Branding and Marketing Communication. A group assignment for class discussion. Feel free to give us any comment as sharing knowledge along with your r...
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Haidir Afesina Wirania Wirani a Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Faja r Liem
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#FACTS #F ACTS Case Highlight Highlightss 1945: Cooperative for American Remittances to Europe distributing FOOD PACKAGES PACKAGES to SURVIVORS WW II in Europe
1946: CARE package
10 in 1 parcels (10 soldiers with 1 meal)
1993: Cooperative for Assistance and Relief Everywhere
ERADICATE ERADICA TE POVERTY P OVERTY throughout throughout the world
FOOD PROVIDER
HUM ANITARIAN ARIAN RELIEF RE LIEF ORGANIZATIONS in the world. 2002: LARGEST HUMANIT 90% PROGRAM PROGRAM ACTIVITIES ACTIVITIES - 10% FUND FUND RAISING
Their donors are ADUL are ADULTS TS 35 and up, college EDUCATED , with an average SALARY ABOVE $75,000 ABOVE $75,000
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#Problem Case Highlights MAJORITY of FUNDING through GOVERNMENT GOVERNMENT with with
private donations being minimal in 2002, Income $427 million (67% from Government) in 2001, public support $63 million (15% of total income)
UNABLE to EFFECTIVELY COMMUNICATE how COMMUNICATE how they
would fulfill their MISSIO their MISSION N ST STA ATEMENT Many different areas of humanitarian work that the average donor was unsure of what Care Car e USA was attempting to do on a global scale vision became incomprehensible among the general public
Marilyn Grist
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Why did CARE embark on its brand review ? 1.
SUBSTANTSIA SUBST ANTSIALL CONF CONFUSION USION
2.
LACK LA CK OF CO CONN NNE ECT CTIO ION N
3.
INCONSISTENCIES
4.
GAP
5.
REVENUE
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The need of change from CARE old portrait 5 t i b i h x E
FY`01: $25,168
FY`02: $26,520
7 t i b i h x E
Lot of logo styles
No message being sent
1 1 t i b i h x E
Old mental picture of organization Unfocused vision & mission Immobile in growth and development Taglines is not creative
CONFUSION
INCONSISTENCY
LACK of CONNECTION
Low Awareness
GAP
MODERATE REVENUE
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Every CARE package is a personal contribution contribution to the world peace our nation seeks. It expresses American concern and friendship friendship in a language all peoples understand “
” ”
(President John F Kennedy, 1962)
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The process to the new brand identity
BRAND MANTRA •
BRAND STRATEGY •
•
BRAND POSITIONING &
VALUES •
•
•
Vision mission Organization focus on poverty Market research
Brand Brand footp footpri rint nt 3 Focuse F ocused progr program am
•
•
Creative visual Logo tagline
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P OSITION OSIT IONING ING ST STA ATEME TEMENT NT Exhibit 8 VISION “....CARE International will be a global force and a partner of choice within a worldwide movement movement dedicated to ending poverty”
MISSION “To serve individual and families in the poorest community in the world…”
“A GLOBAL FORCE and PARTNER of
CHOICE focus focus on ENDING POVER POVERTY TY serving in INDIVIDUALS and FAMILIES in the POOREST COMMUNITY in COMMUNITY in the world with INNOVATIVE SOLUTIONS”
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LOGO and TAGLINE Consultant & Adv Agency
Association: COMMUNITY
2002
Core: HUMANISM Mantra Brand function: Charity Descriptive: Humanity Emotional: Care
Exhibit 13
a commnunity of hands
humanism, self-expression and humanism, industriousness.
people caught caught in their daily activities act ivities
the end of poverty begins”
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What does the rebranding imply ’
for CARE s marketing communications efforts targeting individual donors?
Telling the t he URGENCY message
ATTRACTING A TTRACTING NEW DONOR DONORS S COMFORTABLE COMFORT ABLE & SA SATISFIED TISFIED ACQUIRING AC QUIRING donors efficiently &effectively &effectively ADDING CREDIBILITY CREDIBILITY
Competitors
provide SOLUTIONS
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Marketing Activities Media Publications
Exhibit 19 Average Average Contributions to the Program
Direct Mail News Publications Subscribers, Meals & More, GII, Pigeon Peas
Online Care Package
Starving Children (Mommy & Children) $23 Starving & Solution (Meals and More & GII) $25
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NEW B R A N D I D E N T I T Y “ A GLOBAL COMPANY who COMPANY who CARE CARE about about the POVERTY and INJUSTICE in COMMUNITY COMMUNITY around around the world ” ”
1. 2.
Target pe people`s EMOTION & URGENCY
COMMUNICATES a clear message as an organization 3.
INSPIRE people
People COMFORTABLE COMFORTABLE to to donate & SATISFIED
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2008 Marketing Campaign
“ Defending Defending DIGNITY
Fighting POVERTY ” ”
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established in 1967
focuses on health care, schools, increasing in creasing crop crop yields, providing clean water and sanitation
provides multi-year funding of 3 to 5 years to promote long term engagement
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CARE Indonesia’s Program
Sulawesi Rural Development Project
providing access access to hygiene facilities.
Ama an Ti Tirt rta a' progra The Am program m
target the poorest in rural areas
distribute and market Air Rahmat, (inexpensive water purification)
The 'WASHES' project focused on latrine construction and community-base community-based d resource mobilization.
