INDUSTRY
Non-profit organization (NGO)
DELIVERABLES
Refresh Brand positioning
Attract a younger, more diverse audience
Develop campaign to breakthrough and motivate engagement
CLIENT NEED
A global environmental NGO with older supporters wanted to rejuvenate its brand and attract a younger, more diverse audience. Knowing that younger generations care even more about the climate and biodiversity crises, it hired an agency to present several options to evolve its brand positioning to ignite emotional as well as rational benefits and communicate a strong sense of purpose.
Particularly important was to ensure the language was easy to understand, inspiring and motivating, despite the scientific nature of the work. Inclusion was also a key goal, as the environmental movement has a historic reputation for preserving land and excluding BIPOC communities.
Our client sought to sharpen its brand positioning before launching in the global marketplace to optimize its unique value and avoid cultural “red flags.”
OUR ROLE
Dreyfus Advisors was engaged in a multi-phased research program to gather internal “interested parties” feedback and then, once the decision was made about best direction for the Brand, “pressure test” it in the global marketplace. Complex considerations went into the design of a large-scale quantitative study in 7 languages and 13 countries. We made the recommendation to guide both the positioning and the brand campaign execution to breakthrough and bring in new donors.
Dreyfus Advisors’ research program made internal audiences feel included and supportive of the effort. We guided the positioning statement with global market research results/insights.
We used a combination of qualitative and quantitative research phases to investigate and sharpen the draft positioning statement. We identified the importance of climate solutions and tested several solutions for believability and motivation. We then conducted a marketing leadership “immersion session” with the research results to introduce the insights to the organization. Breakout teams worked with the data to create an action playbook.
THE RESULTS
The new brand campaign has both internal support and success in the marketplace.
The client has an organization-wide understanding of its audiences, internal and external with personas to help bring different audiences to life. It has identified its brand health status in several countries and created goals and priorities for the upcoming year. It has created a content strategy to engage the younger audience. With understanding of the motivations, barriers, and rights to win in the marketplace among its new diverse audience it can confidently target that audience going forward.