Present

MM6016 Branding and Marketing Communication

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Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem

CARE USA

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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. 2. 3. 4. 5.

SUBSTANTSIAL CONFUSION LACK OF CONNECTION INCONSISTENCIES GAP REVENUE

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The need of change from CARE old portrait

Exhibit 7
FY`02: $26,520 No message being sent

Exhibit 11

Exhibit 5

FY`01: $25,168

Lot of logo styles

Old mental picture of organization Unfocused vision & mission Immobile in growth and development Taglines is not creative

CONFUSION INCONSISTENCY

LACK of CONNECTION

GAP

MODERATE REVENUE

Low Awareness
B RA N D R EV I EW

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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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The process to the new brand identity

BRAND MANTRA BRAND STRATEGY

Brand footprint 3 Focused program Creative visual Logo tagline

BRAND POSITIONING & VALUES

Vision mission Organization focus on poverty Market research

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POSITIONING STATEMENT
Exhibit 8 VISION ....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 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

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LOGO and TAGLINE

Consultant & Adv Agency

Association: COMMUNITY Core: HUMANISM Mantra

Brand function: Charity Descriptive: Humanity Emotional: Care
Shared experienced movement helpful

2002
Exhibit 13

a commnunity of hands

humanism, self-expression and industriousness.

Lower-case logotype:

people hunger change care

accesible and straightforward

Earth-tone pallete:

warmth, optimism, grounded sensibility

development
connected

Many color photographs:

people caught in their daily activities

where the end of poverty begins

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What does the rebranding imply

for CAREs marketing communications efforts targeting individual donors?

Telling the URGENCY message

ATTRACTING NEW DONORS

COMFORTABLE & SATISFIED

ACQUIRING donors efficiently &effectively

ADDING CREDIBILITY

provide SOLUTIONS

Competitors

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Marketing Activities
Media Publications

Exhibit 19
Average Contributions to the Program Direct Mail
News Publications Subscribers, Meals & More, GII, Pigeon Peas

Starving Children (Mommy & Children) $23 Starving & Solution (Meals and More & GII) $25

Online Care Package

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NEW B R A N D I D E N T I T Y
A GLOBAL COMPANY who CARE about the POVERTY and INJUSTICE in COMMUNITY around the world

2.

1. Target people`s EMOTION & URGENCY COMMUNICATES a clear message as an organization 3. INSPIRE people

People COMFORTABLE to donate & SATISFIED

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2008 Marketing Campaign

Defending DIGNITY Fighting POVERTY

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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 Indonesias 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