I.M. A. Star

The Challenge
I.M. A. Star is a national children's non-profit founded by Daycon cleaning products owner Bobby Cohen.

It's goal is to bring children of all ages, races and religions together to increase education and understanding amongst diverse cultures and groups.

A mission of this magnitude can lead to challenges as to the identity of the company as a whole and how best to present the firm to the marketplace. Do you present the charity as an educational group? What are the benefits of interracial, inter-religious understanding.

How do you talk about the goals and ideals of the group and still sound like you have both feet on the ground? How do you sum up what the company does in a couple of sentences (elevator pitch). What are the key message points that all marketing communications must deliver?

The Process
Under the guidance of RMR & Associates, I.M. A. Star's stakeholders came together and participated in a Positioning and Messaging Workshop. They worked through the messaging challenges and crafted a messaging platform that all the stakeholders could agree on. 

The Result
The principals agree that achieving alignment on positioning in and messaging towards the outside world are priceless achievements to have made, and are using the messaging platform regularly in communicating to the outside world. "One of the best investments we made all year" is the general consensus.