Guide Dogs bares its teeth: a brand that delivers for campaigning

Liz Marshall, Senior communications officer

Guide Dogs is the UK’s “smiliest” charity…

“Which of the following faces best represents how you feel about – Guide Dogs”

Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain Source: nfpSynergy, Brand Attributes Monitor, Nov 12

2%

2%

4%

4%

7%

81%

3%

2%

6%

6%

10%

73%

2%

3%

4%

5%

6%

81%

0% 20% 40% 60% 80% 100%

Nov 12 Nov 11 Nov 10

4

Emotional response to Guide Dogs

Emotional affinity with Guide Dogs

1%

2%

2%

13%

28%

36%

35%

36%

1%

1%

4%

13%

27%

34%

35%

36%

1%

1%

3%

11%

8%

27%

32%

38%

35%

0% 10% 20% 30% 40% 50%

I think they would intimidate me

I think we would argue

I think they would bore me

I don't think we would have much in common

I think they would challenge me to think about issues orchallenges

I would like to get to know them

I would like to talk to them

I think they would inspire me

I think we would become friends

Nov 12 Nov 11 Nov 10

“Just imagine if Guide Dogs/ Guide Dogs for the Blind was a person, which of the following statements best describes your reaction to them?”

Base: All those aware of Guide Dogs/Guide Dogs for the Blind (1167) among 2,007 adults 18+, Britain Source: Brand Attributes, Nov 2012, nfpSynergy

5

Brand refresh 2009 - 2011

§  Extend brand beyond dogs: services and campaigning

§  Grow income and engage new audiences

Two business drivers:

To support ambitious corporate strategy 2010 - 2020

Brand positioning and manifesto

Brand mission and values

Tone of Voice

Our campaigning approach

§  Positive, solution focused campaigning §  Shows our passion and determination §  Become the voice of blind and partially sighted

people §  Real stories – shows our human side

Dog Attacks campaign

§  Government announced compulsory micro chipping for all dogs from 2016

§  Government also announced intention to treat attacks on assistance dogs as seriously as attacks on a person

§  Moved from non campaigning to 79% of MPs aware of campaign (in 4 years)

§  Profile: media coverage reach 21 million. §  Charity brand index §  CIPR Award 2013

Work in progress…

§  Service tension. Guide dog owners scared to leave home.

§  Maximising impact of our campaigning profile for fundraising data collection.