Background
The Marine Corps Scholarship Foundation (MCSF) had been operating for more than 20 years providing college scholarships to the children of Marines, but it had never developed a consistent brand identity. With the current wars in Iraq and Afghanistan, and the numbers of Marines involved in the conflicts, the organization saw the need and an opportunity to increase support to the children of Marines and Navy Corpsmen who serve with them.

Target Audiences
Current and former Marines and Navy Corpsmen, families of the military, and the general public, targeting those 45+ years of age.

Objective
To raise $50 million or more for the American Patriots Fund, which will fulfill MCSF’s commitment to double its current scholarship awards by 2010.

Implementation
Developed a brand for the MCSF, which included a new logo, slogan, marketing messages and design direction for the fundraising campaign, which was applied to all of MCSF’s marketing materials, including a total revamped web site, stationery package, membership brochure, major gifts brochure, etc.

Results
Campaign still in development.

Principal Involved: Toyomi Igus Simon with associate Judith Lastra