Brand Name: National Ethnic Coalition of Organizations
Product/Service Type or Description: Non Profit Organizations
 
Overview:
MZI Global uses Connective Roots to Generate Awareness of NECO

The National Ethnic Coalition of Organizations, Inc. (NECO) established the Ellis Island Medal of Honor in 1986.  The Ellis Island Medal of Honor pays tribute to the ancestry groups that comprise America’s unique cultural mosaic.  This prestigious award is presented at an annual gala each spring.  NECO came to MZI with the task of developing marketing materials for them that would clearly communicate their mission.

Situation Analysis:

• NECO’s mission: To honor and preserve diversity and to foster tolerance, respect and understanding among religious and ethnic groups
• Composed of over 250 organizations

Marketing Challenge:

• Create marketing materials that will accurately and effectively communicate relevant information that would represent NECO, and its mission
• Generate awareness

Solution:

• MZI Global created brochures that would invoke powerful emotional responses linked to the efforts of NECO
• MZI Global researched various ways to achieve this affect through both images and text, and found new ways to organize NECO’s mission and history to illustrate the long-standing prestige and grandeur of the award
• Used Ethnosynergism_^®  to form an emotional bond between NECO and the community
• Graphically designed images to illustrate how America presents immigrants with great opportunities for success – Incorporated quotes by award recipients combined with compelling words, and various images of Ellis Island that created patriotic emotions of American pride

Results:

• A stunning, full color brochure that was successful in communicating the high prestige of the Ellis Island Medal of Honor, and their mission
• MZI Global achieved 100% of their client’s objectives