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 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.


Alongside NACS, we helped create, launch, execute, and monitor 24/7 Day, the signature event for Response Relief, which focuses specifically on aiding disaster relief and supporting first responders. Response Relief is the first of five programs that are included in a five year rollout plan. 24/7 Day is the flagship campaign for Response Relief, which is now entering its third year.

Through an integrated marketing campaign, the NACS Foundation has been able to successfully acquire sponsor support from leading convenience store brands while raising funds for the American Red Cross. The implementation of strategic communications tactics and a 5-year marketing rollout plan has positioned the NACS Foundation as an ongoing movement to educate, build awareness, increase participation, and ultimately shift public perception and understanding of the role and value of the convenience industry.

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


Acquiring 119 new Twitter followers

“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

To establish a deeper understanding of where the NACS Foundation stands online, our team dove into an in-depth diagnostic and research process including interviews with both internal and external industry stakeholders. Some of these included Joe Sheetz of the Sheetz Retail brand, and NACS members and supplier partners to gain an understanding of their individual philanthropic priorities. We then analyzed common goals and themes, and how these aligned with NACS and its position in the industry. This research built a renewed focus of the NACS Foundation and its programs.

Brand Values





Brand Persona









Phase 2Brand Development

Our next objective involved developing a structured brand identity that reflected the new vision, values, and purpose of the NACS Foundation moving forward. Through the diagnostics and discovery process, we determined that the NACS Foundation’s audience targets include passionate, charitable people who are active in their local communities. We also needed to keep in mind the importance of current members, partners, and funders who play a crucial role in the Foundations success. Using this as a background to work from, our team developed messaging and brand strategy that would amplify the key benefits of uniting with the NACS Foundation and give their audience a reason to believe in the Foundations mission.

The fresh brand identity highlights the impact of convenience, supplier, and retail members, positioning the NACS Foundation as a point of centralization and mobilization for the convenience and fuel retailing industry. Our goal is to have the NACS Foundation brand tell a story and evoke emotional resonance that ultimately leads to an increase in charitable efforts. The brand’s core pillars of optimism, empathy, authenticity, and transparency shine through in creating a voice that the convenience and fuel retailing industry can stand behind while inspiring action from their audience. We started by developing brand elements for the overarching Foundation, and then created sub-branding for each of the five signature programs.

Old Logo

New Logo

Phase 3Program Development

Once the NACS Foundation’s parent brand identity was established, our team created the Foundation’s operational plan and developed 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.

The Foundation’s 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

To successfully accomplish its 5-year rollout plan, we developed a comprehensive marketing roadmap focussed on launching and growing support for the Foundation. Since we identified that the NACS Foundation has a wide range of audiences, our team developed different messaging and goals associated with each group, while still serving the greater NACS Foundation brand movement. This included a variety of marketing tactics including internal communications strategy, paid media, traditional marketing, and digital marketing to not only amplify the NACS Foundation but build brand recognition and resonance. The public relaunch inspired participation and sponsorship by highlighting the Foundations vision and values alongside upcoming programs and activation opportunities.

Phase 524/7 Day Campaign Execution

Beyond Definition worked closely with the NACS Foundation to 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, 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.

July 24, 2020, marked the second annual “24/7 Day,” which was activated and executed with an integrated marketing campaign. Through inbound and outbound email strategy, the creation of a marketing toolkit, social media ads and placements, website strategy, and authentic storytelling bringing the narrative to life, 24/7 Day experienced an increase in retailer participation, member participation, and fundraising for the American Red Cross. Our team produced a short video that we ran in gas stations across the nation at select parter and non partner convenience stores. Beyond the NACS Foundation, 24/7 Day was covered by leading media outlets and serves as a blueprint for other signature program events in the future.

Website Display Ad Examples

Additional Collateral

Extramile In-Store Collateral