Case Study

NACS Foundation


NACS Foundation




Brand Identity

Brand Messaging

Brand Strategy

Content Strategy


Foundation Branding

Foundation Development

Fundraising Campaigns

Marketing Campaigns

Marketing Strategy

Paid Media Advertising

Program Branding

Program Development

Social Media



2020 EXCEL Awards: Bronze, Advertising Campaign

Building a Foundation Brand that Propels Brighter Futures


NACS is an association working to advance the role of convenience stores as positive contributors to the communities they serve. Beyond Definition’s (formerly Bates Creative) long-standing relationship with NACS as a go-to strategy and creative agency started in 2012. Our expansive work with and understanding of the NACS brand led the association to select our agency to lead the brand reinvention of the NACS Foundation.

NACS established the NACS Foundation in 1994. NACS’s team saw the potential for the Foundation to help propel the industry that it serves and the philanthropic efforts of its members but needed help in creating a defined strategy, mission, and vision for the Foundation to focus its efforts moving forward.

NACS’s team worked with Beyond Definition to rebuild the Foundation from the ground up and to establish its signature programs, outlining areas of focus, and building its brand to support all of these elements.


Through the 24/7 Day campaign, the NACS Foundation was able to successfully acquire sponsor support from leading convenience store brands, including RaceTrac, Sheetz, and Wawa. These sponsorships enabled the NACS Foundation to increase the reach of its 24/7 Day campaign through national retail locations.

In just two weeks, Beyond Definition’s team drove digital marketing campaign success by:


of visitors came from paid search


people reached on Facebook


new Facebook page likes

“We recently launched a Foundation for NACS, the National Association of Convenience Stores, with the premise that the convenience industry (and the massive, community-centered nature of it) can come together to do more and be more in the communities where they serve.”

— Mark Devito, President, Beyond Definition

Phase 1Diagnostics & Discovery

Dive into in-depth diagnostic and research process including interviews with both internal and external stakeholders, and NACS members and supplier partners to gain an understanding of their individual philanthropic priorities.

Analyze common goals and themes, and how these aligned with NACS and its position in the industry. Then, use the research to develop the renewed focus of the NACS Foundation and its programs.

Brand Values





Brand Persona









Phase 2Brand Development

Develop brand strategy, messaging and identity. First develop these elements for the overarching Foundation brand, then sub-branding each of the five signature programs.

Old Logo

New Logo

Phase 3Program Development

Create Foundation’s operational plan and develop five signature programs:

  • Response Relief, aiding disaster relief and supporting first responders
  • Neighborhood Nourish, caring for neighbors
  • Future Fund, propelling tomorrow’s leaders
  • Tomorrow Thrives, supporting healthy kids
  • Community Clean-up, keeping our towns beautiful

Phase 4Marketing Strategy

Create a robust marketing roadmap complete with marketing strategies and tactics needed for the NACS Foundation to accomplish its 3-year rollout plan to successfully launch and grow support for the Foundation.

Phase 5Campaign Execution

Launch the Foundation’s first signature program, Response Relief. NACS Foundation’s Response Relief program honors the heroes and first responders who keep communities safe at convenience stores across the country and collects money for a disaster relief fund. Response Relief launched with a new annual event on July 24th, 24/7 Day, which honors first responders, service members, doctors, nurses, EMTs, fire and police, and other local heroes who work around the clock to support communities when disasters happen.

Beyond Definition launched an integrated campaign to acquire partner support, collect funds, and increase awareness for the annual event in partnership with the American Red Cross.