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Brand Strategy and Key Messages Prepared for Gift of Adoption Fund

Brand Strategy and Key Messages Prepared for Gift of Adoption Fund. Agenda. Taproot Team Introductions Project Overview Gift of Adoption Mission and Vision Brand Strategy Key Messaging Platform How to Use This Document Implementation. Agenda. Taproot Team Introductions

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Brand Strategy and Key Messages Prepared for Gift of Adoption Fund

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  1. Brand Strategy and Key Messages Prepared for Gift of Adoption Fund

  2. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  3. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  4. Taproot Service Grant Team 8/26/2014

  5. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  6. PROJECT OVERVIEW OBJECTIVE: • Help Gift of Adoption develop brand strategy and craft key messaging that support the new mission, vision and business plan • Gift of Adoption seeks to provide more children with permanent families by increasing the number of donors and the overall pool of funds to support the adoption efforts of adoptive families. 8/26/2014

  7. PROJECT OVERVIEW STRATEGY: • Draft brand strategy (including positioning, core attributes, brand personality and key audience identification) • Re-brand Gift of Adoption such that it appeals to a wider donor base. • Draft key messaging (extend the brand strategy into concise language for both general and specific audiences) • Provide platform for organization to develop effective communication strategy 8/26/2014

  8. PROJECT OVERVIEW TACTICS: • Discovery Interviews • Adoptive Parents • Employees, Staff • Donors • Board Members • Member Discussion • Secondary Research • MarCom Audit 8/26/2014

  9. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  10. Gift of Adoption Vision The Gift of Adoption Fund aspires to create a new industry of philanthropic giving by making adoption a charitable endeavor.   You don’t need to adopt a child yourself to make sure a child will be adopted into a loving home.     8/26/2014

  11. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  12. Brand Strategy - Background • Each brand has a set of characteristics or impressions that come immediately to mind when a consumer hears or sees your name • Strong brands express the promise behind an organization • Deliver a differentiated brand promise • Speak to the “head and the heart” 8/26/2014

  13. Brand Strategy Building Blocks 13 8/26/2014 8/26/2014

  14. BrandStrategy 8/26/2014

  15. Brand Strategy Building Blocks 15 8/26/2014 8/26/2014

  16. Positioning Statement Unlike other organizations serving children, Gift of Adoption is a universal provider for children in need of adoption that will quickly provide the financial assistance needed to qualified families to take a child out of danger and put them into a good loving home where he/she can thrive. 8/26/2014

  17. Brand Strategy Building Blocks 17 8/26/2014 8/26/2014

  18. BrandCharacter • Attributes that describe our organization • Driven for results • Nimble • Passionate • Leader • Inspiring • Inclusive 8/26/2014

  19. Brand Strategy Building Blocks 19 8/26/2014 8/26/2014

  20. Key Messages- Background • Every organization should have a “key message platform” consisting of the following 4 components:* • Differentiating Positioning Statement • Key Messages • Supporting Proof Points • Customer Statements *Source: Kevin B. Levi, The Art of Key Messaging Platform, Winning Message, LLC. 8/26/2014

  21. Key Messages-Target Audiences • Individuals and organizations who can identify with the benefit of providing children with permanent homes and a chance to thrive. • Understand the needof 140M children to be part of a loving, permanent family. • See it as their duty to act on behalf of these children. • Three different approaches for messaging based on the audience need from Gift of Adoption: • Donor • Recipient • Beneficiary/Media • The messages provided in this platform were developed from the branding research, insights and brand strategy. They attempt to integrate a number of key findings and key audience perspectives collected from those efforts. 8/26/2014

  22. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  23. DonorKeyMessages You know a safe and loving home is the only permanent solution for a child in crisis. And you’d like to help. By donating to Gift of Adoption your generosity will give qualified parents the funds they need to complete the adoption process, bring a child out of harms way and into a loving family. Our program is tried and true -- ensuring your donation will swiftly go to a qualified family who needs it, regardless of race, religion or marital status. Children without families suffer needlessly. Don’t let another precious moment of childhood slip them by. You can help a child out of danger and into a warm, loving home today. You don’t have to adopt to give a child a family. 8/26/2014

  24. RecipientKeyMessages You want to bring your child home. We do too. If you are struggling to complete the adoption process or hesitant to start, Gift of Adoption Fund wants to help. A Gift of Adoption Fund grant will help remove the financial obstacle to bring your child home. Gift of Adoption is the premier adoption assistance organization - putting adoption in reach by granting the last necessary funds to qualified families who need financial assistance regardless of religion, race, or marital status. Gift of Adoption. We can put adoption in reach for you and put a child in her place – your home. 8/26/2014

  25. Beneficiary/MediaKeyMessages We believe a child without a family is one of life’s great tragedies because a child without a permanent home suffers. Orphanages. Foster homes. Places like these do not offer permanent solutions for the more than 140 million children who need a family. All children deserve the dignity and love that comes from being a part of a family. Gift of Adoption is committed to creating those families. Gift of Adoption is a national charitable organization that inspires adoption by providing grants to qualified parents – giving children who need families a permanent home and a chance to thrive. Through Gift of Adoption, you can give to adoption like you give to other causes. Even if you can’t open your home, you can open your heart and transform the life of a child. 8/26/2014

  26. Supporting Proof Points During the Discovery phase we asked the questions of our participants What does GOAF do? Here are the verbatims: “helps create families” “completes the adoption process” “helps make adoption possible” “brings babies home” “creates instant love” “brings happy families together” “helped us find our calling” “gives children an amazing opportunity” 8/26/2014

  27. Supporting Proof Points During the Discovery phase we asked our participants to describe GOA.Here are the findings: • Focused, Professional, Easy to Work With • The commitment and passion of the staff and leadership of GOAF • Inclusive • GOAF does not discriminate or have requirements of the family during the adoption process • Reinforces the commitment the staff has to lessening social services • Passionate, Committed to Results • Demonstrated by actions of the staff and bringing children and families together 8/26/2014

  28. Customer Statements • Beliefs & Values • Whether I’m in a position to open my home or not, through my donation I can help give a child the opportunities that only come with being a part of a good loving family. • A child without a family suffers. I can be a very important part of the solution by donating to GOAF and helping to move a child into loving family and giving them a chance to thrive. • Benefits • Confidence that I am funding successful adoption and changing lives. • My investment will enable a child without a family to find a good, loving family and provide him or her a good safe future. • Gift of Adoption is a professional organization that delivers on its promise to unite children with loving families, without restricting its service based on religion, race, marital status, etc. • Attributes • Inclusive of all qualified adoptive families • Puts adoption in reach • Inspires adoption • Changes lives of children 8/26/2014

  29. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  30. How to Use This Document • Initial Framework: • This platform is for GOA to ensure clear and focused messaging to all target audiences. • Regardless of the communication vehicle, the user should identify the target message recipient, consult the key messages for that audience, and make the message consistent, clear and meaningful. • Strategic Tool: • To guide both WRITTEN and VERBAL key message delivery within and without the organization. • Beyond printed materials, use this document to form word-of-mouth messaging for your constituents. Encourage your alumni, donors, volunteers, faculty and staff to spread the good news about your work to their network using their own personal experiences to tell their story. • Training Document • This document could be used to train internal stakeholders and integrate the key messages into the relevant internal and customer-facing communication vehicles, including its Web site, brochures, case studies/success stories, annual report and press release template. 8/26/2014

  31. Agenda • Taproot Team Introductions • Project Overview • Gift of Adoption Mission and Vision • Brand Strategy • Key Messaging Platform • How to Use This Document • Implementation 8/26/2014

  32. Implementation • Marketing Communications Audit • Name and Visual ID Recommendation • Key Messages – Templates • Examples on Execution 8/26/2014

  33. Marketing Communications Audit • Assess communication materials that have been used previously to target audiences • Looking for consistency with new Brand Strategy and Key messages • Reviewed materials included: • Press releases • Website • Donor letters / solicitations • Newsletters • Direct mail • Others 8/26/2014

  34. Marketing Communications Audit 8/26/2014

  35. Marketing Communications Audit Findings: • No major changes are required • Most materials are consistent with the new key messages and the brand strategy • Opportunities exist to “tighten” the messages and focus on a defined targeted audience Recommendations: • Review all materials - document target audience, and assess opportunity to enhance or rewrite messages • Ensure that materials are aligned with business objectives and support the tactical plans for achieving those objectives • Take every opportunity to ensure consistency and frequency in the key messages • Incorporate key messages wherever possible 8/26/2014

  36. Name / Visual ID Recommendation • Objective: to assess whether the existing logo and name for the organization are consistent with the new Brand Strategy and Key messages • Note: • As an integral part of all current activities, programs and promotions the practical implications of a change to the name and logo would constitute a significant initiative • This was viewed in a qualitative manner and is presented as a “directional” recommendation 8/26/2014

  37. Name / Visual ID Recommendation Name: Gift of Adoption Fund aka: GOAF Recommendation: • Keep the official name for legal purposes, but consider dropping the “Fund” and “F” in promotional pieces • Gift of Adoption; GoA (or GOA) • Ensure this is consistently utilized throughout all communications Rationale: • The name conveys various aspects of the Brand attributes that were determined to be important, and is complementary to the Brand Strategy and Key messages • “Gift” speaks to the philanthropic high order benefits that motivates your target donor base, while adoption tells what you do • “Fund,” as used in this instance, does not add any benefit or clarification to the organization name • 2-3 word names and / or acronyms tend to be more recognizable, easy to remember 8/26/2014

  38. Name / Visual ID Recommendation Visual ID / Logo: Gift of Adoption Fund Recommendation: • No changes are recommended at this time. However, with time if the name recommendation is adopted, we suggest removing “Fund” from the logo. Rationale: • Logo is consistent with naming recommendation • “Look and feel” are consistent with the brand attributes, and strategy • Logo is complementary to the key messages • It is easy to read and visually translated, the symbol implies “love” and “family”; two essential elements to the organization. • It is easily transferable on many marketing elements 8/26/2014

  39. Key Messages: Templates Templates: • 10 second “elevator pitch” • Company description: • 15 word • 25 word • 100 word • 250 word • Press release boiler plate 8/26/2014

  40. Key Messages: Templates Templates: • Elevator Pitch • Company description • Boilerplate news release 8/26/2014

  41. Examples on Execution Examples: Press Release • Purpose and target of release? • Does this support key messages? • Lead with need of children and appeal to help • Include standard descriptions and footers from key messages • Utilize “boilerplate” footer for all press releases 8/26/2014

  42. Examples on Execution Examples: Background / Statistics • Purpose and target of document? • Does this support key messages? • Logo is consistent • Lead with need of children and appeal to help – “What happens” to top • Review other points to ensure they support messages – revise as required 8/26/2014

  43. Examples on Execution Examples: “All she wants …” brochure • Uses logo and name effectively • Focuses on child 8/26/2014

  44. Examples on Execution Examples: “All she wants …” brochure • Purpose and target of document? • Does this support key messages? • Highlights child • Starts with “Desperate need” consistent with messaging of crisis • But then focuses on parents with children • Quote – “humbled to have been chosen” – does this support inclusiveness? 8/26/2014

  45. THANK YOU! 8/26/2014

  46. 8/26/2014

  47. BACKGROUND AND SUPPORT

  48. Gift of Adoption Background & Support • Studies have shown that most people in the U.S. have been favorably touched by adoption, either though a friend or a relative.  Our immediate task is to convert a small fraction of these individuals into active donors by spreading the word that: • We would like people to give to adoption as they do hunger or education, because a loving and caring parent is also a basic human need.  In fact, study after study has shown that most children who grow up without the care of a permanent family will suffer from mental illness and experience poor life outcomes. Children living in a foster home or orphanage who do not get adopted are much more likely to drop out of school, commit crime and become homeless. • Adoption prevents the tragic slide of these children’s lives, as families are the bedrock of how children develop and learn. Families are the best social service system of all. And, the dignity that comes to a child from being fed, taught and having his medical needs attended to because his is part of a family (rather than because it is someone’s job or charity to care for him) is literally immeasurable. • The Gift of Adoption Fund aspires to create a new industry of philanthropic giving by making adoption a charitable endeavor. • Create loyal donor support due to the confidence that our donors are helping a child permanently move from a life of despair to hope, and through an intimacy we will support between our donors and those we help. • Success will allow us to meet our ambitious goals: • Support a doubling of the percentage of families who continue on their adoption journey, confident that funds will be available to complete their adoption5x growth in grants, to 365/year up to $10,000/family • Operational excellence, with greater than 90% of our expenses going toward grant program 8/26/2014

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