Parkinson's UK uncovered
 

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Caroline Ledger, Parkinson’s UK and Dan Dufour, The Team

Caroline Ledger, Parkinson’s UK and Dan Dufour, The Team
CharityComms seminar July 15 2010
www.charitycomms.org.uk/events

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  • Photography Our photos are positive, real and believable. We have three main styles. People holding placards is a great way for people to be part of our brand and get their messages across. Portraits and real life photography reflect the charity’s determination and supportive side. They also show that life can go on.
  • Photography Our photos are positive, real and believable. We have three main styles. People holding placards is a great way for people to be part of our brand and get their messages across. Portraits and real life photography reflect the charity’s determination and supportive side. They also show that life can go on.

Parkinson's UK uncovered Presentation Transcript

  • 1. Hello! Parkinson’s UK Uncovered © The Team 2010
  • 2. © The Team 2010 Why have we re-branded? How did we develop our brand? What does the end result look like? What are the results? How did we engage and involve people?
  • 3. What is a brand?
    • A brand is a set of ideas, images and associations that people carry around in their heads about companies, products, or charities like us.
    • In other words our brand is our reputation .
    © The Team 2010
  • 4.
    • There are three elements that make up a brand.
    © The Team 2010
  • 5.
    • There are three elements that make up a brand.
    © The Team 2010
  • 6.
    • There are three elements that make up a brand.
    © The Team 2010
  • 7. Why have we re-branded? © The Team 2010
  • 8.
      • Lot’s of people don’t understand Parkinson’s properly.
    • 1 in 7 people incorrectly think only older people get Parkinson’s, and that people under 40 cannot get the disease.
      • Lots of people haven’t heard of us or know that we can help.
    • The Parkinson’s Disease Society only has 1% public awareness and only 5% of people say they have seen our old logo.
    © The Team 2010
  • 9.
      • We don’t reach everybody that we should.
    • There are 120,000 people living with Parkinson’s in the UK, and yet we currently only have 30,000 members .
    • We must increase our income by raising more than £27million by the end of 2014. That’s a 11% increase per year, and means inspiring lots more people to support us.
    © The Team 2010
  • 10. How did we develop our new brand? © The Team 2010
  • 11.
    • Phase 1/ Research
        • (March – May)
    • Parkinson’s Disease Society
          • We carried out research to find out how much we needed to change. This included interviews and focus groups with all our audiences.
            • We didn’t have a clear vision and found out that everyone explained the society in a different way.
            • People didn’t like our name. Some people didn’t like the word “disease” because it sounded off-putting or contagious. Others felt the word “society” was old fashioned or sounded exclusive.
            • Some people criticised the culture of the charity for being divided, slow and “a bit dusty”. Like a plodding hippo rather than a fast-paced fox.
    © The Team 2010
  • 12. © The Team 2010
  • 13. © The Team 2010
  • 14.
    • Phase 2/ Brand development
        • (May – July)
    • Next we defined our vision, mission and values , and developed options for a new name and strapline .
    • These were tested with all our audiences (reference groups) before being agreed by the Board.
    © The Team 2010
  • 15.
    • Brand pyramid
    © The Team 2010
  • 16.
    • Brand pyramid
    © The Team 2010
  • 17.
    • Brand pyramid
    © The Team 2010
  • 18.
    • Core values
        • (the way we all work together)
        • We listen
      • Everything we do is based on the experiences of people affected by Parkinson’s.
        • We focus
      • We deliver results and make the most of our resources.
        • We inspire
      • Our energy and determination inspire those around us.
        • We innovate
      • We’re always looking for ways to do things better.
        • We’re passionate
      • We go the extra mile.
        • We’re united
      • We work together collaboratively. One organisation – united behind a shared vision.
    © The Team 2010
  • 19.
    • Brand values
        • (the way we communicate)
        • Short
      • We get to the point. We say what we think.
        • Simple
      • We use friendly conversational language.
        • Bold
      • We stand out from the crowd.
        • Bright
      • We’re lively, positive and upbeat.
        • Human
      • Our personality shines through.
    © The Team 2010
  • 20.
    • Phase 3/ Creative development
        • (Aug – Oct)
    • We started by doing an audit of the current identity and style of language (tone of voice).
    © The Team 2010
  • 21. © The Team 2010
  • 22.
    • We also looked at the brands of other charities in our sector…
    © The Team 2010
  • 23. © The Team 2010
  • 24. © The Team 2010
  • 25.
    • We designed three options for the brand (logos, colours, typography and photography) and tested them with the same reference groups from stage two.
    • We then chose one route on the basis of the feedback – developed it further – and got approval from our Board.
    © The Team 2010
  • 26. How did we engage and involve people? © The Team 2010
  • 27. Not the dreaded “B” word © The Team 2010
  • 28.
    • We used open and honest communications through all available channels from the outset, and at every stage .
    • This included presentations at the beginning about what a brand was and why we were re-branding.
    • Staff and Trustee presentations, FAQs, meetings, articles, emails and 7 regional events.
    © The Team 2010
  • 29.
    • We asked people what three words they would used to describe the charity today …
    © The Team 2010 1/ Informative 2/ Supportive 3/ Friendly
      • Passive
      • Distant
      • Disparate
      • Old-fashioned
      • Traditional
      • Conservative
      • Cautious
      • Complacent
      • Clumsy
      • Bureaucratic
      • White middle class
  • 30.
    • And what three words they would use to describe the charity they would like to see of the future …
    © The Team 2010 1/ Informative 2/ Supportive 3/ Friendly
      • Unified
      • Coherent
      • Efficient
      • Bold
      • Modern
      • Dynamic
      • Innovative
      • Progressive
      • Pioneering
      • Well-known
      • Warm
      • Positive
      • Hope
      • Empowering
      • Cure
  • 31.
    • We involved our staff and supporters in the project all the way through, including at our AGM in September
    © The Team 2010
  • 32.
    • We made a follow up video following the creative development
    © The Team 2010
  • 33. But in hindsight… © The Team 2010
  • 34. What does the end result look like? © The Team 2010
  • 35.  
  • 36.
    • Parkinson’s UK stencil
      • One of the key elements of our new look is the Parkinson’s UK. We’ve had it made especially for us.
      • Over time we hope people will recognise us when they see
      • our stencil.
    © The Team 2010
  • 37.
    • Our logo
      • Our new name is short and simple.
      • Our strapline expresses our determination to improve understanding of Parkinson’s, finding a cure and inspire others to support us.
    © The Team 2010
  • 38.  
  • 39.  
  • 40. © The Team 2010
  • 41. What are the results? © The Team 2010
  • 42.
    • 96% staff agree the charity now has a clear vision for the future
    • 72% members believe the new brand will help the charity achieve its goals
    • 11% increase in average donation
    • 32% increase in direct mail response
    • 5% ahead of fundraising target for year
    • 74% branches adopted the new brand in the first month
    © The Team 2010
  • 43. © The Team 2010
  • 44. © The Team 2010
  • 45. © The Team 2010