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CARE Misperception

Variety of Logo in 1994

PROBLEM

CREATING IMAGE of INCONSISTENCIES CREATING GAP between PERCEPTIONS and REALITY

Creating New Brand


Through assistency of

Vision and Mission Market Research Brand Strategy The Logo The Tagline

Vision and Mission

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

RESULT Unaided Awareness 4 % Aided Awareness 56%

Brand CARE International Strategy

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

Desired CARE international Brand Footprint

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

A Bold visionart Compassionate Strategist In-the-thick of it

The Shifting of CARE perception


Old
Big and Static Vague, Unfocused CARE Packages Long-term Development Remote People On the Ground Charity

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

Together, Where the end of Poverty Begins.

Challenges Facing CARE and the New Brand


Changing International Organizational Structure

Challenge

Direct-Mail Strategy

Shrinking Donor Pool

Challenges Facing CARE and the New Brand Changing Shrinking Direct-Mail
Structure Donor Pool
Drop from 1999-2002

Strategy

Recognize of the need

Learn a number of things

Rebranding process

CARE donor loyalty cycle

Current base of donors

Set a precedent

Corporate partnership

Direct-mail and telemarketing

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

Rebuilding the donor pool


The type of direct-mail programs???

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