Professional Documents
Culture Documents
PROBLEM
Vision and Mission Market Research Brand Strategy The Logo The Tagline
Vision
We seek a world of hope, tolerance, and social justice, where poverty has been overcome and people live in dignity and security.
CARE International will be a global force and partner of choice within a worldwide movement dedicated to ending poverty. We will be known everywhere for our unshakable commitment to the dignity of people.
Mission
CARE Internationals mission is to serve the individuals and families in the poorest communities in the world. Drawing strength from our global diversity, resources, and experience, we promote innovative solutions and are advocates for global responsibility. We facilitate lasting change by:
Strengthening capacity for self-help Providing economic opportunity Delivering relief in emergencies Influencing policy decisions at all levels Addressing discrimination in all its forms
Guided by the aspirations of local communities, we pursue our mission with both excellence and compassion because the people whom we serve deserve nothing less
Market Research
Low Awareness Vague image of organization Viewed as an empathetic but not particulary effective organization Focus Group Perceptions
A big organization that has been around for a while Fading fame compared with Red Cross and UNICEF
Brand Position
A Vague, staid organization that helps in the third world
Brand Objective
A united, global force helping communities realize lasting victories over poverty
Conceptual Target: Skeptical Progressives Core Desire: To fuel change that matters and lasts Role of the Brand: CARE confronts root causes of poverty head-on Compelling Truth: CARE enables the worlds poorest communities to create sustainable solutions to their most threatening problems Selling Idea: CARE. United, We can build change that truly matters
CARE means
A united global force for the eradication of poverty and its injustices Sustainable solutions to rooot causes of poverty Community self-reliance
CARE is
Proven Accomplishments Global Force Clear, Unwavering Purpose Root Causes of Poverty Sustainable Solutions Communities In-the-thick of it Movement
New LOGO
Community of Hands - Humanism Circular Shape - Global scope - Unity - diversity Earth-toned color - Warmth - Optimism - Grounded sensibility Noted: The logo stillprotested in AUSTRALIA and JAPAN Lower-case logotype - Accessible - Straightforward organization
The Tagline
A Tagline is A High-profile opportunity to say one thing about the organization
Challenge
Direct-Mail Strategy
Challenges Facing CARE and the New Brand Changing Shrinking Direct-Mail
Structure Donor Pool
Drop from 1999-2002
Strategy
Rebranding process
Set a precedent
Corporate partnership
Conclusions
New brand was working well with existing donors, staff, and majorgift donors
CARE could leverage what the organization had learned during the branding process