Yaumara Gierbolini 3.4.1 week 4 discussion try 2

BRANDING ANALYSISSTAND UP FOR KIDS

Yaumara Gierbolini Brand Development

3.4.1. Week 4 Discussion August 28,2014.

1

Project Company Name

STAND UP FOR KIDS

2

Project Company Overview & ZAG

3

Project Company Onliness Statement

Onliness Statement Stand up for kids is the only group that volunteers daily

with an effort to rescue homeless kids and young adults from the streets. Simple offering a change to rebuild lives, dreams and hopes.

4

Project Company Key Ideas

Meaning

Commitment

Value

Differentiation

Authenticity

Vision5

Direct Competitors and Zag

Onliness Statement The only rescue company that have clients living on the streets

bringing personalize services upon requests.

Main tactic On the spot counseling 2013/2014 Budget $900,000 with12 employees.

6

Direct Competitors and Zag

Onliness Statement The largest agency in the entire country with helping more than

19,000 homeless kids and serving 45,000 meals per year.

Active Street project in New York City since 1984

7

Direct Competitors and Zag

Onliness Statement The only group located on the United Kingdom social advocates focusing

on homeless, ex- offenders and domestic abusers to accept new hopes. Focusing on the attributes and not on the limitations.

!

Based in England fighting for social equality.

8

Reason to RebrandStand up for kids

1. Reach more kids on the streets 2. Create awareness in the community 3. Re-evaluate Mission and Vision 4. 1.5 millions kids and young adults are homeless still

9

Company competitive review

Company Similarities Differences

Stand up for Kids Project

• Works with homeless youth • Works with Volunteers • Recognize by Government for Volunteer

work

• Provides temporary shelter • Located in 16 states more than 25 cities • After recovering clients can become mentors

At the Crossroads Competitor 1

• Provide shelter to homeless youth and young adults

• Rescue kids using Streets programs • Operate with Volunteers

!• Collaborates with government agencies • Works with short and long goals • Personalize services and provisions based on

needs

Safe Horizon Competitor 2

• Creates a safe environment for clients • Rescue youth from streets in NYC • Leading non profit agency

• Works with volunteers but also offers jobs openings

• Works with homeless kids, violence and homicide victims

• 24/7 hot line for services

People Can Competitor 3

• Creates a safe non judgmental ambience • Social advocate • Focus on attributes non on limitations

• Went trough a rebrand to reaffirm believes • Works with homeless youth, ex-offenders,

domestic abuse sufferers • Based on UK

10

SWOT

Regcognition

16 States & 25 Cities

Financial Reports

Volunteers

7 days a week

Strengths

11

SWOT

No job positions

Connections

Poor Media

Facilities

Donations

Weaknesses

12

SWOT

OpportunitiesOpen facilities on all 50 States Expand Market trough social media Create social events and expand budget

13

Threats Facilities closing due lack of money No reaching the youth due lack of volunteers Is a matter of Life and death everyday Not finding the connections to provide shelter

Project Company Action Plan

14

POSITIONING

Change the mind of society Your time can save lives It could happened to you Your money will be spent wisely Donate Explain the goals Show testimonials

Project Company Action Plan

15

VALUE

Rescuing kids since 1990 Social responsible Daily commitment Financial Reports are public Testimonials Just being human

Project Company Action Plan

16

SUSTAINABLE ADVANTAGES

Build relationships Safe environment Daily opportunities Different help programs Awards President’s Volunteer Service Award 2013 Paul Grudis Volunteer Award

Project Company Strategy Recommendations

17

Reach Activist Pop Artists Use Location strategies Documentaries Newsletters to community Youtube channel Strong Advertising Prevention programs School Lectures More accesible 24/7 help line Create public global campaigns

Conclusion

18

References

19

!!Stand up for kids, Find a Local Program. (n.d.). Retrieved August 28, 2014 from: http://www.standupforkids.org/default.aspx !Neumeier, M. (2007). Zag: The number-one strategy of high-performance brands: A whiteboard overview. Berkeley, CA: AIGA. Retrieved August 28, 2014 from VitalBook file !Best, K. (2006). Design management managing design strategy, process and implementation. Switzerland: AVA Pub. Retrieved August 28, 2014. from Vital Source !Stand up for kids, Find a Local Program. (n.d.). Retrieved August 28, 2014 from:http://www.standupforkids.org/default.aspx !Stand up for kids, Annual Reports,(n.d.). Retrieved August 28, 2014 from http://www.standupforkids.org/about/annualreports.aspx !Safe Horizon, About Retrieved August 28 2014 from http://www.safehorizon.org/page/streetwork-homeless-youth-facts-69.html !At the crossroads About Retrieved August 28, 2014 from:  http://atthecrossroads.org/mission/ !Chrtitmas Charity appeal, Photograph, Tweddie, P Retrieved August 28, 2014. from: http://www.theguardian.com/society/2010/nov/26/christmas-charity-appeal-llamau !People Can Logos Retrieved August 28, 2014, from http://rebrand.viewbook.com/album/13peoplecan#1 !Wheeler, A. (n.d.). Designing brand identity: An essential guide for the whole branding team(Revised/Expanded ed.). Retrieved August 28, 2014. from Vital Source !Levens, M. (2010). Marketing: Defined, explained, applied(Revised/Expanded ed.). Boston: Prentice Hall. Retrieved August 28, 2014. from Vital Source !Demi Lovato Helps Out Homeless Teens. (n.d.). Retrieved August 28 2014. from: https://www.youtube.com/watch?v=KTbVLzzHa5Q !ABC 20/20 From Happy to Homeless: Teens in Trouble 1/28/2011. (n.d.). Retrieved August 29, 2014. From: https://www.youtube.com/watch?v=E3mBA4ji2So !Giving food ,Make The Homeless Smile. (n.d.). Retrieved August 28, 2014 from: https://www.youtube.com/watch?v=GoGtaXt5f1w !Collage Helping, Safe Horizon, Help youth Retrieved August 28, 2014 from http://www.safehorizon.org/page/helping-youth--67.html !Miley Cyrus Retrieved August 28, 2014 from: http://www.dailynewsen.com/entertainment/miley-cyrusx27-homeless-vmas-date-was-busted-for-drug-related-burglary-has-a-warrant-out-for-his-arrest-h2574027.html !2013 REBRAND 100 Showcase - People Can - Rebranding by Elmwood - UK. (n.d.). 2013 REBRAND 100 Showcase - People Can - Rebranding by Elmwood - UK. Retrieved August 28, 2014, from http://www.rebrand.com/distinction-people-can !!!!