Exploring Issue-Based Marketing and Alliances to Address Violence and Exploitation: A Journey of Transformation
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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Presentation Transcript
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
Lessons Learned in Identifying a New Brand CHILD FUND INTERNATIONAL PRESENTATION
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?
