P r e s e n t

CARE USA

MM6016 Branding and Marketing Communication

29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa Mirhelina29111387 F X Kresna Paska29111398 Aqsa Adhiperwira29111400 Fajar Liem

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#FACTS Case Highlights

1945: Cooperative for American Remittances to Europe

distributing FOOD PACKAGES to SURVIVORS WW II in Europe

1946: CARE package 10 in 1 parcels (10 soldiers with 1 meal)

1993: Cooperative for Assistance and Relief Everywhere

ERADICATE POVERTY throughout the world FOOD PROVIDER

2002: LARGEST HUMANITARIAN RELIEF ORGANIZATIONS in the world.

90% PROGRAM ACTIVITIES - 10% FUND RAISING

Their donors are ADULTS 35 and up, college EDUCATED, with an average SALARY ABOVE $75,000

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#Problem Case Highlights

MAJORITY of FUNDING through GOVERNMENT with private donations being minimal

in 2002, Income $427 million (67% from Government)

in 2001, public support $63 million (15% of total income)

UNABLE to EFFECTIVELY COMMUNICATE how they would fulfill their MISSION STATEMENT

Many different areas of humanitarian work that the average donor

was unsure of what Care USA was attempting to do on a global scale vision became incomprehensible among the general public

Marilyn Grist

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Why did CARE embark on its brand review ?

1. SUBSTANTSIAL CONFUSION

2. LACK OF CONNECTION

3. INCONSISTENCIES

4. GAP

5. REVENUE

Low Awareness

CONFUSION GAPLACK ofCONNECTION

INCONSISTENCY MODERATEREVENUE

The need of change from CARE old portrait

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Ex

hib

it 5 FY`01: $25,168

FY`02: $26,520

Ex

hib

it 7 Lot of logo styles

No message being sent

Ex

hib

it 1

1 Old mental picture of organization

Unfocused vision & mission

Immobile in growth and development

Taglines is not creative

B R A N D R E V I E W

“Every CARE package is a personal contribution to the world

peace our nation seeks. It expresses American concern and

friendship in a language all peoples understand”

(President John F Kennedy, 1962)

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BRAND POSITIONING & VALUES

• Vision mission

• Organization focus on poverty

• Market research

BRAND STRATEGY

• Brand footprint

• 3 Focused program

BRAND MANTRA

• Creative visual

• Logo

• tagline

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The process to the new brand identity

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POSITIONING STATEMENT

“A GLOBAL FORCE and PARTNER of CHOICE focus on ENDING POVERTY

serving in INDIVIDUALS and FAMILIES in the POOREST COMMUNITY in the world

with INNOVATIVE SOLUTIONS”

Exhibit 8VISION“....CARE International will be a global force and a partner of choice within a worldwide movement dedicated to ending poverty”MISSION“To serve individual and families in the poorest community in the world…”

a commnunity of hands humanism, self-expression and

industriousness.

Lower-case logotype:

accesible and straightforward

Earth-tone pallete:

warmth, optimism, grounded sensibility

Many color photographs:

people caught in their daily activities

LOGO and TAGLINE

Exhibit 13

“where the end of poverty begins”

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Consultant & Adv Agency

Core: HUMANISM

Association: COMMUNITY

people

hunger

change

careconnected

development

helpful

movement

Shared experienced

MantraBrand function: Charity

Descriptive: Humanity

Emotional: Care

2002

Telling the URGENCY message

provide SOLUTIONS

ATTRACTING NEW DONORS

COMFORTABLE & SATISFIED

ACQUIRING donors efficiently &effectively

ADDING CREDIBILITY

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What does the rebranding imply for CARE’s marketing communications efforts targeting individual donors?

Competitors

Direct Mail

Online Care Package

Media Publications

News Publications Subscribers,Meals & More, GII,Pigeon Peas

Exhibit 19

Average Contributions to the Program

Starving Children(Mommy & Children) $23

Starving & Solution(Meals and More & GII) $25

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Marketing Activities

1. Target people`s EMOTION & URGENCY

2. COMMUNICATES a clear message as an organization

3. INSPIRE people

“A GLOBAL COMPANY who CARE about the POVERTY and INJUSTICE in COMMUNITY around the world”

People COMFORTABLE to donate & SATISFIED

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NEW B R A N D I D E N T I T Y

“Defending DIGNITYFighting POVERTY”

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2008 Marketing Campaign

CARE @ Indonesia

established in 1967

focuses on health care, schools, increasing crop yields, providing clean water and sanitation

provides multi-year funding of 3 to 5 years to promote long term engagement

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CARE Indonesia’s Program

Sulawesi Rural Development

Project

target the poorest in rural areas

providing access to hygiene facilities.

The Aman Tirta' program distribute and market Air Rahmat,

(inexpensive water purification)

The 'WASHES' project focused on

latrine construction and community-based

resource mobilization.

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2013 CARE Social Media

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