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helping

helping. CISV. become. “. by 2009 a larger network of strong National Associations in every continent. “. a consistent. …by building. brand. identity. the process. facts. &. figures. (of the process). 3,100. Total number of responses to all the surveys. 61.

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helping

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  1. helping CISV become “ by 2009 a larger network of strong National Associations in every continent “

  2. aconsistent …by building brand identity

  3. the process

  4. facts & figures (of the process)

  5. 3,100 Total number of responses to all the surveys 61 Number of nationalities involved 8,870 Number of visitors on project web site 350 Number of external people involved 14 Number of focus groups 29 Number of interviews conducted 4 years Time spent on building the new identity(including CISV’s Strategic Planning process and the Rebranding process)

  6. the process 1 Jan05 - Jan06 brand audit Strategic Planning

  7. the process 1 Jan05 - Jan06 brand audit Visual audit

  8. unified endorsed multiple brand brand linked consistently brands apparently unrelated single brand everywhere How CISV is seen Thinking locally; acting locally Integrated- - - - - -- - - - - - - - - - - - - - - - - - - - - - - Fragmented 6 5 4 3 2 1

  9. the next steps 1 2 3 Apr - Aug Jan05 - Jan06 brand audit finding a satisfactory identity Decision- making

  10. thenew brand identity

  11. NB. This is not the final artwork

  12. NB. This is not the final artwork

  13. NB. This is not the final artwork

  14. NB. This is not the final artwork

  15. NB. This is not the final artwork

  16. NB. This is not the final artwork

  17. A new brand…

  18. it’s about CISV’s values

  19. cooperation “I remember the joy of working with others and. . . the great feeling when things succeeded after working together for a common goal” Gitte, Denmark

  20. engaging “…in school you learn on purpose with your ‘head’, but in a camp... you learn ‘by the way’, by playing, by feeling, laughing.”

  21. inclusiveness “CISV is for me a unique world which doesn’t care about borders and about differences”Karel, Czech Republic

  22. enthusiasm “I value the ability that CISV has to inspire – CISV drives people to use what they have learnt. . . and to try and make a difference in the lives of others.”

  23. friendship “My schoolyard perspective was replaced by a global one. My Village address list was my own personal map of the world.”Pat, Canada

  24. A new brand…

  25. reflecting arediscovered identity

  26. atool forclarifying whatCISV stands for

  27. & internally externally

  28. presenting a more accurate & reliable brand to parents participants volunteers educators & donors

  29. A new brand…

  30. it’s about rediscovering CISV’s DNA

  31. helping CISV become better known

  32. it’s about revitalizing CISV

  33. Change it’s about… for ensuring & growth continuity

  34. unified endorsed multiple brand Where we would like to be Integrated- - - - - -- - - - - - - - - - - - - - - - - - - - - - - Fragmented 6 5 4 3 2 1

  35. consistency what could mean?

  36. the next steps 4 1 2 3 Sep - Jan05 - Jan06 brand audit implementation brand guidelines

  37. How to use it

  38. How to use it

  39. How to use it

  40. How to use it

  41. How not to use it

  42. the next steps 4 1 2 3 Sep - Jan05 - Jan06 brand audit implementation Brand management tools

  43. the next steps 4 1 2 3 Sep - Jan05 - Jan06 brand audit implementation 5-year brand strategy

  44. Five year PR & Marketing strategy……a three tier push-pull approach Brand identity and management implementation to achieve a consistent brand 1 Push Awareness raising 2 Pull Participant growth Income generation Raised profile 3

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