Session: Strategic Marketing and Branding in Community Action
This session discusses how to develop a strategic marketing and branding plan, highlighting the content that should be included and a step-by-step process to write the plan. Participants will also learn specific branding strategies that will help community action agencies attract new customers, improve community awareness/visibility, and obtain support from external stakeholders. The session also teaches agencies how to write effective success stories and how to become more intentional in telling their stories to elevate, electrify, and enhance their programs.
Executive Directors, Mgmt, Case workers, FLS
Berneitha K. McNair is the President and Chief Executive Officer of Berneitha McNair Consulting. She is an author, motivational speaker, business consultant, leadership coach, and performance management trainer. She has more than 20 years of executive and management level experience at two multi-million-dollar community action agencies. Berneitha has dedicated her entire professional career to helping at-risk individuals and low-income families have an enhanced quality of life. Berneitha is the previous executive director of the Northeast Florida Community Action Agency in Jacksonville, Florida and former board chair of the Florida Association for Community Action. Berneitha started her career in community action right after college at Pearl River Valley Opportunity, Inc. (PRVO), the largest community action agency in Mississippi. She has trained community action agencies across the country. She has also facilitated sessions for the Region IV Head Start Association, South Eastern Association of Community Action Agencies (SEACAA), Community Action Association of Alabama, Florida Association for Community Action, Maryland Community Action Partnership, and the Florida Head Start Association. Berneitha has gained a wealth of knowledge throughout her career. She is known for providing a modern, trendy approach to training that is fun, inspirational, and energetic. She is committed to helping both individuals and businesses enhance their capacity to achieve results. Berneitha is the author of two books: Grant Writing That Works: Confessions of a Nonprofit Chief Executive and D.O.P.E. Leadership: Success is in the Style which is the introduction of the new leadership style that she developed.