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Finding Your Voice. Case Study: Children International

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Video: https://www.youtube.com/watch?v=IVPOu8kai-I

Presented at C3KC at Union Station in Kansas City.

Hear how brands can find the right voice and tone to communicate their mission. Justin Watkins of Native Digital and Claire Bishop of Children International share how their teams partnered to strike just the right balance for the CI brand.

Speaker: Justin Watkins - https://nativekc.com
Speaker: Claire Bishop - https://www.children.org
Event Organizer: Jr League - https://www.jlkc.org

Published in: Marketing
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Finding Your Voice. Case Study: Children International

  1. 1. Native Digital Children International Finding Your Brand Voice
  2. 2. Claire Bishop @children Justin Watkins @nativedigital_
  3. 3. Guadalajara / Mexico
  4. 4. Vicky - Recent graduate - Role model - Making parents proud
  5. 5. Vicky - Recent graduate - Role model - Making parents proud
  6. 6. Ricardo - Very bright 14 yr old - Greeted us in English - Recently cured of cancer - Mother suffering from terminal cancer - Oldest of 3 boys
  7. 7. Ricardo - Very bright 14 yr old - Greeted us in English - Recently cured of cancer - Mother suffering from terminal cancer - Oldest of 3 boys
  8. 8. Isela - Family of brickmakers - In rainy season makes $1.50/week - Dreams = basic needs
  9. 9. Isela - Family of brickmakers - In rainy season makes $1.50/week - Dreams = basic needs
  10. 10. Emotional week - All kids were just kids - Some sad stories, but everyone was upbeat and working towards a better life
  11. 11. Native Digital Children International All captured on video. So what’s the narrative?
  12. 12. Guilt Happiness
  13. 13. Native Digital Children International First, let’s learn more about the organization.
  14. 14. Native Digital Children International Humanitarian organization helping kids in poverty across the world grow up healthy, educated, empowered, and employed young adults. Our goal: breaking the cycle of poverty.
  15. 15. Native Digital Children International We’ve helped over 1 million kids across the world through our team of local doctors, coaches, staff and 9,000 active volunteers. +1m Offer programs in over 70 community centers in 10 countries like Colombia, India, Zambia, and Philippines to name a few. 70+ Funded primarily through monthly child sponsorships. 90% of all donations go directly to programs helping sponsored children. 90%
  16. 16. Native Digital Children International When I joined in 2016 we were tackling many priorities. Updating Visual Identity Updating Website Updating Platforms & Tools New Ways To Give Improving Program Effectiveness Restructuring Internal Teams
  17. 17. Native Digital Children International We knew the brand needed to evolve, but not exactly sure in what way. How do we communicate our purpose clearly? What’s the right tone and voice? How should visuals support this purpose and tone?
  18. 18. Native Digital Children International We knew the general direction. Current. Updated. Trustworthy. Relevant to future supporters. Less reliance on guilt.
  19. 19. Native Digital Children International In our efforts to remove guilt from brand messaging we swung the pendulum too far the other direction. Our message was positive and encouraging but missing a critical element.
  20. 20. Guilt Happiness
  21. 21. Tell the raw story. Show the hardships. PROS Powerful. Proven to work. Dramatizes the obstacle and challenge well. CONS Out of context, it can be too heavy too soon. Could inaccurately portray kids as victims. Show only progress, happiness & optimism. PROS Supporters feel good. Portray kids in positive light. CONS If there’s no problem or conflict, there’s no story. What problem are we solving?
  22. 22. Native Digital Children International Our job was to speak to both the obstacle and the opportunity.
  23. 23. Native Digital Children International That can be a very narrow lane to walk down
  24. 24. Native Digital Children International That can be a very narrow lane to walk down In marketing, we have a very small window of time to hold someone’s attention
  25. 25. Native Digital Children International FINDING YOUR VOICE COMMUNITYHow does your audience talk? 1
  26. 26. Native Digital Children International “Being a sponsor humbles me. It takes my eyes off of myself for a moment and allows me to do what I can to facilitate another’s journey. Even in such a small way ...It’s a chance to be a bit bigger than myself.”
  27. 27. Native Digital Children International BASE Loving Nurturing Giving YOUNGER Determined Idealistic Motivated DONORS Grateful Thoughtful Analytical
  28. 28. Native Digital Children International FINDING YOUR VOICE CONVERSATIONWhat does your audience want to talk about? 2
  29. 29. Native Digital Children International
  30. 30. Native Digital Children International The kids Programs Community of Sponsors & Volunteers Context Surrounding Kids Results
  31. 31. Native Digital Children International FINDING YOUR VOICE COMPETITORSHow will you sound different? 3
  32. 32. Native Digital Children International Protagonist Are we selecting the right hero? Antagonist Do we understand what we’re up against? Setting Are we in the child’s setting or the sponsors? Conflict What are we overcoming?
  33. 33. Native Digital Children International Celebrity Founder Sponsor Local Staff Parents Child Western Staff Each other Protagonist A spectrum of the haves and have nots
  34. 34. Native Digital Children International CONFLICT RISING ACTION CLIMAX RESOLUTION
  35. 35. Native Digital Children International Children’s International - See the Change - 2,775 views - 5:09 length charity:water - Water Changes Everything - 1,860,085 views - 3:23 length Save The Children - Most Shocking Second a Day - 54,476,067 views - 1:33 length Girl Effect - The Clock is Ticking - 2,038,547 views - 3:04 length RESOLUTION RESOLUTION RESOLUTION RESOLUTION CONFLICT CONFLICT CONFLICT
  36. 36. Native Digital Children International No one. No man, no woman, no child should ever have to drink green water with bugs, with algae, with diseases. We believe in a world where every person has clean and safe drinking water and we will keep fighting until that happens. Tone Starting and finishing strong. Example: charity:water
  37. 37. Native Digital Children International FINDING YOUR VOICE DEFINITIONMemorable attributes of what we are and are not. 4
  38. 38. Native Digital Children International Supporter Sentiment Guilt These kids desperately need help. Fun These kids are playful and cute. Inspired These kids can succeed despite major obstacles.
  39. 39. Native Digital Children International Inviting never corporate, exclusive, insistent or nagging Rallying never apathetic, defeated or guilt-driven Determined never myopic or transactional Journalistic never the hero or center of attention
  40. 40. Native Digital Children International
  41. 41. Native Digital Children International FINDING YOUR VOICE PRACTICEExercise daily usage as a team. 5
  42. 42. Brand Camp
  43. 43. Native Digital Children International SOCIAL MEDIA A It’s the KIDS! See faces & details of kids whose lives will be changed by you the sponsor! [link] B C Meet Angelika: she loves listening to music, dancing and drawing. Ready to help change her life? Sponsor her: [link] CI contextualizes programs to deliver help to kids in poverty. Meet the kids whose lives you can help. [link]
  44. 44. Native Digital Children International SOCIAL MEDIA Meet Angelika: she loves listening to music, dancing and drawing. Ready to help change her life? Sponsor her: [link]B Respectful, personal, rallying, relatable, attention on child not sponsor or program.
  45. 45. Native Digital Children International ABOUT US A Everything we accomplish is because of our sponsors. B C We connect world-changing sponsors with kids who desperately need help. To end the cycle of poverty, we first start with one child.
  46. 46. Native Digital Children International ABOUT US C To end the cycle of poverty, we first start with one child. Inviting, rallying, determined with attention on the goal not sponsor or program.
  47. 47. Native Digital Children International Cool. So what do we talk about?
  48. 48. Native Digital Children International PUTTING VOICE INTO ACTION The Ripple Effect Why? Prove lasting impact. The Face of Change Why? Make it personal. The Support System Why? Transparency through trust. The Cause Why? It shows purpose. Cultural Immersion Why? Provide context. Reasons for Giving Why? Timely.
  49. 49. Native Digital Children International 1 Pick a theme(i.e. The Cause) 2 Generate ideas for all mediums.(i.e. video, blog, photo, social, web) 3 Prioritize best messages & mediums. 4 Schedule and assign lead creator.
  50. 50. Native Digital Children InternationalPersonal connection - Motivating - Dignifying - Rallying, Determined, Inviting, Journalistic
  51. 51. Native Digital Children International
  52. 52. Native Digital Children International RICARDO Renewed Hope VICKY Living Proof ISELA Paving a Path
  53. 53. Native Digital Children International VIDEO PLACEHOLDER
  54. 54. Native Digital Children International COMMUNITY CONVERSATION COMPETITORS DEFINITION PRACTICE How does your audience talk? What does your audience want to talk about? How will you sound different? Memorable attributes of what we are and are not. Exercise daily usage as a team.
  55. 55. children.org nativekc.com

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