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CNCS is engaged in efforts to strengthen our agency and program brands in order to better communicate national service opportunities to volunteers, members, and potential partners. Having more than a dozen brands, sub-brands, and visual identities, creates confusion and contributes to challenges recruiting members and volunteers.
A stronger brand will position our agency and programs for greater impact and growth as we move into the next 25 years of national service.
Axis Research, an independent and nationally recognized research firm, conducted market research to better understand the perception and awareness of CNCS and its programs brands. The multi-stage research project included focus groups, nationwide surveys, and in-depth interviews. It incorporated a wide range of input and diverse perspectives from community opinion leaders, the general public, grantees and sponsors, members, volunteers, alumni, and key stakeholders.
