Branding Questionnaire - Action Cycling Atlanta

This form is meant to guide you through a basic branding / strategic thinking process and tell the story of your non-profit's mission. The process will help your development and design team build the perfect site for you, so please take your time and work through this form thoroughly.

Note: This section should take about half a day to complete. Ideally, the form will be completed in one sitting. Please be sure that all key stakeholders have provided their input/approval before finalizing the information given in this process.

If you need to save and come back to it, you can do so through the link at the bottom of the page. Make sure to follow the instructions carefully.

Branding is a vital conversation. The essence of the question of brand is, “What is your message?” In the interest of making the dialog about your company as rich as possible, it is important to understand your brand and how it resonates with your audience. 

This is what we need to discover through the following questions. Should you have questions about filling out these questions, please reach out to your designated Project Manager.

Corporate Identity

Action Cycling Atlanta*

Mission Statement*

The mission of ACA is to raise awareness and funding for HIV/AIDS vaccine research that will one day eradicate the disease AND to AIDS service organizations that educate the public on HIV/AIDS related issues, work to improve the lives of those affected by the disease and work to reduce the spread of the disease. This mission is achieved by inspiring our community to work towards a world where HIV/AIDS is part of the human history and not part of its future, using friendship, respect and sportsmanship, to accomplish our goals.

Pedaling for a purpose*

(404) 954-2925*

Address*

P.O. Box 8363 Atlanta, GA 31106

Street Address Address Line 2 City State ZIP Code

Other contact info

Company Mission

As you answer each of the following questions, you may notice they seem very similar to each other. The purpose of this is to refine the process of determining your unique and specific brand.

Why does your organization exist?*

Action Cycling Atlanta is a non-profit corporation organized to promote philanthropy and fitness through cycling and other athletic pursuits

What does your organization do? (2 paragraphs)*

Action Cycling Atlanta programs two primary events along with social outings throughout the year to raise funds and awareness for an HIV/AIDS vaccine and to provide services to those wrestling with the disease. Those events are the AIDS Vaccine 200, a 2-day, 200 mile bike ride in May and Field Day, a grown-up version of the most awesome school event from your childhood (3-legged races, hula-hoops, tug-of-war, dizzy lizzy, etc.).

Tell us what your organization does in 3 sentences.*

Action Cycling Atlanta raises awareness and funds for HIV/AIDS research and for AIDS service organizations in metro Atlanta. We do this by programming 2 main events - the AV200, a 2 day, 200 mile bike ride and Field Day - an adult version of fun schoolyard games. At these events, individuals raise $$ for our beneficiaries.

Tell us what your organization does in 1 sentence.*

Action Cycling Atlanta raises $$ for HIV/AIDS research and to support AIDS service organizations in Atlanta via fun athletic purssits in metro Atlanta.

Tell us what your organization does in 5 words.*

Raise funds for HIV/AIDS vaccine.

What is the story behind how you got started?*

In 2002, a group of Atlanta men (Atlanta Guys Cycling) participated in the Pallotta Amsterdam to Paris AIDS LifeCycle ride. They raised money for AIDS research, and had an awesome time participating in a cycling event for charity! However, the team was discouraged after the ride to find out how little of their fundraising went to AIDS research beneficiaries because of the overhead costs of the company operating the ride. So a group of riders founded the AIDS Vaccine 200 Bike Ride in 2003 with the promise that their ride would be funded by corporate and individual sponsors. 100% of all money raised by riders would go to AIDS beneficiaries. This promise has been maintained for all 16 years of the ride’s history.

What's the idea behind the organization's name?*

The organization was founded based on a passionate group of cyclists who wanted to take action and be a solution in finding a vaccine/cure for HIV/AIDS after losing too many loved ones to the disease.

What messages are you trying to convey? (How do you want to be perceived by others?)*

We want to be perceived as a fun and passionate group of people committed to making an impact in their community via athletic pursuits. Not only do we raise awareness and $$ for HIV/AIDS research, but lifelong relationships have been made through our events.

Please list qualities and words you want people to associate with the brand.*

Please list qualities and words you do not want people to associate with the brand.*

cycling, athletics, HIV, AIDS, bicycles, friendships, charity

What words, concepts and images come to mind when you think about your organization?*

If you could choose one famous person (real or fictional) from all of time to personify your brand in the marketplace, who would it be and why?*

Why: A brand is perceived by consumers like a person. You trust them, you communicate with them through advertising and purchase, you get disappointed by them, etc. The identity you're designing is the face of that person.

Once you've answered the question, then list what attributes match those of your brand.

If your organization/brand were an object or animal what would it be and why?*

A falcon - we are Atlanta born and bred and fiercely dedicated to finding a vaccine/cure for HIV/AIDS.

What other organization/company do you admire and why?*

The AIDS Lifecycle in California has become the gold standard for raising $ for HIV/AIDS via cycling. It is a 7-day, 545 mile event every June.

How do you want your image to be seen in the next year? 2 years? (Long-term)*

We want to be seen as a growing, vibrant organization that is truly making a difference in our community and helping find a cure for HIV/AIDS. We want to get more people to participate in our events and raise more $$. For our cycling event, we also want people to be more accessible to people who are intimidated by a 2-day, 200 mile ride as there are shorter options, relay options, etc. so people don't have to be in shape to ride all 200 miles to participate. Field Day offers people of all skill levels a fun way to get involved.

Please upload your Brand Standards (if you have them; not required)

(hex or Pantone (PMS) or Brand Standards

Provide color requirements per your existing brand or company specifications.*

Red, black and grey are our colors for Action Cycling. We don't have a formal style guide.

Provide color restrictions (if any)*

Example: Do not use green or purple because…

What else do we need to know about your brand?

Please upload a .png, .eps or .ai version of your logo

Please upload a high resolution photo (width should be a minimum of 500 pixels). Ask your PM for assistance, if needed.

Company Point of Contact

This is the information for the person that will act as the single point of contact for your organization for the remainder of this project.

Name*

Jonathan Karron

(770) 330-2846*

jonathankarron@gmail.com*