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Alliance for Positive Change

Brand strategy facilitation

Brand Development

Project details

Target skills

  • Brand strategy
  • Marketing strategy

Project need

Alliance Peer Training Institute requests volunteers to lead a brand discussion with key Board and staff members, and to advise and assist in making strategic brand decisions.

Background: The Alliance for Positive Change (formerly known as AIDS Service Center NYC or ASCNYC) successfully underwent a name change and rebrand in 2016. Building on 25 years of HIV expertise, Alliance expanded our services to address other serious health conditions such as addiction, mental illness, hepatitis, diabetes, obesity, and heart disease. We also merged with the Lower East Side Harm Reduction Center, and created a supporting organization called Peer Training Inc. (d/b/a Peer Training Institute or PTI). Together, the three organizations form The Alliance for Positive Change.

Need: Founded in 2014, Alliance PTI is a new organization with its own Board of Directors, budget, staff, and tax-exempt status. Being a new organization, and supporting organization of Alliance, Alliance PTI has begun strategic planning around branding, marketing, and IT needs. We received a grant from NYC Nonprofit Stabilization Fund to build a website specifically for PTI, but before we can begin work, we need to finalize brand decisions for PTI, and how it relates to our parent organization.

Alliance PTI is seeking volunteers who are experts in branding to guide a discussion on brand decisions that must be made, as well as offer expertise and guidance on brand best practices. Implementation of a branding strategy would enable us to significantly increase our name recognition as a center of excellence among a number of important key constituencies. It will help us to better connect with our stakeholders and raise our profile within the community.

Alliance PTI received a grant from NYC’s Nonprofit Stabilization Fund to create a website for PTI, to include online registration for training, a calendar of events, members only section, and other features, to expand the mission of Alliance PTI. Before we can begin the process of creating a new website, we must have strategic decisions around branding and a clear brand identity (logos, fonts, colors, and how the supporting organization relates to Alliance as a whole).

This branding project would have a huge impact on our new organization, and further the goals and mission of both Alliance and Alliance PTI. Alliance PTI seeks to expand and deploy a certified peer workforce with expertise in HIV and substance use issues, and to demonstrate the impact of peer-delivered linkage and navigation services to improve health outcomes of high-need communities. Marketing our services through the organizations own brand identity and then the creation of our website (via the NYC grant), is essential to our ability to conduct peer trainings and placements, and measure the effectiveness of our services. Alliance already has identified the “problem” we need to solve and the questions we want to answer. We have made steps towards creating a PTI brand identity, and need assistance to move our brand to the next level.

Alliance will assign a team of staff, including the Director of Administration and Communications Manager, to the project, and the team will remain committed to updating their respective deliverables throughout, including the coordination of all the agency’s communication activities. We have successfully completed other taproot projects, and managed a volunteer team for our name change/rebrand of Alliance. We have a demonstrated track record in managing professional volunteers and consultants.

Alliance Communications Team will support PTI board in implementation once project is complete, and Alliance PTI already has funding to create a website based on project outcomes (with its own dedicated budget and workplan).

Organization's mission

The Alliance for Positive Change transforms lives of New Yorkers living with HIV/AIDS and other chronic illnesses. We help people access medical care, manage and overcome addiction, escape homelessness, get back to work, and find community. By addressing the underlying issues that contribute to poor health, Alliance’s individualized and broad spectrum harm reduction service approach help New Yorkers lead healthier, more self-sufficient lives.

At the Alliance, we believe everyone deserves the chance to feel better, live better, and do better.

Step 1: Apply

Send the below info, and if interested, the nonprofit will select a time for a phone interview. You'll get a confirmation with everything you need to know.

More questions? Check out our FAQ

Step 2: Interview

You'll have a 30 minute call to discuss the scope and deliverables of the project directly with Alliance for Positive Change, and for them to confirm you're a good fit.

Step 3: Start

Once accepted, you'll be able to get right to work. We will check in with you periodically to make sure you have everything you need.