Phoenix Bikes

Figuring Out What to Say and How to Say It

Board and Stakeholder Facilitation
Brand Messaging
Board & Employee Training

The Challenge

As the only bike repair training organization for youth in Northern Virginia, Phoenix Bikes provides a variety of services to a range of audiences with diverse interests and needs. The nonprofit operates a retail bike repair facility; it also provides a range of bike-oriented youth programming. As such, the nonprofit speaks to different and diverse audiences, from bike enthusiasts to donors to the community at large. The organization found itself struggling to clearly articulate its mission, to convey its unique differentiators and compelling value propositions, and to communicate the vision and values that under-gird the entire enterprise–and engaged us to develop all new core brand messaging.

The Solution

Discovery & Facilitation:

We began by deploying a survey and conducting a workshop with the Board of Directors to explore the organization’s brand values. From there, we worked iteratively with a working group, which included representatives from different parts of the organization, to identify and capture the brand’s key messaging.

Brand Message Development:

We developed all new core messaging, including mission, vision, and values; a brand positioning statement; organization description; value propositions; and other key messages. We captured this in a Messaging Playbook, which provides the tools for Phoenix Bikes’ Board of Directors, staff, and volunteers to consistently communicate–whether speaking or writing– the many things Phoenix Bikes does and the many audiences they serve.

Marketing Training:

We also conducted two training sessions—one for staff, one for the Board—to introduce and orient the team to the new messaging, and to role-play ways to use to speak to different audiences.

Impact

The new messaging lends cohesion to how Phoenix Bikes talks about existing ideas and concepts, providing the organization a foundation for consistent language as it updates its website, digital assets, fundraising materials, and other collateral:

Arlington Strategy did a wonderful job refreshing our brand messaging at Phoenix Bikes, including our mission, vision, values and key messages. Jennifer and Jen took the time to understand our work, met with our staff and board, and worked collaboratively to come up with language that captures our organization so well. ”

–Emily Gage,
Executive Director, Phoenix Bikes

The new values language has also helped them from an employee development and hiring perspective: “It’s been so nice to have these as a focal point to clarify what we’re all about.”

Next Project > Path Forward: Refreshing Your Brand

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