(Alexandria, Va. – July 14, 2009) — The American Association of Family & Consumer Sciences (AAFCS), the only professional association dedicated to family and consumer sciences professionals across multiple practice settings, has selected Greensboro, N.C., based Quixote Group to develop the association’s new branding strategy and communications platform. The new branding strategy, which will include a new tagline, brand icon, website and updated collateral, will be launched during the first half of 2010.

“AAFCS has recently completed a transformation process, which included streamlining the organizational structure and developing a new mission statement and strategic plan, and now we want to take the next step and develop a new branding strategy for the association,” said Carolyn Jackson, AAFCS executive director. “Quixote Group offers a unique blend of research and branding expertise, and their previous track record of success with similar associations demonstrates their ability to meet the branding needs of AAFCS.”

AAFCS hosted its Centennial Celebration in Knoxville, Tenn., this June. The 100th Annual Conference & Expo focused on solutions to current sustainability issues, such as designing more eco-friendly fabrics, reducing waste in food preparation, and increasing the use of recycling in homes, schools, and workplaces. To commemorate AAFCS’ Centennial, the conference also addressed the history and future of the association and family and consumer sciences profession.

“AAFCS has a 100-year history of leadership in the field of family and consumer sciences, and we look forward to assisting them in delivering a brand strategy that will help meet their long-term objectives,” said Chuck Mattina, president of Quixote Group. “Our mutual goal is to develop the strategies and tools to increase the association’s visibility and membership as they enter their second century.”

About AAFCS
Founded in 1909 as the American Home Economics Association, the American Association of Family & Consumer Sciences (AAFCS) is the only national not-for-profit 501 (c)(3) organization providing leadership and support to FCS students and professionals in multiple practice settings. FCS professionals help individuals, families, and communities make informed decisions about their well-being, relationships, and resources to achieve optimal quality of life. AAFCS’ more than 6,000 members are elementary, secondary, and post-secondary educators, researchers, and administrators; Cooperative Extension educators; and other professionals in business and industry, not-for-profit organizations, and government. With national headquarters based in Alexandria, Va., AAFCS has 52 affiliates located across the United States and Puerto Rico.

About Quixote Group
Quixote Group, located in Greensboro, North Carolina, is a market research, marketing, and public relations firm. The firm specializes in building and growing its clients’ brands by developing, communicating, and demonstrating their strategic value to target audiences. As a research-centric organization, Quixote Group explores the rational and emotional connections that customers make with its clients' products and services to create greater interest, preference, and loyalty to their brands - thus resulting in sustainable growth. The company shares in its clients' passion for their industries, creating lasting relationships based on mutual respect and focused on a shared commitment to measurable goals and business objectives. For more information, please visit www.quixotegroup.com.