The USNA Director and FONA Board approved recommendations of an authentic brand promise and strategy based upon internal discussions, facilitated focus groups, and surveys. We used this framework to select projects to test in the campaign study.
A comprehensive case for philanthropic investment was then crafted and approved based on core themes identified, validating projects, and the long-term success of the Arboretum and the FONA. The client partnership currently is moving into the next phase of the campaign planning process.