Introduction
To help the organization continually communicate effectively, the Florida Forestry Association (FFA) approached the PIE Center about conducting a communications audit. The goal of an audit is to identify the strengths and weaknesses of an organization’s communication processes directly within the organization as well as with its stakeholders.
The PIE Center requested and received a representative sampling of materials used by the FFA to communicate with internal and external audiences. The resources, which included newsletters, brochures, magazines and a website, were reviewed and analyzed for consistency, usability, messaging strategies and effectiveness.
Key findings
Variations of FFA’s logo were found throughout the communication materials that were analyzed. In addition, the location of the logo varied across all documents. Although this can be common for member organizations, especially those with multiple programs, audiences and activities, the variation can affect logo recognition and brand identification.
An assessment of FFA’s use of social media was also conducted. Searches for FFA on Twitter and YouTube did not provide any evidence of an FFA presence. A Facebook page was mentioned on the Forestry Teachers Tour page of the FFA website. However, when visiting the Facebook page, it was not evident that it was associated with FFA because the page was labeled “Friends of Florida State Forests.” FFA was not mentioned on the page. Three separate Facebook pages appear to be affiliated with FFA: Friends of Florida State Forests, Florida Forestry Association and Florida Forestry Association — Annual Meeting.
Recommendations
To ensure consistency, the PIE Center suggested that FFA create an identity guide for all communication materials. An identity guide will establish a protocol for when any new materials are created, including brochures or additional pages to the website. A guide will also specify requirements for logo placement, required color schemes, fonts to use for headlines and body text, as well as any other specifications. These steps will aid in brand recognition and allow audiences to easily identify with FFA.
In order to help create a consistent brand, FFA should use similar logos that represent different programs the organization conducts. To manage the need for specifically branded products or programs, many organizations have an “umbrella brand.” An umbrella brand is the organization’s main branding element/logo with a specific identifier for sub-brands or programs. Both the organizational and specific program logos should be designed to complement each other and appear together. The PIE Center recommended that FFA adopt this concept specifically with their 40 under 40, Working Forests Work and annual meeting logos.
As FFA seeks to retain and expand its membership, the PIE Center recommended that various social media platforms be considered. The PIE Center strongly recommends that FFA establish one Facebook page and manage it effectively. Once consolidated, FFA should add a Facebook link to the FFA’s website homepage to allow members and non-members to socially connect with FFA. To manage the organization’s social media, FFA should create content that will generate conversations among members and non-members.
Additionally, FFA had several videos on their website. Creating a YouTube channel would allow FFA to expand their social network and increase search engine optimization. Social media is most effective when organizations create a sense of community and personal relationship with users, which requires monitoring and frequent updating with fresh material.
