parkinson's uk uncovered
DESCRIPTION
Caroline Ledger, Parkinson’s UK and Dan Dufour, The Team CharityComms seminar July 15 2010 www.charitycomms.org.uk/eventsTRANSCRIPT
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Hello!Parkinson’s UK Uncovered
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Why have we re-branded?
How did we develop our brand?
What does the end result look like?
What are the results?
How did we engage and involve people?
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What is a brand?
A brand is a set of ideas, images and associations that people carry around in their heads about companies, products, or charities like us.
In other words our brand is our reputation.
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There are three elements that make up a brand.
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There are three elements that make up a brand.
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There are three elements that make up a brand.
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Why have we re-branded?
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Lot’s of people don’t understand Parkinson’s properly.
1 in 7 people incorrectly think only older people get Parkinson’s, and that people under 40 cannot get the disease.
Lots of people haven’t heard of us or know that we can help.
The Parkinson’s Disease Society only has 1% public awareness and only 5% of people say they have seen our old logo.
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We don’t reach everybody that we should.
There are 120,000 people living with Parkinson’s in the UK, and yet we currently only have 30,000 members.
We must increase our income byraising more than £27million by theend of 2014. That’s a 11% increaseper year, and means inspiring lotsmore people to support us.
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How did we develop our new brand?
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Phase 1/ Research
(March – May)
Parkinson’sDiseaseSociety
We carried out research to find out how much we needed to change. This included interviews and focus groups with all our audiences.
• We didn’t have a clear vision and found out that everyone explained the society in a different way.
• People didn’t like our name. Some people didn’t like the word “disease” because it sounded off-putting or contagious. Others felt the word “society” was old fashioned or sounded exclusive.
• Some people criticised the culture of the charityfor being divided, slow and “a bit dusty”. Like a plodding hippo rather than a fast-paced fox.
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© The Team 2010
© The Team 2010
Phase 2/ Brand development
(May – July)
Next we defined our vision, mission and values, and developed options for a new name and strapline.
These were tested with all our audiences (reference groups)before being agreed by the Board.
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Brand pyramid
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Brand pyramid
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Brand pyramid
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Core values
(the way we all work together)
We listenEverything we do is based on the experiencesof people affected by Parkinson’s.
We focusWe deliver results and make the most ofour resources.
We inspireOur energy and determination inspire thosearound us.
We innovateWe’re always looking for ways to do things better.
We’re passionateWe go the extra mile.
We’re unitedWe work together collaboratively.One organisation – united behind a shared vision.
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Brand values
(the way we communicate)
ShortWe get to the point. We say what we think.
SimpleWe use friendly conversational language.
BoldWe stand out from the crowd.
BrightWe’re lively, positive and upbeat.
HumanOur personality shines through.
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Phase 3/ Creative development
(Aug – Oct)
We started by doing an auditof the current identity and style of language (tone of voice).
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© The Team 2010
We also looked at the brandsof other charities in our sector…
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We designed three options for the brand (logos, colours, typography and photography) and tested them with the same reference groups from stage two.
We then chose one route on the basis of the feedback – developedit further – and got approval from our Board.
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How did we engage and involve people?
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Not the dreaded “B” word
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We used open and honest communications through all available channels from the outset, and at every stage.
This included presentations at the beginning about what a brand was and why we were re-branding.
Staff and Trustee presentations, FAQs, meetings, articles, emails and 7 regional events.
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We asked people what three words they would used to describe the charity today…
1/ Informative
2/ Supportive
3/ Friendly
Passive
Distant
Disparate
Old-fashioned
Traditional
Conservative
Cautious
Complacent
Clumsy
Bureaucratic
White middle class
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And what three words they would use to describe the charity they would like to see of the future…
1/ Informative
2/ Supportive
3/ Friendly
Unified
Coherent
Efficient
Bold
Modern
Dynamic
Innovative
Progressive
Pioneering
Well-known
Warm
Positive
Hope
Empowering
Cure
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We involved our staff and supporters in the project all the way through, including at our AGM in September
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We made a follow up video following the creative development
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But in hindsight…
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What does the end result look like?
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Parkinson’s UK stencil
One of the key elements of our new look is the Parkinson’s UK. We’ve had it made especially for us.
Over time we hope people will recognise us when they see
our stencil.
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Our logo
Our new name is short and simple.
Our strapline expresses our determination to improve understanding of Parkinson’s, finding a cure and inspire others to support us.
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© The Team 2010
What are the results?
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96% staff agree the charity now has a clear vision for the future
72% members believe the new brand will help the charity achieve its goals
11% increase in average donation
32% increase in direct mail response
5% ahead of fundraising target for year
74% branches adopted the new brand in the first month
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© The Team 2010
© The Team 2010