Service
801 E. Main St., Richmond, VA 23219
Toll free in VA: (800) 638-3839
Direct: (804) 726-7065
Fax: (804) 726-7088
Email: info@vaservice.org