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Jane Goodall Institute Brand Strategy
At the age of 74, Dr. Jane Goodall continues to travel and speak 300 days per year, however, she cannot continue at this pace forever. Like Paul Newman and “Newman’s Own”, it is incumbent on The Jane Goodall Institute (JGI) to build a legacy for Jane so that her work will continue on into the future long after she is gone. The foundation of all JGI brands is built on the values and vision that Dr. Goodall espouses and the personality traits that make her unique. It is important to leverage these attributes in a way that allows for expanded awareness of Dr. Goodall and her work to broader consumer sets, predisposes consumers to interact with JGI brands, encourages trial and ultimately drives new revenue streams into the institute.
Jane Goodall was a part of the Apple ‘ T h i n k D i f f e re n t ’ campaign for her innovative thoughts and redefinition of man. It was this poster that made us realize the impact and importance Jane’s role in the world has made.
Roles of Jane:
Primatologist
UN Messenger of Peace
Woman
Biologist
Scientist
Anthropologist
Conservationist
Ethologist
Doctor
Humanitarian
voice
But above all the roles placed upon Jane, she had a voice, a voice of hope. A voice that people listened to. She wasn’t just a woman who studied the chimps, she understood the world they live in and the world around them including humans, animals, and the environment.
Animal
Human
Environment
So many before Jane saw each of the above as individual separate silos. You fix one you fix the rest. A simple game of cause and effect. But treating it as man vs. wild vs. animal has lead us to a difficult situation.
Deforestations and endangered animals, poor living conditions and deadly diseases for humans and climate change for our environment.
thought
So behind this captivating voice was a thought. A thought that was different from the status quo. An idea that working together is how we can help each other. We cannot work independently, the only way we will survive is to work together in balance in harmony.
advance the power of individuals to take informed and compassionate action to improve the environment for all living things
Jane knew this was not the way.
Animal
Human
Environment
al It is not just cause and effect. We all coexist, one is not above the other.
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JGI is the.... Thought leader on the harmonious balance between animals, humans, and the environment.
Objectives: Establish Dr. Jane Goodall’s Legacy Raise Awareness Drive Consideration and Trial Drive New Revenue Streams
Thought
Jane Goodall
Approach
Action
Change
JGI
Roots Good & for All Shoots
Consumer
Current Brand Architecture Leader
Jane Goodall
Legacy
Jane Goodall
Organizing Brand
Jane Goodall Institute
Branded Programs Orchestrator of Change
Good For All
Roots & Shoots
Individuals/Participants/Members
New Brand Architecture
allows Jane’s legacy to live on through the approaches taken by JGI. While the Good For All and Roots & Shoots brands take the approaches by JGI out to the consumers who are the orchestrators of change.
Legacy
Jane Goodall
Organizing Brand
Jane Goodall Institute
Branded Programs Orchestrator of Change
Good For All
Roots & Shoots
Individuals/Participants/Members
Win on Cause
Push Jane
The Self-Restrained
Emotionalists
What’s in it for me?
Self-gratification in contributing
Advocates
Activists
Empowered by ownership
Change is a must
The Self-Restrained
Emotionalists
What’s in it for me?
Self-gratification in contributing
Advocates
Activists
Empowered by ownership
Change is a must
The Self-Restrained
Emotionalists
What’s in it for me?
Self-gratification in contributing
Advocates
Activists
Empowered by ownership
Change is a must
JGI has successfully been targeting Activists and Advocates. However, in o r d e r t o g ro w a n d position itself for generations to come, it must broaden its reach to include a new target base.
Self-Restrained Emotionalist Advocate Activist
E m o t i o n a l i s t s
Most receptive to cause marketing: 88% would likely switch brands if other brand is associated with a good cause (if price/quality is similar) 51% have bought cause related products in last year
They are also more likely to act: 45% are more likely to donate money 36% are more likely to participate in organization’s program/events 32% are more likely to volunteer
Every individual matters. Every individual has a role to play. Every individual makes a difference. —DR.JANEGOODALL
Strategy: Each part has a greater purpose.
Thought
Jane Goodall
Approach
Action
Change
JGI
Roots Good & for All Shoots
Consumer
Partnership
“At GE, we are focused on bringing people, expertise and technologies together to make a difference to communities in need. It’s one of the many ways we believe our actions as a global company reflect our responsibilities as a good corporate citizen.”
Why the partnership works Ecomagination
African Presence
MetClear: products significantly lower metal levels in discharge streams without capital modifications while reducing impact on the environment
Developing Health Globally program has a 5 year, $30 million commitment
Reaching 11 countries in Africa and Latin America to people in need Homespring Central Water Purifier: modern water treatment system using hollow fiber ultrafiltration membrane technology to provide families with clear water
South African GE Educational Trust Fund: assisting small projects
Mutual Gain
Together JGI and GE can work towards sustaining human, environment, and animal conservation by reducing water use and improve water reuse.
Tie to another thought leader
Become more recognized for their global efforts
Extend with PR
Press Release Web Series
Thought
Jane Goodall
Approach
Action
Change
JGI
Roots Good & For All Shoots
Consumer
Brand Identity Old Design
New Design
P r o d u c t W i t h N e w B a d g e
Sample Packs
Coffee Maker with Grinder
Product Extension: Good For All Tea Tea is more popular than ever in America today, Americans seek a more positive, healthy lifestyle One of the highly earning exports in Tanzania is tea Partner with Caranda Fine Foods
Passive Fundraising goodforall.org
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WHOLE BEAN
89
84
34
78
97
98
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Passive Fundraising
Transparency:
Donators will be able to see how their money is being put to good use.
Transparency:
Donators will be able to see how their money is being put to good use.
Transparency:
Donators will be able to see how their money is being put to good use.
Thought
Approach
Action
Change
Jane Goodall
JGI
Good Roots & for All Shoots
Consumer
Legacy Brand Architecture
Growing - GE Publicity - PR
Identity - Logo, Clips Extension - Caranda Loyalty - Transparency
Thought
Jane Goodall
Approach
Action
Change
JGI
Roots Good & for All Shoots
Consumer
Each of us impacts the world around us every single day. We have a choice to use the gift of our life to make the world a better place – or not to bother. —DR.JANEGOODALL
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