Exploring Issue-Based Marketing and Alliances to Address Violence and Exploitation: A Journey of Transformation

 
Proposal to
Become Issues
Based
from violence and exploitation
Session Outline & Outcomes
Presentation & Discussion: Issue-based
Marketing & Alliance Future Time  
Committee Update – Patrick Canagasingham(15
minutes)
Child Fund International Presentation – Adam
Hicks (30 minutes)
Group Exercise – All (20 minutes)
Plenary – All (20 minutes)
Recommendations – All (20 minutes)
Background
Work done by CCFC on its competitive landscape &
pivot from a product-oriented organization
(sponsorship) to become more of an issue- or cause-
based organization
November CEO Forum & establishment of the Issues
Based WG – Opportunity for the CF Alliance based
on;
Embracing the “cause” of ending violence against
children – Potential alignment with “Issues Based”
pivot
Update – Two Meetings
January 2018: Purpose of the meeting
 was to
consider:
#1 – How might we enhance the (ChildFund Alliance)
brand (making it more relevant and distinctive) by
integrating a cause into our brand architecture?
#2 – Is ending violence against children (EVAC) the
best cause to embrace?
Does ending violence against children fit at the brand
strategy level? Does it work better as a sub-brand or as a
campaign?
How do we change our hunch about EVAC into a strategy for
viable testing? Are there other viable alternatives to test?
Update cont…
Establishment of the sub-committee:
Affirmed the principle an issues-based
alliance, 
with some saying the cause(s)
should be chosen for advocacy rather
than marketing purposes
In looking at causes to adopt, EVAC
was considered
Update Cont…- April Meeting
Defining our brand is key
Appreciating the uniqueness of our domestic markets,
the brand must be 
relevant
 and provide us with a
means to 
distinguish
 ourselves. 
EVAC does not appear to be the right fit.
The need to distinguish between 
between our
Advocacy work and our pursuit of a common Brand.
ChildFund International willing to share with all
members what they have done and learned thus far in
identifying a new brand
CMC meeting feedback
CHILD FUND INTERNATIONAL
PRESENTATION
Lessons Learned in Identifying a New Brand
Group Exercise
Are we seeking a common brand strategy across
the Alliance or are we seeking some new thinking
that each member will be free to adopt if they
choose?  And what would it mean to have a
common brand strategy?
Are we trying to become a cause-driven
organization? Or are we seeking to add a
movement-like feel/greater gravitas to our public
image?
What is the value proposition for an organization
considering joining the alliance?
Implications if cause based in domestic markets?
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This proposal outlines a strategic shift towards issue-based marketing and alliances to combat violence and exploitation, particularly against children. The document details sessions, updates, and meetings discussing the transition from a product-oriented organization to one focused on causes. Key themes include assessing the relevance of ending violence against children as a brand strategy, exploring alternatives, and seeking alignment within the ChildFund Alliance. The journey involves identifying distinctive branding strategies, engaging in meaningful advocacy, and sharing knowledge within the alliance for a common goal.


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  1. Proposal to Become Issues Based from violence and exploitation

  2. Session Outline & Outcomes Presentation & Discussion: Issue-based Marketing & Alliance Future Time Committee Update Patrick Canagasingham(15 minutes) Child Fund International Presentation Adam Hicks (30 minutes) Group Exercise All (20 minutes) Plenary All (20 minutes) Recommendations All (20 minutes)

  3. Background Work done by CCFC on its competitive landscape & pivot from a product-oriented organization (sponsorship) to become more of an issue- or cause- based organization November CEO Forum & establishment of the Issues Based WG Opportunity for the CF Alliance based on; Embracing the cause of ending violence against children Potential alignment with Issues Based pivot

  4. Update Two Meetings January 2018: Purpose of the meeting was to consider: #1 How might we enhance the (ChildFund Alliance) brand (making it more relevant and distinctive) by integrating a cause into our brand architecture? #2 Is ending violence against children (EVAC) the best cause to embrace? Does ending violence against children fit at the brand strategy level? Does it work better as a sub-brand or as a campaign? How do we change our hunch about EVAC into a strategy for viable testing? Are there other viable alternatives to test?

  5. Update cont Establishment of the sub-committee: Affirmed the principle an issues-based alliance, with some saying the cause(s) should be chosen for advocacy rather than marketing purposes In looking at causes to adopt, EVAC was considered

  6. Update Cont- April Meeting Defining our brand is key Appreciating the uniqueness of our domestic markets, the brand must be relevant and provide us with a means to distinguish ourselves. EVAC does not appear to be the right fit. The need to distinguish between between our Advocacy work and our pursuit of a common Brand. ChildFund International willing to share with all members what they have done and learned thus far in identifying a new brand CMC meeting feedback

  7. Lessons Learned in Identifying a New Brand CHILD FUND INTERNATIONAL PRESENTATION

  8. Group Exercise Are we seeking a common brand strategy across the Alliance or are we seeking some new thinking that each member will be free to adopt if they choose? And what would it mean to have a common brand strategy? Are we trying to become a cause-driven organization? Or are we seeking to add a movement-like feel/greater gravitas to our public image? What is the value proposition for an organization considering joining the alliance? Implications if cause based in domestic markets?

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