For 40 years Casa de los Niños has been a leader in preventing and treating child abuse and neglect in the Tucson area. The Caliber Group was asked to update the Casa de los Niños brand to better reflect its current leadership role in the community. Today’s session is designed to show you where we are in this re-branding process - how Casa de los Niños is presented visually and in words. A key aspect of creating and building a brand is consistency. Consistently using the logo and tagline, consistently using the same words to describe Casa de los Niños’ leadership role, consistently talking about how we help children and families – this repetition helps to ensure people throughout the community understand the scope of what Casa de los Niños does and the value it brings. You have an important role to play as a representative of Casa de los Niños. That’s why we want to share the materials that are in process branding and how you can help us “spread the word” as brand ambassadors.
We are working to elevate Casa de los Niños’ position from a crisis shelter provider to a leader in child welfare within our community. We want to be the first organization to be contacted about issues relating to the prevention and treatment of child abuse. We stand as a voice for children.
We are striving to create a better future for children and families in our community. Through parent education and support for families, Casa de los Niños is working to break the generation-to-generation cycle of abuse.
We want everyone to understand that child abuse and neglect does not affect just one child or one family. Its impact can be seen throughout our community, state, and nation in the added burden to our medical, social service, educational, and welfare systems. By advocating for proper funding and support for services that build strong families and children, we can lower the cost of dealing with the long-term effects of abuse.
Casa de los Niños offers a full continuum of high-quality care for the prevention, intervention and treatment of abuse and neglect. By focusing on the whole family, we help everyone become stronger, more resilient, and able to thrive. We advocate that every family be able to access such assistance when it is needed.
Preventative health care is simpler and less costly than emergency care. The same is true for child abuse and neglect. Prevention takes far fewer resources than intervention and treatment. We work toward the day when no child knows abuse and neglect – so this misery is never again passed on to the next generation.
It is priceless when children and their families heal, acquire new skills and become confident, caring individuals. Every day at Casa de los Niños we prevent suffering, help make lives whole, reunite families and empower everyone to flourish. Our vision and intent is much broader than just helping one family or child. We are here for the end game. An end to child abuse and neglect.
With the support of the Tucson community, Casa de los Niños will continue to be a voice for children, advocacy and change for another forty years—and beyond. Together we will work to change lives…for generations. This is our new positioning statement – “Changing Lives for Generations.” It conveys our broader vision and our long-term commitment to the community.
In summary – this is what we stand for – the leader our community can rely upon to advocate for children and families. Everything we do – from the way we offer our services to the printed materials we distribute or the events we host – like the upcoming lecture series – supports this brand promise.
Our mission remains unchanged, but as a leader in our community, our role has broadened in order to affect lasting social changes. A small change in word order helps to put the focus on promoting child safety and family stability – rather than on the services we provide. We want to ensure that people understand we are focused on the big picture – the long-term welfare of children and families that ultimately affects the overall health of our community. Focusing on the WHY instead of the HOW We recognize that this would be a change that would have to be approved by the board and you would need to discuss, but we feel that in order to be consistent with the messaging, it is important to make changes like this across all messaging for the organization.
WHAT A BRAND IS… It is not just colors and imagery, or a logo. A brand is the perception of your organization by stakeholders and the community. Your brand is embodied in everything you do as an organization. In the way you answer your phone, in the way your staff interacts with the community and those who receive your services. Your brand incorporates a 360 degree view of your organization and all of the touch points you have with everyone that comes into contact with it. We don’t own our own brand. The brand is in the minds of others, but we can shepherd it and guide it. These are the ways in which we convey our brand to others: First – a new positioning statement A positioning statement is a phrase, often used along with the logo, to provide a short explanation of our purpose and how we are differentiated from other organizations who provide similar services. CHANGING LIVES FOR GENERATIONS conveys information on numerous levels. It speaks to the rich history of Casa and the years of service to the community. It also speaks to the future and the generations to come that will be impacted by the work of the organization. It also references both the children and the adults that are impacted by the services. A simple message that really incorporates many levels of meaning.
Image Library People receive images tens of thousands of times faster than words. So imagery is a very important part of your brand. OUR REVIEW OF OTHER LOCAL BRANDS These images are a departure from the small images of gleeful children coupled with “building blocks” of color used by other children’s organizations. We are choosing larger, more emotionally impactful images of children and families. The focal point is on one or more children with the background in soft focus. These images…. HOPEFUL, IMAGERY OF EVERYDAY KID ACTIVITIES, LESS FOCUSED ON JUST FACES, FOCUSED MORE ON FAMILY LIFE AND STABILITY, AND EMOTIONAL CONNECTIONS BETWEEN PARENTS AND CHILDREN. We are selecting images that are less specific so that it creates a positive impression and is less about a specific child. Representative images that ellicit an emotional response.
Logo The Casa logo has a long history and value. So our goal was to refresh it to make the name of the organization read quickly and to modernize the look. We have made small changes to the logo image and the relationship between the name and the image. The name is more readable.
Color palette We also chose a new color palette - turquoise, blue and orange - to convey optimism and hope and to give the brand a fresh, forward looking feel
Overall Image We want people to see our materials and quickly understand our priority is helping children and their families and that we maintain an optimistic outlook about the future of the people we serve.
Overall Image We want people to see our materials and quickly understand our priority is helping children and their families and that we maintain an optimistic outlook about the future of the people we serve. We also want to help others connect the dots, that Casa can make an impact on the community as a whole, thus broadening the base of support to all those who want our community to thrive.
We want people to understand that: The effects of abuse last through childhood – especially without intervention and treatment Abuse begets abuse. Stop the abuse and you end this cycle. Child abuse doesn’t just affect “them” or “those people.” It can happen within any socio-economic group. One way or another, we all pay for the problems caused by abuse. The best way to treat this problem is through prevention – so the problem never occurs – and early intervention – so the problem can be addressed before its effects grow larger and more lasting.
Casa de los Niños has evolved since its inception 40 years ago. What was once only a crisis shelter is today a leading provider of three types of inter-related services: Prevention – educating and supporting parents Intervention – we are there when problems arise Treatment of child abuse and neglect – restoring health and stability Using these terms demonstrates the depth and breadth of our approach to promoting healthy children and families. It means we can help children and families heal and grow stronger whenever they need us. It also demonstrates that we have a bigger impact on the community than only providing assistance in times of crisis.
More is expected of leaders. Casa de los Niños has “stepped up” to provide service to our whole community. We are hosting valuable educational events to elevate the community’s awareness and ability to be proactive when it comes to raising healthy children in strong, resilient families. We are working with other organizations to “combine forces” and ensure that families can access the help they need. We are advocates for social service funding – and staffing – to ensure there are proper resources in place to protect children and assist families in our community, county and state. We provide services to anyone who needs or wants them – like free parental education to anyone in the community, regardless of means. We also offer a hotline that directs people to community resources. By reaching out to everyone, regardless of socio-economic level, we are showing our concern for ALL families and that any family can need support and guidance.
Many people share in the overall success of an organization like ours. We have wonderful volunteers, a dedicated staff, generous donors and a committed board of directors. But personal communication - “one to one” or “one to several” - is the most effective way to “get the word out.” People you know through work, civic involvement, worship, hobbies, or friendship will pay more attention to your invitations to events, presentations, or gentle reminders of donation opportunities than those coming through the mail. Donation requests don’t have to be a “demand” – they can be as simple as: - Repay me with a donation to my favorite charity, Casa de los Niños. Forget about giving me a birthday gift this year – give to Casa de los Niños and help many children have a lifetime of happy birthdays. .
A personal invitation is more meaningful. Think of the various aspects of what Casa de los Ninos does – family welfare, physical and mental health, judicial and community well being – shape your invitation or discussion around the interests of the person you are talking to. “ As a teacher, I thought you might find this presentation particularly interesting. Preventing child abuse and neglect can greatly improve a child’s ability to learn and complete his or her education.” We make it easy to make a presentation. You secure the forum and we provide the materials. It’s a great way to spread the word about what we do and encourage others to become involved. Donation requests don’t have to be a direct ask – they can be as simple as: - Repay my favor with a donation to my favorite charity, Casa de los Niños. Forget about giving me a birthday gift this year – give to Casa de los Niños and help many children have a lifetime of happy birthdays. .
Casa de los Niños messaging presentation
our brand promiseAs a leader in the prevention and treatment of child abuse, Casa de los Niñosis a voice for:• Children and their families• Advocacy for vital social services• Change — ending the cycle of child abuse and neglect
our missionCurrent:Casa de los Niños seeks to prevent child abuse and neglect by offeringservices that promote child safety and family stabilityProposed:Casa de los Niños promotes child well-being and family stability in ourcommunity through the prevention and treatment of child abuse andneglect.
elements of the brand image“Changing Lives for Generations”This phrase reflects:• The impact we have had on children and families over the past 40 years• Our long-term goal of ending the cycle of generation-to-generation abuse and neglect
elements of the brand imageVisuals: Large, compelling images of children and families
elements of the brand imageLogo and colors: Cheerful orange or turquoise and blue with our name asprominent as the image
elements of the brand imageColor palette: Cheerful orange, green, turquoise and blue
elements of the brand imageOverall image:Optimistic and purposeful; focused onchildren and families; here to help create abrighter future for individuals and ourcommunity.
key message: the situation• Abuse and neglect affects all aspects of an individual’s life, and the effects last a lifetime.• Those who have been abused or neglected often pass on this legacy to the next generation.• We all pay for the effects of abuse and neglect in terms of the added burden on our healthcare, judicial, social service, and welfare systems.• Prevention and early intervention are key to ending this cycle of abuse and neglect.
key message: our approachPrevention – educating and supporting parents• Support for vulnerable first-time mothers and at-risk parents• Free education to parents, foster parents and the general publicIntervention – there for families and children when problems arise• Shelter, medical care, and therapy for children in crisis• Foster parent training and support• Supervised visits between parents and children• Services for parents or caregivers involved with CPSTreatment – restoring health and stability• Assessment and therapy for young children (birth to 5 years) and foster children younger than 22 years• Supervised visits to help parents acquire skills and reunite their family
performing our role as a community leader• Hosting educational events for parents, professionals and the general community• Collaborating with other organizations to create a network of support• Advocating government funding and support for social services that improve the lives and children and their families• Providing assistance to anyone of any social strata who is interested in building healthy relationships with children
we encourage you to…• Invite a friend or colleague to attend any or all of the “Focus on Families — a Community Conversation” lecture series events . . . join them and talk with them at the event.• Personally invite people to attend a Casa de los Niños event or to tour the facility.• Make a presentation to a professional organization to which you belong (we provide the PSA, PowerPoint, and handouts).• When told by a friend or colleague, “I don’t know how to thank you,” reply, “You can support Casa de los Niños! Your donation would make a difference in the lives of many children and their families.”
you can…• Be passionate and enthusiastic about your connection to Casa de los Niños.• Explain our role as a voice for children, advocacy, and change.• Tell others about our mission of promoting healthy children.• Connect things you see and hear to the work of Casa de los Niños – education, healthcare,community issues – are all opportunities to talk about Casa de los Niños• Talk about how we provide three types of services: prevention, intervention, and treatment to promote healthy families and end abuse and neglect.• Use our tagline — Changing Lives for Generations — and then have a conversation about what it means.• Tell people you are on the board and why you support us.• Ask people if they know about us and have a conversation about our work