PARTNERSHIPS FOR CHILDREN Branding and Positioning :: FINAL - - PowerPoint PPT Presentation

PARTNERSHIPS FOR CHILDREN

Branding and Positioning :: FINAL

WORKSHOP RECAP

WORKSHOP RECAP //

WHAT WE DID

“There’s a powerful impact … we’re humble, compassionate and relatable.”

WORKSHOP RECAP //

WHAT WE HEARD

“We wrap around the child in so many ways …. We’re the constant in [their] experience. At every level of care.” “We like simple, straightforward messages.” “We’re down-to-earth … and invested in our

• community. ”

“Our results are above and beyond … there’s a homegrown aspect.” “Our mess should be real. Not sensationalistic.”

POSITIONING & MESSAGING

CRAFTING AN IDENTITY

What’s in a brand?

POSITIONING & MESSAGING //

MESSAGING

• Voice & Tone
• Foundational attributes
• Positioning statement

The voice and tone guide messaging for all brand communications. Voice describes the unique personality of the brand. If the brand were a person, how would you describe him

• r her?

Tone describes specific communications and depends

• n the situation and emotional needs of the user.

VOICE & TONE

Why it matters

POSITIONING & MESSAGING //

Welcoming

• We‘re approachable and friendly. Donors feel

connected to our story and to our mission.

• We love being a part of the Central Texas community,

serving its members that need us the most.

Dedicated

• Our hard work fuels tangible outcomes. And creates

an impact that touches thousands of lives.

• We’re steadfast in our purpose, fully committed to a

cause we live and breathe, every day.

YOUR BRAND VOICE

Outgoing

• Our energy is contagious. We inspire donors to share
• ur enthusiasm, allied around a goal of empowerment.
• We’re passionate about our cause but never without

reason or result. Our excitement is rooted in hard-fought progress.

Genuine

• We’re authentic. And human. The stories we tell are

heartfelt — and real.

• Simply put, we believe in what we do. And it shows.

POSITIONING & MESSAGING //

YOUR TONE

Conversational

Means: We’re relatable and friendly. Doesn’t mean: We’re unprofessional.

Example: Central Texas — it’s that time again: Rainbow Room Round-up! Check

• ut our drive details today.

Candid

Means: We’re straightforward and honest. Doesn’t mean: We’re cold or unemotional.

Example: Two minutes. That’s all it takes to change a child’s life. See how you can help by visiting our donation page.

Lighthearted

Means: We’re hopeful and keep a positive outlook. Doesn’t mean: We’re sappy or sentimental.

Example: Presents under the tree. The warmth of a family. Make the magic of the holidays a reality for children that need it most. POSITIONING & MESSAGING //

YOUR FOUNDATIONAL ATTRIBUTES

Accomplished The difference we make in our community is real — and powerful. Our dedication and compassion go without saying, but, equally important, is our focus on finding solutions. That positive impact directly affects the children we serve and is felt throughout our community. We’ve built a reputation for success and continue to expand its reach. Connected Our unique position to and relationship with CPS allow us to better serve those that need us most: the children of Central Texas. What’s more, recognition from the state without the bureaucracy means we have greater access to resources — and the freedom to leverage them where we see the biggest effect. Holistic We’re all-encompassing — in the care we provide and in the people we support. We’re not limited in our reach or our impact and pride ourselves on building long-term relationships with the children and families we serve. These relationships stretch across multiple touchpoints, for all ages and stages of youth.

POSITIONING & MESSAGING //

YOUR FOUNDATIONAL ATTRIBUTES

Accomplished The difference we make in our community is real — and powerful. Our dedication and compassion go without saying, but, equally important, is our focus on finding solutions. That positive impact directly affects the children we serve and is felt throughout our community. We’ve built a reputation for success and continue to expand its reach. Connected Our unique position to and relationship with CPS allow us to better serve those that need us most: the children of Central Texas. What’s more, recognition from the state without the bureaucracy means we have greater access to resources — and the freedom to leverage them where we see the biggest effect. Holistic We’re all-encompassing — in the care we provide and in the people we support. We’re not limited in our reach or our impact and pride ourselves on building long-term relationships with the children and families we serve. These relationships stretch across multiple touchpoints, for all ages and stages of youth.

POSITIONING & MESSAGING //

A positioning statement clearly states the service we provide, for whom we provide it and how we’re different. In other words, think of a positioning statement as your elevator pitch. This helps us create a foundation for all further branding, align on who we are and identify an ownable place in the market.

POSITIONING

Why it matters

POSITIONING & MESSAGING //

who we are what we offer for whom we do it how we do it why we’re different

WHAT’S A POSITIONING STATEMENT?

POSITIONING & MESSAGING //

As a nonprofit in Central Texas, Partnerships For Children

(who we are)

leads a collection of programs that offer resources, support and comfort

(what we offer)

for foster children and families in our community.

(for whom we do it)

Our accessibility to CPS, efficient practices and ability to connect with kids at all stages in their lives

(how we do it)

allow us to better serve those who need us most by providing real and impactful solutions.

(why we're different)

YOUR POSITIONING STATEMENT

POSITIONING & MESSAGING //

A message map is a framework used to craft compelling, relevant and consistent messaging for various audiences. This message map should be used as a reference for writers who are creating content on behalf of the Partnerships for Children brand. It includes sample

• rganizational messaging and desired audience

responses.

MESSAGE MAP

Why it matters

POSITIONING & MESSAGING //

POSITIONING & MESSAGING // MESSAGE MAP PARTNERSHIPS FOR CHILDREN DONORS Lead with impact

Little time on their hands • Parents • Want to make a difference in Central Texas

SERVICES

DIRECT RESOURCES

FOSTER FAMILIES VOLUNTEERS Lead with opportunity

Seek out involvement • Parents • Want to make a difference in Central Texas Rainbow Room | Holiday Wishes

COMMUNITY SUPPORT

Kids4Kids | Teens4Teens Caseworker Appreciation

MENTORING

YESMentor

ADOPTION & ADVOCACY

Heart Gallery | Foster/Adopt Sessions Message: Over 700 kids served — and

• counting. Your donation puts valuable

resources — from diapers, to backpacks, to toys — into the hands of children across our Central Texas community. Message: A backpack for school. A gift under the tree. A toothbrush for the night. By donating your valuable time to help us stock and share these essential items with deserving children, you’ll see what it takes to make a difference in our Central Texas community. Message: Your donations strengthen the circle of support in our community, teaching kids and teens the benefit of giving back and recognizing the stewards of CPS. Thanks to people like you, we’ve been able to serve

• ver 12,000 children — every year.

Message: The value of community? Priceless. See the impact you’ll create by educating and inspiring volunteerism in children and teens and by supporting those who support our youth in need — our caseworkers. Message: Your contribution to our mentoring services means you’ve helped the dozens of young men and women who are aging out of foster care access the resources, education and support they need to build a successful future. Getting directly involved provides endless

• pportunities for you to support your

community and help local kids and teens become successful. Message: Helping 40 children a year find a family is where our heart is — and yours when you donate to our adoption and advocacy services. Doing so changes many lives across Central Texas, including yours. Message: The love of a family. The comfort

• f home. Two things every child should

never be without. Help bring “home” to children in need across Central Texas by volunteering with our foster and adoption services. Message: You can transform a young man or woman’s life — and help ensure a successful future — by volunteering with our mentorship programs. Response: My contribution is valuable. I know what items my donation goes toward and how many children I’ll help. Response: I can immediately see the impact that I have in my community. My effort to give children essential items is tangible. Response: My donation will make a difference in the community I belong to. I’ve helped build a platform to support members who support others. I will clearly see the impact of this contribution. Response: My involvement means I’ll be part of a bigger effort in our community, working to inspire and support others who enjoy giving back, as I do. Response: My donation supports resources and individuals that perpetuate the success

• f those aging out of foster care. I know

what success looks like and how many people I’ll help. Response: Whether I become a mentor myself or support mentorship in other ways, I feel good knowing my efforts help young adults at a critical time in their foster care transition. The support I give today can last a lifetime. Response: Though I’m not directly involved with adoption/fostering itself, I still feel like I’m a valued part of the process, knowing exactly how my donation helps children find their forever family. Response: I’ll be a valuable part of a pivotal experience in foster children's lives: helping them find their forever families. Message: Transform a child’s life. Become a child’s hero. Our adoption and foster services help you take the first step. Response: I’m not alone on this journey; I feel supported knowing that I’ll have access to helpful resources and experienced staff members along the way.

BRANDING

BRANDING // LOGO

BRANDING // LOGO LOCKUPS

BRANDING // REVERSED LOGO LOCKUPS

BRANDING// HORIZONTAL PROGRAM LOGOS

BRANDING// VERTICAL PROGRAM LOGOS

BRANDING // COLOR PALETTE

Secondary Colors Supporting Greys Primary Colors

Headline Font

BRANDING // TYPOGRAPHY

Rubik

Rubik Medium Abcdefghijklmnopqrstuvwxyz Rubik Bold abcdefghijklmnopqrstuvwxyz

Logo Font

This typeface was the base font used to create the logo. We altered parts of it to create a custom typeface. Our recommendation is to NOT use this font in any collateral materials; it is not a flexible font (only one weight available) or web-safe. Instead, we have selected two alternate fonts, Roboto and Rubik, which are web-safe and have similar and complementary characteristics to Patagonia. Those fonts should be used in any new branded collateral — online or print.

Body Copy Font

Roboto Normal abcdefghijklmnopqrstuvwxyz Roboto Bold abcdefghijklmnopqrstuvwxyz

RECOMMENDED FONTS

BRANDING //

BRANDING // WEBSITE INSPIRATION

charitywater.org

• Friendly
• Positive
• Actionable
• Informative
• Warm
• Inviting

roomtoread.org lifeworksaustin.org

• Focuses on the faces

and stories that benefit

• Actionable
• Positive
• Educational
• Direct
• Informative
• Friendly
• Honest

YOUR LOGO: WHY THE CHANGE?

We’ve heard feedback from a number of Partnerships for Children team members that the current logo feels “cold.” The new logo is more approachable. It brings new warmth to the brand. The design is custom and truly ownable. This will make it more recognizable in the Central Texas community — and beyond. The logo is fresh and modern. It’s critical that every brand evolve over time to stay relevant to its audience. Our recommendation: Sit with the new logo. Share this side-by-side comparison with others (family and friends) outside of the organization or, better yet, current donors and/or volunteers and hear their opinions.

BRANDING //

Partnerships for Children Style Guide

BRANDING // STYLE GUIDE

CHECK IT OUT

Thanks, Y’all.