2. We are becoming one new global organization:
SAFE KIDS Worldwide.
With this change comes
a need for rebranding.
SAFE KIDS Worldwide
July 29, 2004
3. Why rebrand?
Merging operations
Changing our name
Creating consistency among
national and international members
Creating a new coalition governance model
It is an ideal time to redefine
the SAFE KIDS brand.
SAFE KIDS Worldwide
July 29, 2004
4. A brand is more than a logo.
It tells people:
Who we are
What we do
How we do it
Who we serve
Our rules for
using our brand
SAFE KIDS Worldwide
July 29, 2004
5. There are 5 phases to creating a new brand:
1. Research
2. Strategy
3. Design Concept
4. Rules for Use
5. Launch
SAFE KIDS Worldwide
July 29, 2004
7. Where we are with research
Surveyed core audiences:
COALITIONS 126 responded to online survey September 2003
MEDIA 8 surveyed by phone August 2003
LEAD ORGS. 6 surveyed by phone September 2003
SPONSORS 7 surveyed by phone August 2003
Surveyed other key stakeholders:
EMPLOYEES 6 surveyed by phone August 2003
VENDORS 6 surveyed by phone August 2003
SAFE KIDS Worldwide
July 29, 2004
9. Where we are with creating a strategy
Everyone agreed on our brand attributes:
Credible
Passionate
Ambitious
Collaborative
Practical
And our brand goals:
Authoritative
Strategic
Inclusive
SAFE KIDS Worldwide
July 29, 2004
10. Where we are with creating a strategy (continued)
Everyone agreed on the reasons for branding:
The Coalition Advisory Committee in September 2003
The board in October 2003
Leadership Conference attendees in October 2003
SAFE KIDS Worldwide
July 29, 2004
12. Where we are with the design concept
We hired Nayman Design to develop and finalize two logo concepts.
One, an evolution of the existing logo, and the other a more
radical change
To be tested on parents and caregivers to find out which one best
expresses our brand attributes
Rules for Use will be published as a guidelines booklet and CD.
SAFE KIDS Worldwide
July 29, 2004
14. Next step for communications before launching
Coalitions must support all changes stemming from strategic plan.
Plan for engagement:
Present to Coalition Advisory Committee
about what changes are coming when
Share plans with coalitions
Get their feedback
Receive board approval
Plan for rollout
Launch
SAFE KIDS Worldwide
July 29, 2004
