PARTNERSHIPS FOR CHILDREN Branding and Positioning :: FINAL - PowerPoint PPT Presentation

PARTNERSHIPS FOR CHILDREN Branding and Positioning :: FINAL

WORKSHOP RECAP

WORKSHOP RECAP // WHAT WE DID

WORKSHOP RECAP // WHAT WE HEARD “Our results are above and beyond … there’s a “We like simple, straightforward messages.” homegrown aspect.” “We wrap around the child in so many ways …. We’re the constant in [their] experience. At every level of care.” “We’re down-to-earth … and invested in our “There’s a powerful impact … we’re humble, community. ” compassionate and relatable.” “Our mess should be real. Not sensationalistic.”

POSITIONING & MESSAGING

POSITIONING & MESSAGING // MESSAGING CRAFTING Voice & Tone ● AN IDENTITY Foundational attributes ● What’s in a brand? Positioning statement ●

POSITIONING & MESSAGING // The voice and tone guide messaging for all brand communications. VOICE & TONE Voice describes the unique personality of the brand. If Why it matters the brand were a person, how would you describe him or her? Tone describes specific communications and depends on the situation and emotional needs of the user.

POSITIONING & MESSAGING // YOUR BRAND VOICE Welcoming Outgoing We‘re approachable and friendly . Donors feel ● Our energy is contagious. We inspire donors to share ● connected to our story and to our mission. our enthusiasm, allied around a goal of empowerment. We love being a part of the Central Texas community , ● We’re passionate about our cause but never without ● serving its members that need us the most. reason or result. Our excitement is rooted in hard-fought progress. Dedicated Our hard work fuels tangible outcomes. And creates Genuine ● an impact that touches thousands of lives. We’re authentic. And human. The stories we tell are ● We’re steadfast in our purpose, fully committed to a heartfelt — and real. ● cause we live and breathe, every day. Simply put, we believe in what we do. And it shows. ●

POSITIONING & MESSAGING // YOUR TONE Conversational Lighthearted Candid Means: We’re relatable and Means: We’re hopeful and keep Means: We’re straightforward and friendly. a positive outlook. honest. Doesn’t mean: We’re Doesn’t mean: We’re sappy or Doesn’t mean: We’re cold or unprofessional. sentimental. unemotional. Example: Central Texas — it’s that time Example: Presents under the tree. The Example: Two minutes. That’s all it takes to again: Rainbow Room Round-up! Check warmth of a family. Make the magic of change a child’s life. See how you can help out our drive details today. the holidays a reality for children that by visiting our donation page. need it most.

POSITIONING & MESSAGING // YOUR FOUNDATIONAL ATTRIBUTES Accomplished The difference we make in our community is real — and powerful. Our dedication and compassion go without saying, but, equally important, is our focus on finding solutions . That positive impact directly affects the children we serve and is felt throughout our community. We’ve built a reputation for success and continue to expand its reach. Connected Our unique position to and relationship with CPS allow us to better serve those that need us most: the children of Central Texas. What’s more, recognition from the state without the bureaucracy means we have greater access to resources — and the freedom to leverage them where we see the biggest effect. Holistic We’re all-encompassing — in the care we provide and in the people we support. We’re not limited in our reach or our impact and pride ourselves on building long-term relationships with the children and families we serve. These relationships stretch across multiple touchpoints , for all ages and stages of youth.

POSITIONING & MESSAGING // YOUR FOUNDATIONAL ATTRIBUTES Accomplished The difference we make in our community is real — and powerful. Our dedication and compassion go without saying, but, equally important, is our focus on finding solutions . That positive impact directly affects the children we serve and is felt throughout our community. We’ve built a reputation for success and continue to expand its reach. Connected Our unique position to and relationship with CPS allow us to better serve those that need us most: the children of Central Texas. What’s more, recognition from the state without the bureaucracy means we have greater access to resources — and the freedom to leverage them where we see the biggest effect. Holistic We’re all-encompassing — in the care we provide and in the people we support. We’re not limited in our reach or our impact and pride ourselves on building long-term relationships with the children and families we serve. These relationships stretch across multiple touchpoints , for all ages and stages of youth.

POSITIONING & MESSAGING // A positioning statement clearly states the service we provide, for whom we provide it and how POSITIONING we’re different. In other words, think of a positioning statement as your elevator pitch. Why it matters This helps us create a foundation for all further branding, align on who we are and identify an ownable place in the market.

POSITIONING & MESSAGING // WHAT’S A POSITIONING STATEMENT? who we are what we offer for whom we do it how we do it why we’re different

POSITIONING & MESSAGING // YOUR POSITIONING STATEMENT As a nonprofit in Central Texas, Partnerships For Children ( who we are) leads a collection of programs that offer resources, support and comfort ( what we offer) for foster children and families in our community. (for whom we do it) Our accessibility to CPS, efficient practices and ability to connect with kids at all stages in their lives (how we do it) allow us to better serve those who need us most by providing real and impactful solutions. (why we're different)

POSITIONING & MESSAGING // A message map is a framework used to craft compelling, relevant and consistent messaging for MESSAGE MAP various audiences. Why it matters This message map should be used as a reference for writers who are creating content on behalf of the Partnerships for Children brand. It includes sample organizational messaging and desired audience responses.