care usa
DESCRIPTION
Branding and Marketing Communication. A group assignment for class discussion. Feel free to give us any comment as sharing knowledge along with your rate.TRANSCRIPT
P r e s e n t
CARE USA
MM6016 Branding and Marketing Communication
29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa Mirhelina29111387 F X Kresna Paska29111398 Aqsa Adhiperwira29111400 Fajar Liem
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#FACTS Case Highlights
1945: Cooperative for American Remittances to Europe
distributing FOOD 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 POVERTY throughout the world FOOD PROVIDER
2002: LARGEST HUMANITARIAN RELIEF ORGANIZATIONS in the world.
90% PROGRAM ACTIVITIES - 10% FUND RAISING
Their donors are ADULTS 35 and up, college EDUCATED, with an average SALARY ABOVE $75,000
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#Problem Case Highlights
MAJORITY of FUNDING through GOVERNMENT 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 they would fulfill their MISSION STATEMENT
Many different areas of humanitarian work that the average donor
was unsure of what Care 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. SUBSTANTSIAL CONFUSION
2. LACK OF CONNECTION
3. INCONSISTENCIES
4. GAP
5. REVENUE
Low Awareness
CONFUSION GAPLACK ofCONNECTION
INCONSISTENCY MODERATEREVENUE
The need of change from CARE old portrait
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Ex
hib
it 5 FY`01: $25,168
FY`02: $26,520
Ex
hib
it 7 Lot of logo styles
No message being sent
Ex
hib
it 1
1 Old mental picture of organization
Unfocused vision & mission
Immobile in growth and development
Taglines is not creative
B R A N D R E V I E W
“Every CARE package is a personal contribution to the world
peace our nation seeks. It expresses American concern and
friendship in a language all peoples understand”
(President John F Kennedy, 1962)
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BRAND POSITIONING & VALUES
• Vision mission
• Organization focus on poverty
• Market research
BRAND STRATEGY
• Brand footprint
• 3 Focused program
BRAND MANTRA
• Creative visual
• Logo
• tagline
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The process to the new brand identity
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POSITIONING STATEMENT
“A GLOBAL FORCE and PARTNER of CHOICE focus on ENDING POVERTY
serving in INDIVIDUALS and FAMILIES in the POOREST COMMUNITY in the world
with INNOVATIVE SOLUTIONS”
Exhibit 8VISION“....CARE International will be a global force and a partner of choice within a worldwide movement dedicated to ending poverty”MISSION“To serve individual and families in the poorest community in the world…”
a commnunity of hands humanism, self-expression and
industriousness.
Lower-case logotype:
accesible and straightforward
Earth-tone pallete:
warmth, optimism, grounded sensibility
Many color photographs:
people caught in their daily activities
LOGO and TAGLINE
Exhibit 13
“where the end of poverty begins”
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Consultant & Adv Agency
Core: HUMANISM
Association: COMMUNITY
people
hunger
change
careconnected
development
helpful
movement
Shared experienced
MantraBrand function: Charity
Descriptive: Humanity
Emotional: Care
2002
Telling the URGENCY message
provide SOLUTIONS
ATTRACTING NEW DONORS
COMFORTABLE & SATISFIED
ACQUIRING donors efficiently &effectively
ADDING CREDIBILITY
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What does the rebranding imply for CARE’s marketing communications efforts targeting individual donors?
Competitors
Direct Mail
Online Care Package
Media Publications
News Publications Subscribers,Meals & More, GII,Pigeon Peas
Exhibit 19
Average Contributions to the Program
Starving Children(Mommy & Children) $23
Starving & Solution(Meals and More & GII) $25
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Marketing Activities
1. Target people`s EMOTION & URGENCY
2. COMMUNICATES a clear message as an organization
3. INSPIRE people
“A GLOBAL COMPANY who CARE about the POVERTY and INJUSTICE in COMMUNITY around the world”
People COMFORTABLE to donate & SATISFIED
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NEW B R A N D I D E N T I T Y
“Defending DIGNITYFighting POVERTY”
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2008 Marketing Campaign
CARE @ Indonesia
established in 1967
focuses on health care, schools, increasing 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
target the poorest in rural areas
providing access to hygiene facilities.
The Aman Tirta' program distribute and market Air Rahmat,
(inexpensive water purification)
The 'WASHES' project focused on
latrine construction and community-based
resource mobilization.
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2013 CARE Social Media
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