Spark Solutions Presentation


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Group Project for my Capstone Course Senior year. A total rebranding of the Michigan Children\'s Trust Fund

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Spark Solutions Presentation

  1. 1. Children’s Trust Fund 2009 Campaign by Spark Solutions
  2. 2. Overview <ul><li>Situation Analysis </li></ul><ul><li>Research </li></ul><ul><li>Strategic </li></ul><ul><li>Creative Work </li></ul>
  3. 3. <ul><li>Situation Analysis </li></ul><ul><li>Brand Evaluation </li></ul><ul><li>Competition </li></ul><ul><li>S.W.O.T. </li></ul>
  4. 4. Brand Evaluation <ul><li>The Children’s Trust Fund is different from other government programs because it is not funded by government taxes. </li></ul><ul><li>The Children’s Trust Fund promotions include a fundraising auction (The “Ultimate Fantasy Auction”) </li></ul><ul><li>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. </li></ul>
  5. 5. Competition <ul><li>Other causes on the income tax form: </li></ul><ul><ul><li>Military Family Relief Fund </li></ul></ul><ul><ul><li>Children of Veteran’s Tuition </li></ul></ul><ul><li>Other license plates options: </li></ul><ul><ul><li>Agriculture Heritage </li></ul></ul><ul><ul><li>Lighthouse Prevention </li></ul></ul><ul><ul><li>Olympic Education </li></ul></ul><ul><ul><li>Veteran’s Memorial </li></ul></ul><ul><ul><li>Water Quality </li></ul></ul><ul><ul><li>Support our Troops </li></ul></ul><ul><ul><li>Wildlife Habitat </li></ul></ul><ul><li>Other public interest causes: </li></ul><ul><ul><li>Children’s causes, Aids, Breast Cancer </li></ul></ul>
  6. 6. S.W.O.T. <ul><li>Strengths </li></ul><ul><li>Importance of cause </li></ul><ul><ul><li>Cause is related to children, and the public is interested in helping children’s causes. </li></ul></ul><ul><li>CTF Programs have a strong track record and are effective </li></ul><ul><ul><li>Zero to Three program has proven metrics to show it works </li></ul></ul><ul><li>Large presence throughout MI </li></ul><ul><li>Fundraising Auction is successful at generating donations </li></ul><ul><li>CTF has a strong differentiation among other causes </li></ul><ul><ul><li>Only cause on income tax form that is relates to children </li></ul></ul><ul><li>Strengths </li></ul>
  7. 7. S.W.O.T. <ul><li>Weaknesses </li></ul><ul><li>Low brand awareness. </li></ul><ul><ul><li>Only 64.7% of survey respondents have ever heard of the CTF </li></ul></ul><ul><li>Weak association between the CTF name and the cause (child abuse) </li></ul><ul><ul><li>Public is willing to donate to children’s abuse prevention programs, but are unaware that CTF supports this cause. </li></ul></ul><ul><li>Low tax form donation awareness </li></ul><ul><li>Lack of knowledge about CTF programs </li></ul><ul><li>Poor website design </li></ul><ul><li>Public is unaware of opportunities to donate </li></ul><ul><li>Weaknesses </li></ul>
  8. 8. S.W.O.T. <ul><li>Opportunities </li></ul><ul><li>Chance to reinvent CTF through a new marketing plan </li></ul><ul><li>Spread cause awareness through a new education program about child abuse </li></ul><ul><li>To create more awareness about the severity of child abuse in MI </li></ul><ul><ul><li>Each year, over 905,00 children are victims of child abuse or neglect in the U.S. </li></ul></ul><ul><li>Can create other e-commerce/promotional items that can be given away at events </li></ul><ul><li>Opportunities </li></ul>
  9. 9. S.W.O.T. <ul><li>Threats </li></ul><ul><li>New design of the tax form includes many other causes people can choose to donate to. </li></ul><ul><li>The current economy </li></ul><ul><li>State Budget Cuts </li></ul><ul><li>Competition from other causes on the income tax form </li></ul><ul><li>Competition from other license plates options </li></ul><ul><li>Confusion of what the CTF actually does </li></ul><ul><ul><li>People still unaware of programs </li></ul></ul><ul><li>Threats </li></ul>
  10. 10. <ul><li>Research </li></ul>
  11. 11. Strategic Research <ul><li>Primary </li></ul><ul><li>Surveys sent out to 58 people via </li></ul><ul><li>Forums of abuse </li></ul><ul><li>Abusers </li></ul><ul><li>Age & Abuse </li></ul><ul><li>Witnessing abuse </li></ul><ul><li>Taking action </li></ul>
  12. 12. Strategic Research <ul><li>Secondary </li></ul><ul><li>Age of Abuse </li></ul><ul><li>Where and Who </li></ul><ul><li>Zero to Three Initiative </li></ul><ul><li>Economy </li></ul>
  13. 13. Key Findings <ul><li>Only 64.7% of survey respondents have ever heard of the CTF </li></ul>
  14. 14. Key Findings <ul><li>61.8% of survey respondents said they were most likely to donate to CTF as opposed to other Michigan causes. </li></ul>
  15. 15. Key Findings <ul><li>Only 52.9% of survey respondents knew they could donate to Michigan causes on their income tax form. </li></ul>
  16. 16. Key Findings <ul><li>94% of respondents said they were willing to donate to a cause that helps prevent child abuse. </li></ul>
  17. 17. Key Findings <ul><li>78.8% of respondents didn’t know the CTF helps prevent child abuse. </li></ul>
  18. 18. <ul><li>Strategic </li></ul>
  19. 19. Objectives & Goals <ul><li>Build name awareness & recognition for the Children’s Trust Fund </li></ul><ul><li>Help our target associate the Children’s Trust Fund with child abuse prevention </li></ul><ul><li>Make taxpayers aware that they can donate to the Children’s Trust Fund on their tax form </li></ul>
  20. 20. The Challenge <ul><li>How do we make the public aware of the CTF? </li></ul><ul><li>How do we get our target to associate the CTF with child abuse prevention? </li></ul><ul><li>How do we convince the public and taxpayers that the CTF is a cause worth donating to? </li></ul>
  21. 21. Overcoming the Challenge <ul><li>We will build the Children’s Trust Fund brand by focusing on the following: </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><ul><li>Logo </li></ul></ul></ul><ul><ul><ul><li>Web site </li></ul></ul></ul><ul><ul><ul><li>Advertisements </li></ul></ul></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Recall </li></ul></ul>
  22. 22. 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.
  23. 23. Creative Brief <ul><li>Role of Advertising: </li></ul><ul><li>Create brand awareness </li></ul><ul><li>Position the Children’s Trust Fund as an organization that helps to prevent child abuse </li></ul><ul><li>Competition: </li></ul><ul><li>All other non-profit organizations listed on the Michigan tax form </li></ul><ul><li>Target Audience: </li></ul><ul><li>Middle to upper class parents with young children </li></ul><ul><li>Taxpayers </li></ul><ul><li>Tone of Voice: </li></ul><ul><li>Informative with a focus on the severity of child abuse </li></ul><ul><li>Brand Essence: </li></ul><ul><li>The Children’s Trust Fund is helpful, informative, caring, supportive, and takes action </li></ul>
  24. 24. <ul><li>Creative Work </li></ul>
  25. 25. Corporate Identity <ul><li>Old Logo: </li></ul>
  26. 26. Logo Explorations
  27. 27. Logo Explorations
  28. 28. Logo Explorations
  29. 29. Corporate Identity <ul><li>New Logo: </li></ul>
  30. 30. Corporate Identity
  31. 31. Web <ul><li>Needs to be more user friendly </li></ul><ul><li>Should incorporate new look and feel of corporate identity </li></ul><ul><li>Old Web site: </li></ul>
  32. 32. Web <ul><li>New Web site: </li></ul>
  33. 33. the BIG idea <ul><li>We will use familiar children’s toys as vehicles to demonstrate child abuse and deliver our message. </li></ul>
  34. 34. Print
  35. 35. Print
  36. 36. Print
  37. 37. Print
  38. 38. Outdoor <ul><li>Place along major highways as parents drive to work </li></ul>
  39. 39. Web Banners
  40. 40. TV <ul><li>:30 “Left Behind” </li></ul>
  41. 41. TV <ul><li>:30 “Baking Bear” </li></ul>
  42. 42. TV <ul><li>:30 “Muffled Pain” </li></ul>
  43. 43. Radio <ul><li>Client: Children’s Trust Fund </li></ul><ul><li>Radio: 15 </li></ul><ul><li>Name: Jack in the Box </li></ul>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.
  44. 44. Direct Mail <ul><li>Serves as a brand touch point to strengthen brand awareness </li></ul>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.
  45. 45. E-Commerce Available for purchase on CTF Web site & can be given away at CTF events
  46. 46. Non-Traditional Marketing <ul><li>Prop-sized dolls of young boys and girls sitting in various settings </li></ul><ul><li>Motion censors activate kid crying </li></ul><ul><li>In his hand are informative brochures about the CTF </li></ul>
  47. 47. Media Plan <ul><li>Considerations: </li></ul><ul><li>January-April : tax season </li></ul><ul><li>April: Child Abuse Prevention (CAP) awareness month </li></ul>
  48. 48. Closing Remarks