BOOKS ABROAD

DESIGN REFRESH AND MARKETING STRATEGY 2012

INTRODUCTION

•Why am I here?

•What is the purpose of this presentation?

•The guidelines.

MISSION STATEMENT

“Books Abroad promotes literacy, education and understanding, which provide the means of a sustainable escape route from the plight of poverty. We recycle used books by sending them to schools and other institutions in developing countries. We should aspire to meet the worldwide demand for recycled books, whilst maintaining a quality level of service.”

OBJECTIVES/ VISION

•Refresh the website. •Establish an online presence.•Create a range of presentations.•Create rich media.•Establish suitable consistency within the print media.•Raise local awareness. •Work towards the potential of marketing specific “products”.•Determine potential avenues for collaboration.•Enhance our reputation as a transparent, green charity who maintains low overheads.•Bring the brand identity of Books Abroad to life through its design and imagery as well as social media presence.•Look to 25th anniversary achievements as inspiration.

COMPETITION

Nation/Worldwide Popular CharitiesOxfam (second hand books), Rspca, Greenpeace, Marie CurieCancer Research UK, UNICEF etc.

National RelatedComputers for Africa/ Computers to Africa/ Computer Aid InternationalThrive Africa UK Book Aid International (UK)Room to read (Europe)National Literacy Trust (UK) TEABAG (UK)The Book Bus (UK)READ International (UK) Local Mary’s Meals

CURRENT TRENDS

•Current economic climate. •Online donation growth.

•Idea of a “story”, think of “Compare the Meerkat”.

•Marketing in general - shift from a “top down approach” to the idea of consumer generated content (word of mouth, conversation).

CHALLENGES

Some of the challenges we may face:

•Pulling everything together early enough.

•Finding a suitable team to maintain the online presence (blog, facebook, twitter, flickr, linkedin.)

•Sticking to guidelines for quick fix promotional materials.

•Sticking to aspirations of collaborations with local institutions, schools etc.

•Maintaining donor loyalty.

FREQUENTLY ASKED QUESTIONS

For the website which questions are asked often, i.e:

•How do we send items abroad?

•Are you affiliated with a religious or government organization?

•Why should I support this organization when there are people in need in my own country?

•How do I stay updated on the work Books Abroad is doing?

•How can my school partner with you to help promote your work?

VISUAL IDENTITY

•Fonts

•Colour palette

•Slogan

•Logo

•Imagery

•Copy/tone of voice

FONTS

BOOKS ABROAD - CAMBRIA

Encyclopaedia BritannicaJanson/Bembo - Janson ssi?

TIMES NEW ROMAN

BOOK ANTIQUA

BOOKMAN OLD STYLE

CENTURY SCHOOLBOOK

CONSTANTIA

PALATINO LINOTYPE

BASKERVILLE OLD FACE

PERPETUA TITLING MT

COLOUR PALETTE

COLOUR PALETTE

•Basic colours – “certain nationalisms, beliefs or messages”

•Quiet colours – “sense of calmness or nostalgia”

•Muted colours – “austerity and tradition”

•Culture – “neo-indigenous look”

•Natural colours – “no-nonsense, or “earthy” presentation”

•Accent colours – “call attention to a particular element”

SLOGAN

“Alleviating poverty through education”

History of Books Abroad LogoBefore the days of structured alphabets, early man used simple stone carvings to portray images and signs to represent the sounds they made to communicate with each other. Similar drawings, later developed by the Phoenicians around 1200BC, were called “Pictographs” or “Pictograms” and consisted of the things around them, such as people, animals, tools and water. The symbols below show the evolution of the Pictogram for “Ox” into the Phoenician “aleph” and later into the Greek “alpha”. The formation of our word “alphabet” comes from a hybrid of the Greek “alpha” and “beta”, whose origin was found in the early pictogram for house.

Early symbol for "ox“ Phoenician "aleph“ Greek “alpha”

LOGO

IMAGERY

Other Inspiration

COPY/ TONE

Currently quite formal at times and geared more towards one client - the trusts.

Quite a difference between the general tone and the blog.

Need to cater for different users.

MARKETING CHANNELS

•Website•Rich Media•Social Media•Print•PR •Events•Presentations•Potential Collaborations•Word of Mouth•Customer Relationship Management

WEBSITE

Things I’d like to see on the website:

•Social Media mentions

•Twitter Feed/ More emphasis on blog feed.

•Video to tell our story.

•Infographic to explain the journey of our books.

•More suitable content layout for ease of access for different groups.

•Consistent “Donate here button”/ more emphasis on call for action.

WEBSITE

•Calendar of events

•Pinned world map

•Meet the trustees/ volunteers

•More emphasis on our photos

•FAQs

•Downloadable fundraising materials – posters/ sponsor sheets etc.

•“Book quote of the week”

•“Find/Gem of the week”

RICH MEDIA egs

The Fantastic Flying Books of Mr. Morris Lessmore (2011) http://www.youtube.com/watch?feature=player_embedded&v=Adzywe9xeIU#!

Countdown to rhino extinction?

http://www.youtube.com/watch?v=tIaM8dkns2E

Do You Own Stuff Made By Slaves? http://www.youtube.com/watch?v=XTvyEa9c8Is&feature=player_embedded

RSA Animate - Drive: The surprising truth about what motivates us. http://www.youtube.com/watch?v=u6XAPnuFjJc&feature=related

The Book Effect - Read International http://www.youtube.com/watch?v=r5rUpiHeR4M&feature=player_embedded

Thrive Africa UK _ Millennium Development Goals http://www.youtube.com/watch?v=Np8XjmzLnRI&feature=player_embedded

TEABAG Charity: The Education and Book Appeal: Ghana http://www.youtube.com/watch?v=M3EqFsaWKas&feature=youtu.be

Opening of Room to Read's 10,000th Library, Pokhara, Nepal http://www.youtube.com/watch?v=Wtb4eP0Afkc&feature=player_embedded

RICH MEDIA

SOCIAL MEDIA

•Online Presence, conversation, consumer generated content, referral.

•Platforms:

•Blog

•Facebook

•Twitter

•Flickr

•Linkedin

•Youtube

”INFORMATION FLOWS MUST BE REAL TIME NOT BATCH TIME”

PRINT

•Consistency throughout the website and all print materials.

•Refresh the brochure.

•Posters

•Business cards?

•Flyers

•Downloadable sponsor sheets?

•Accessible files and suggestions for new print materials.

PR

Further use of local resources.

Bring out all publication mentions from storage and list on the website.

Look at collaborations to build awareness.

EVENTS

•Calendar

•Special days and weeks throughout the year i.e. pancake day

•Local events ie:

•Lumsden Primary Literacy Week

•Garden Open

•Rhynie Gala

•Lonach Games

•Huntly Hairst

PRESENTATIONS - SLIDESHARE

“SlideShare is the world's largest community for sharing presentations. With 60 million monthly visitors and 130 million pageviews, it is amongst the most visited 200 websites in the world. Besides presentations, SlideShare also supports documents, PDFs, videos and webinars.”

POTENTIAL COLLABORATIONS

•Schools

•Universities

•Rotaries

•Other Similar Organisations

WORD OF MOUTH

•For every 1 they tell 20.

•Links in with social media/ online presence.

•Encourage this for local events also.

•Getting the schools involved for every 1 child they will tell parents and other family members.

CUSTOMER RELATIONSHIP MANAGEMENT

We still need to “keep ‘em sweet”.

“Books must be in good condition i.e. no broken spines or mended with tape, where applicable not older than approx ten years.”

STORIES

PRODUCTS

•5 pounds for 8 books

•25 pounds for 8kg

•1 palette 2000 pounds

•Sponsor a school

•Trips

•Etc etc

MAINTAINING MARKETING STRATEGY

•All preparations must be considered in advance.

•A suitable team should be elected.

•Training will be given.

•Effort must be taken not to stick with what is comfortable and slowly allow development to take place.

MY QUESTIONS

•Logo refresh?

•Prospect of a fundraising committee?

•Prospect of collaboration suggestions?

•Footage from Steve?

•Access to presentations given by current trustees?

•Products?

•City names within each country for map - too many?

•Can I buy the calendar for the meeting room?

THANK YOU