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Group Project for my Capstone Course Senior year. A total rebranding of the Michigan Children\'s Trust Fund
Citation preview
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Children’s Trust Fund2009 Campaign by Spark
Solutions
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OverviewSituation Analysis
Research
Strategic
Creative Work
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Situation Analysis
Brand Evaluation
Competition
S.W.O.T.
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Brand Evaluation
The Children’s Trust Fund is different from other government programs because it is not funded by government taxes.
The Children’s Trust Fund promotions include a fundraising auction (The “Ultimate Fantasy Auction”)
The Children’s Trust Fund’s sources of income come from investments, an HHS grant, corporate donations, sales from CTF license plates, and kid’s pins.
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Competition
Other causes on the income tax form: Military Family Relief Fund Children of Veteran’s Tuition
Other license plates options: Agriculture Heritage Lighthouse Prevention Olympic Education Veteran’s Memorial Water Quality Support our Troops Wildlife Habitat
Other public interest causes: Children’s causes, Aids, Breast Cancer
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S.W.O.T.
Strengths
Importance of cause Cause is related to children, and the
public is interested in helping children’s causes.
CTF Programs have a strong track record and are effective Zero to Three program has proven
metrics to show it works
Large presence throughout MI
Fundraising Auction is successful at generating donations
CTF has a strong differentiation among other causes Only cause on income tax form that is
relates to children
Strengths
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S.W.O.T.
Weaknesses
Low brand awareness. Only 64.7% of survey respondents have
ever heard of the CTF
Weak association between the CTF name and the cause (child abuse) Public is willing to donate to children’s
abuse prevention programs, but are unaware that CTF supports this cause.
Low tax form donation awareness
Lack of knowledge about CTF programs
Poor website design
Public is unaware of opportunities to donate
Weaknesses
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S.W.O.T.
Opportunities
Chance to reinvent CTF through a new marketing plan
Spread cause awareness through a new education program about child abuse
To create more awareness about the severity of child abuse in MI Each year, over 905,00 children are
victims of child abuse or neglect in the U.S.
Can create other e-commerce/promotional items that can be given away at events
Opportunities
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S.W.O.T.
Threats
New design of the tax form includes many other causes people can choose to donate to.
The current economy
State Budget Cuts
Competition from other causes on the income tax form
Competition from other license plates options
Confusion of what the CTF actually does People still unaware of programs
Threats
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Research
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Strategic ResearchPrimary
Surveys sent out to 58 people via SurveyMonkey.com
Forums of abuse
Abusers
Age & Abuse
Witnessing abuse
Taking action
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Strategic ResearchSecondary
Age of Abuse
Where and Who
Zero to Three Initiative
Economy
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Key FindingsOnly 64.7% of survey respondents have ever heard of the CTF
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Key Findings61.8% of survey respondents said they were most likely to donate to CTF as opposed to other Michigan causes.
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Key FindingsOnly 52.9% of survey respondents knew they could donate to Michigan causes on their income tax form.
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Key Findings94% of respondents said they were willing to donate to a cause that helps prevent child abuse.
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Key Findings78.8% of respondents didn’t know the CTF helps prevent child abuse.
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Strategic
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Objectives & Goals
Build name awareness & recognition for the Children’s Trust Fund
Help our target associate the Children’s Trust Fund with child abuse prevention
Make taxpayers aware that they can donate to the Children’s Trust Fund on their tax form
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The Challenge
How do we make the public aware of the CTF?
How do we get our target to associate the CTF with child abuse prevention?
How do we convince the public and taxpayers that the CTF is a cause worth donating to?
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Overcoming the Challenge
We will build the Children’s Trust Fund brand by focusing on the following:
Awareness Logo Web site Advertisements
Recognition
Recall
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Strategy
Build brand awareness for the Children’s Trust Fund by creating a
strong link between the name Children’s Trust Fund and child
abuse prevention in order to raise awareness and generate donations.
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Creative Brief
Role of Advertising:
Create brand awareness
Position the Children’s Trust Fund as an organization that helps to prevent child abuse
Competition:
All other non-profit organizations listed on the Michigan tax form
Target Audience:
Middle to upper class parents with young children
Taxpayers
Tone of Voice:
Informative with a focus on the severity of child abuse
Brand Essence:
The Children’s Trust Fund is helpful, informative, caring, supportive, and takes action
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Creative Work
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Corporate IdentityOld Logo:
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Logo Explorations
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Logo Explorations
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Logo Explorations
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Corporate IdentityNew Logo:
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Corporate Identity
+Web Needs to be more user friendly
Should incorporate new look and feel of corporate identityOld Web site:
+WebNew Web site:
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the BIG idea
We will use familiar children’s toys as vehicles to
demonstrate child abuse and deliver our message.
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OutdoorPlace along major highways as parents drive to work
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Web Banners
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TV:30 “Left Behind”
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TV:30 “Baking Bear”
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TV:30 “Muffled Pain”
+Radio
Client: Children’s Trust Fund
Radio: 15
Name: Jack in the Box
Audio:
MUSIC: POP GOES THE WEASEL/:05
SFX(:02): The sound of music abruptly stopping, the toy breaking and then a baby crying.
VO(:08): Children break just as easy as toys. To learn how you can help, go to www-dot- MI-dot-gov-slash-C-F-F or call one-Eight Hundred CHILDREN.
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Direct MailServes as a brand touch point to strengthen brand awareness
The coloring book will be shrink wrapped and sealed
with crayons attached to the front. The postage will
appear on the back as it does with most magazines.
+E-CommerceAvailable for purchase on CTF Web site & can be given away at CTF events
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Non-Traditional Marketing
rop-sized dolls of young boys and girls sitting in various settings
otion censors activate kid crying
n his hand are informative brochures about the CTF
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Media Plan
Considerations:
January-April: tax season
April: Child Abuse Prevention (CAP) awareness month
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Closing Remarks
