Strategic Marketing and Communications Support for Name Change Rollout

Garces Foundation is a nonprofit dedicated to serving Philadelphia’s immigrant community with access to health care, education, and food services. We are embarking on a strategic rebrand to better reflect our mission and community-centered identity. We are seeking pro bono expertise through the Taproot Foundation to ensure a successful and clear rollout of our new name across key audiences.
The purpose of this engagement is to partner with 1-2 experienced pro bono marketing and communications professionals who can help us refine our new brand identity and develop a comprehensive rollout plan. The expected timeline for this project is 12-16 weeks with a weekly commitment of 5-10 hours.

2. Project Objectives
Primary Objective:
Ensure a cohesive, strategic rollout of the name change to internal and external stakeholders, maximizing awareness, positive engagement, and alignment with organizational goals.
Secondary Objectives:
• Clarify brand positioning and messaging around the new name.
• Develop communications assets and launch materials for diverse audiences.
• Provide guidance on roll-out tactics including channels, timing, and sequencing.
• Establish measurement criteria and post-launch tracking.

3. Key Deliverables
Taproot support should deliver the following:
A. Communications Strategy
• Defined strategic plan for rollout (phased by audience type).
• Message framework and talking points tailored by stakeholder group (donors, partners, media, staff, volunteers, and community).
• Message testing to ensure positive response to the new branding.
B. Visual & Messaging Assets
• Create a core set of messaging templates — including:
Press release or launch announcement
Internal announcement communication
Social media copy (Instagram, Facebook, LinkedIn)
Email templates
Website homepage banner/copy update
• Optional: visual mood board or brand expression guide tied to the rollout (if capacity exists on the pro bono team).
C. Rollout Plan & Timeline
• A detailed 8–12 week rollout plan featuring:
Audience segments
Communication channels
Scheduled timing
Responsible owners
Approval process checkpoints
D. Implementation Support
• Review and feedback on draft communications materials with Garces team.


E. Post-Launch Recommendations
• Guidance on tracking engagement and feedback (e.g., analytics, surveys).
• Recommendations for sustaining attention after initial launch.

4. Scope Exclusions
To focus effort and manage capacity, the pro bono engagement will not include:
• Paid media buys, ongoing community event planning, or tactical execution beyond materials.

5. Audiences
The strategic communications should account for priority audiences including:
Current donors and supporters
Institutional partners and sponsors
Media and press outlets
Staff and internal stakeholders
Community members and program participants
Policy and advocacy stakeholders

Changing our name is essential for our organization's success. We are not a foundation, we are an organization that runs critical programs for Philadelphia's immigrant community. Having Foundation in our name has, at times, deterred grant-making organizations and individual donors from supporting our work because of the confusion it creates. We do not fund organizations. This is an essential project, and doing it well is critical to our success.

Our board and staff are on-board with this project. A new board member with extensive PR and communications experience is working on the project with the Garces staff. This is a major project for the organization, many years in the making.