Do it pro bono. Brand Strategy and Key Messages Prepared for Gift of Adoption Fund.

do it pro bono.

Brand Strategy and Key Messages Prepared for Gift of Adoption Fund

04/21/23 2

Agenda

• Taproot Team Introductions• Project Overview• Gift of Adoption Mission and Vision• Brand Strategy • Key Messaging Platform• How to Use This Document

• Implementation

04/21/23 3

Agenda


• Implementation

04/21/23 4

Taproot Service Grant Team

Team Member Role Expertise

Joe Villanova Account Director Joe is an accomplished strategic marketing executive with over 15 years of demonstrated growth and success. He is currently providing marketing services through SJV Ventures, and previously worked with Baxter Healthcare, E. Merck and Celsis, Inc. He earned his Masters in Business Administration from Lake Forest Graduate School of Management and a Bachelor of Science from Boston University.

Jennifer Maniscalco Project Manager Jennifer is currently the Senior Marketing Manager for Stericycle, Inc. a US leader in regulated medical waste management. Having launched several successful products globally, Jennifer excels in strategic marketing and plan execution. She received a Master of Science in International Business from Roosevelt University and a Bachelors of Arts in Journalism and Mass Communication from Drake University.

Kimberly Young Brand Strategist Kimberly is currently the Marketing Manager for Exelon Corporation, and held previous marketing positions with Frankel, and Sears Roebuck & Co. She has a strong knowledge of consumer, business-to-business, and integrated brand marketing. She earned a Masters in Business Administration from Lake Forest Graduate School of Management and a Bachelors degree from Indiana University.

Stephanie Schall Marketing Manager Stephanie is a Director with the SmithBucklin Innovation Center. Stephanie’s background includes a focus on branding and communication strategy, new product development, and product management.. She earned a Masters of Business Administration from DePaul University and a Bachelor’s degree from Loyola University Chicago.

Donna Bozzo Copywriter Donna is an experienced freelance copywriter who has worked in a variety of settings including work with advertising agencies, news stations and corporate communications. She has contributed numerous articles to magazines and newspapers including the Chicago Tribune, Brides, and Family Circle. Donna earned her Bachelor’s degree from Indiana University with a major in Journalism.

04/21/23 5

Agenda


• Implementation

04/21/23 6

PROJECT OVERVIEW

OBJECTIVE:

• Help Gift of Adoption develop brand strategy and craft key messaging that support the new mission, vision and business plan– Gift of Adoption seeks to provide more children with permanent

families by increasing the number of donors and the overall pool of funds to support the adoption efforts of adoptive families.

04/21/23 7

PROJECT OVERVIEW

STRATEGY:

• Draft brand strategy (including positioning, core attributes, brand personality and key audience identification)

– Re-brand Gift of Adoption such that it appeals to a wider donor base.

• Draft key messaging (extend the brand strategy into concise language for both general and specific audiences)

• Provide platform for organization to develop effective communication strategy

04/21/23 8

PROJECT OVERVIEW

TACTICS:

• Discovery Interviews

– Adoptive Parents

– Employees, Staff

– Donors

– Board Members

• Member Discussion

• Secondary Research

• MarCom Audit

04/21/23 9

Agenda


• Implementation

04/21/23 10

Gift of Adoption Vision

The Gift of Adoption Fund aspires to create a new industry of philanthropic giving by making adoption a charitable

endeavor.

You don’t need to adopt a child yourself to make sure a child will be adopted into a loving home.

04/21/23 11

Agenda


• Implementation

04/21/23 12

Brand Strategy - Background

• Each brand has a set of characteristics or impressions that come immediately to mind when a consumer hears or sees your name

• Strong brands express the promise behind an organization

– Deliver a differentiated brand promise

– Speak to the “head and the heart”

04/21/23 1304/21/23 13

Brand Strategy Building Blocks

Brand Strategy

Describes who we are, who we serve, and our promise to others.

Serves as the foundation for key messages.

PositioningStatement

Brand Character

• High-level statement that summarizes the essential elements of the brand.

• Attributes that describe our organization•These characteristics may not be referenced in the key messages

Key Messages

04/21/23 14

Brand StrategyTopic Question

Beneficiary Who do we serve?Children who need a family.

Need What do they need?Children need love, dignity, a chance for a full life and the sense of [belonging] that comes with being the permanent part of a good family.

Alternatives What are the alternatives to the products and services we offer that our target client has tried and found wanting? What is the likely client experience with this alternative; why does it not meet their needs?The alternatives, like foster care and orphanages are not permanent solutions. They do not provide the love, attention and opportunity an adoptive family can provide.

Our Offering What do we offer?We put adoption in reach -- inspiring good families to embrace children in need by providing the last funds necessary to complete the adoption. We provide a way for supporters to help these children even if they are not able to personally open their homes to help these children. We have a tried and tested program for ensuring that donations are used to fund successful adoptions by qualified parents who need some financial help in completing the process.

Competitive Advantage

What is it that we do better than anyone? Our focus is on giving children in need of families a chance to thrive. In doing so, we do not consider an applicant’s religion, race, marital status, etc in determining grant awards, only that they are qualified, demonstrate financial need and have shown a commitment to funding the adoption on their own. We make donors feel great about moving children in crisis out of danger, into a safe and loving home and on their way to a promising and stable future.

04/21/23 1504/21/23 15


Brand Strategy




Brand Character



Key Messages

04/21/23 16

Positioning Statement

Unlike other organizations serving children, Gift of Adoption is a universal provider for children in need of

adoption that will quickly provide the financial assistance needed to qualified families to take a child out of danger and put them into a good loving home where he/she can

thrive.

04/21/23 1704/21/23 17


Brand Strategy




Brand Character



Key Messages

04/21/23 18

Brand Character

• Attributes that describe our organization

– Driven for results– Nimble – Passionate– Leader– Inspiring– Inclusive

04/21/23 1904/21/23 19


Brand Strategy




Brand Character



Key Messages

04/21/23 20

• Every organization should have a “key message platform” consisting of the following 4 components:*

– Differentiating Positioning Statement– Key Messages– Supporting Proof Points– Customer Statements

Key Messages- Background

*Source: Kevin B. Levi, The Art of Key Messaging Platform, Winning Message, LLC.

04/21/23 21

Key Messages-Target Audiences

• Individuals and organizations who can identify with the benefit of providing children with permanent homes and a chance to thrive. – Understand the need of 140M children to be part of a loving, permanent family.– See it as their duty to act on behalf of these children.

• Three different approaches for messaging based on the audience need from Gift of Adoption:– Donor– Recipient– Beneficiary/Media

• The messages provided in this platform were developed from the branding research, insights and brand strategy. They attempt to integrate a number of key findings and key audience perspectives collected from those efforts.

04/21/23 22

Agenda


• Implementation

04/21/23 23

Donor Key Messages

You know a safe and loving home is the only permanent solution for a child in crisis. And you’d like to help.

By donating to Gift of Adoption your generosity will give qualified parents the funds they need to complete the adoption process, bring a child out of harms way and into a loving family. Our program is tried and true -- ensuring your donation will swiftly go to a qualified family who needs it, regardless of race, religion or marital status.

Children without families suffer needlessly. Don’t let another precious moment of childhood slip them by. You can help a child out of danger and into a warm, loving home today.

You don’t have to adopt to give a child a family.

04/21/23 24

Recipient Key Messages

You want to bring your child home. We do too.

If you are struggling to complete the adoption process or hesitant to start, Gift of Adoption Fund wants to help.

A Gift of Adoption Fund grant will help remove the financial obstacle to bring your child home. Gift of Adoption is the premier adoption assistance organization - putting adoption in reach by granting the last necessary funds to qualified families who need financial assistance regardless of religion, race, or marital status.

Gift of Adoption. We can put adoption in reach for you and put a child in her place – your home.

04/21/23 25

Beneficiary/Media Key Messages

We believe a child without a family is one of life’s great tragedies because a child without a permanent home suffers.

Orphanages. Foster homes. Places like these do not offer permanent solutions for the more than 140 million children who need a family. All children deserve the dignity and love that comes from being a part of a family.

Gift of Adoption is committed to creating those families. Gift of Adoption is a national charitable organization that inspires adoption by providing grants to qualified parents – giving children who need families a permanent home and a chance to thrive.

Through Gift of Adoption, you can give to adoption like you give to other causes. Even if you can’t open your home, you can open your heart and transform the life of a child.

04/21/23 26

Supporting Proof Points

During the Discovery phase we asked the questions of our participants What does GOAF do? Here are the verbatims:

“helps create families”“completes the adoption process”“helps make adoption possible”“brings babies home”“creates instant love”“brings happy families together”“helped us find our calling”“gives children an amazing opportunity”

04/21/23 27

Supporting Proof PointsDuring the Discovery phase we asked our participants to describe GOA.

Here are the findings:

• Focused, Professional, Easy to Work With– The commitment and passion of the staff and leadership of GOAF

• Inclusive– GOAF does not discriminate or have requirements of the family during the

adoption process

– Reinforces the commitment the staff has to lessening social services

• Passionate, Committed to Results– Demonstrated by actions of the staff and bringing children and families

together

04/21/23 28

Customer Statements

– Beliefs & Values• Whether I’m in a position to open my home or not, through my donation I can help give a

child the opportunities that only come with being a part of a good loving family. • A child without a family suffers. I can be a very important part of the solution by donating to

GOAF and helping to move a child into loving family and giving them a chance to thrive.

– Benefits• Confidence that I am funding successful adoption and changing lives.• My investment will enable a child without a family to find a good, loving family and provide

him or her a good safe future.• Gift of Adoption is a professional organization that delivers on its promise to unite children

with loving families, without restricting its service based on religion, race, marital status, etc.

– Attributes• Inclusive of all qualified adoptive families• Puts adoption in reach• Inspires adoption• Changes lives of children

04/21/23 29

Agenda


• Implementation

04/21/23 30

• Initial Framework:– This platform is for GOA to ensure clear and focused messaging to all target

audiences. – Regardless of the communication vehicle, the user should identify the target

message recipient, consult the key messages for that audience, and make the message consistent, clear and meaningful.

• Strategic Tool:– To guide both WRITTEN and VERBAL key message delivery within and without the

organization. – Beyond printed materials, use this document to form word-of-mouth messaging for

your constituents. Encourage your alumni, donors, volunteers, faculty and staff to spread the good news about your work to their network using their own personal experiences to tell their story.

• Training Document– This document could be used to train internal stakeholders and integrate the key

messages into the relevant internal and customer-facing communication vehicles, including its Web site, brochures, case studies/success stories, annual report and press release template.

How to Use This Document

04/21/23 31

Agenda


• Implementation

04/21/23 32

Implementation

• Marketing Communications Audit

• Name and Visual ID Recommendation

• Key Messages – Templates

• Examples on Execution

04/21/23 33

Marketing Communications Audit

• Assess communication materials that have been used previously to target audiences

• Looking for consistency with new Brand Strategy and Key messages

• Reviewed materials included: – Press releases– Website – Donor letters / solicitations– Newsletters – Direct mail– Others

04/21/23 34


Material / Program Type of comm

Target Target type Goal Size of audience*

Evaluation

GOA Website Website General / Donor / Recipient Current / Prospective Informational 1,000's Define primary objectives, focus on delivery of key messages

Internal update Newsletter Staff Internal Informational 10's Reinforce messages, highlight items supporting various attributes

"Grant notice" PR Press release Media / Donor Prospective Awareness of donation 100's Lead with key messages, focus on children, how others can contribute - impact of grant

Founders Council Proposal Presentation Donor Prospective Higher level donations > $xx 10's Ensure alignment with Donor key message

"Adoptive Families" reprint Journal Donor Prospective Support credibility of organization

100's Mention of GoA in article. Effectively addresses the point of financial need of recipients. Also subtly speaks to credibility of organization given print in journal.

"All she wants" mailer Direct mail Donor Prospective Donations 1,000's Review to ensure message being delivered, primary audience and goal of item

"Mylee" solicitation letter Direct mail Donor Prospective Donations 100's Review to ensure message being delivered, primary audience and goal of item

GoAF Fast Facts Background Donor Prospective Informational 100's Reinforce messages, highlight items supporting various attributes

Adoption statistics Background Donor Prospective Informational 100's Consider reordering points to highlight the "child" perspectives, and reinforce the "crisis" nature of the request.

Executive Summary - GoAF Background Donor / Recipient Prospective Informational / Donations / support credibility

100's Highlight key points early, hit on emotional drivers and reinforce brand attributes. Use the rest of the information as supportive detail.

"Direct Impact" E Newsletter Donor / Recipient Prospective / Current Donations 1,000's Reinforce messages, highlight items supporting various attributes

GOA News Alert - Radio show Press Release Donors / Recipient Current / Prospective Awareness 100's Could use footer to describe organization more completely. Also, what key message will be discussed in show segment.

Local chapter newsletters Newsletter Donor / recipient Current / Prospective Donations 100's Reinforce messages, highlight items supporting various attributes

REC Applicant letter Letter Recipient Prospective Informational / support 100's Reinforce key messages for recipients

GE

NE

RA

LD

ON

OR

04/21/23 35


Findings: • No major changes are required• Most materials are consistent with the new key messages and the

brand strategy – Opportunities exist to “tighten” the messages and focus on a defined

targeted audience

Recommendations:• Review all materials - document target audience, and assess

opportunity to enhance or rewrite messages • Ensure that materials are aligned with business objectives and

support the tactical plans for achieving those objectives • Take every opportunity to ensure consistency and frequency in the

key messages • Incorporate key messages wherever possible

04/21/23 36

Name / Visual ID Recommendation

• Objective: to assess whether the existing logo and name for the organization are consistent with the new Brand Strategy and Key messages

• Note: – As an integral part of all current activities, programs and

promotions the practical implications of a change to the name and logo would constitute a significant initiative

– This was viewed in a qualitative manner and is presented as a “directional” recommendation

04/21/23 37


Name: Gift of Adoption Fund aka: GOAF

Recommendation: – Keep the official name for legal purposes, but consider dropping the “Fund” and “F”

in promotional pieces– Gift of Adoption; GoA (or GOA) – Ensure this is consistently utilized throughout all communications

Rationale: – The name conveys various aspects of the Brand attributes that were determined to

be important, and is complementary to the Brand Strategy and Key messages– “Gift” speaks to the philanthropic high order benefits that motivates your target

donor base, while adoption tells what you do – “Fund,” as used in this instance, does not add any benefit or clarification to the

organization name – 2-3 word names and / or acronyms tend to be more recognizable, easy to

remember

04/21/23 38

Visual ID / Logo: Gift of Adoption Fund

Recommendation: – No changes are recommended at this time. However, with time if the name

recommendation is adopted, we suggest removing “Fund” from the logo.

Rationale: – Logo is consistent with naming recommendation– “Look and feel” are consistent with the brand attributes, and strategy– Logo is complementary to the key messages– It is easy to read and visually translated, the symbol implies “love” and “family”; two

essential elements to the organization.– It is easily transferable on many marketing elements


04/21/23 39

Key Messages: Templates

Templates:

• 10 second “elevator pitch” • Company description:

– 15 word

– 25 word

– 100 word

– 250 word

• Press release boiler plate

04/21/23 40

Key Messages: Templates

Templates:

• Elevator Pitch

• Company description

• Boilerplate news release

04/21/23 41

Examples on Execution

Examples: Press Release

• Purpose and target of release?• Does this support key messages? • Lead with need of children and

appeal to help• Include standard descriptions and

footers from key messages • Utilize “boilerplate” footer for all

press releases

04/21/23 42


Examples: Background / Statistics

• Purpose and target of document?• Does this support key messages? • Logo is consistent• Lead with need of children and

appeal to help – “What happens” to top

• Review other points to ensure they support messages – revise as required

04/21/23 43


Examples: “All she wants …” brochure

• Uses logo and name effectively

• Focuses on child

04/21/23 44


Examples: “All she wants …” brochure

• Purpose and target of document?• Does this support key messages? • Highlights child• Starts with “Desperate need”

consistent with messaging of crisis• But then focuses on parents with

children • Quote – “humbled to have been

chosen” – does this support inclusiveness?

04/21/23 45

THANK YOU!

04/21/23 46

do it pro bono.

BACKGROUND AND SUPPORT

04/21/23 48

Gift of Adoption Background & SupportStudies have shown that most people in the U.S. have been favorably touched by adoption, either though a friend or a relative. Our immediate task is to convert a small fraction of these individuals into active donors by spreading the word that:

We would like people to give to adoption as they do hunger or education, because a loving and caring parent is also a basic human need. In fact, study after study has shown that most children who grow up without the care of a permanent family will suffer from mental illness and experience poor life outcomes. Children living in a foster home or orphanage who do not get adopted are much more likely to drop out of school, commit crime and become homeless.

Adoption prevents the tragic slide of these children’s lives, as families are the bedrock of how children develop and learn. Families are the best social service system of all. And, the dignity that comes to a child from being fed, taught and having his medical needs attended to because his is part of a family (rather than because it is someone’s job or charity to care for him) is literally immeasurable.

•The Gift of Adoption Fund aspires to create a new industry of philanthropic giving by making adoption a charitable endeavor.

•Create loyal donor support due to the confidence that our donors are helping a child permanently move from a life of despair to hope, and through an intimacy we will support between our donors and those we help.

•Success will allow us to meet our ambitious goals:–Support a doubling of the percentage of families who continue on their adoption journey, confident that funds will be available to complete their adoption5x growth in grants, to 365/year up to $10,000/family–Operational excellence, with greater than 90% of our expenses going toward grant program

Do it pro bono. Brand Strategy and Key Messages Prepared for Gift of Adoption Fund.

Documents

Transcript of Do it pro bono. Brand Strategy and Key Messages Prepared for Gift of Adoption Fund.