The One Problem
PEOPLE
DISADVANTAGED PEOPLE
ENVIRONMENT
ANIMALS
ENDANGERED SPECIES
CHIMPS
Social Hierarchy of Importance
Environment
People
Animals
Environment
Coexistence Movement People
Animals
Coexistence Peace
Charity
Environment
Coexistence Movement People
Animals
Potential Target?
The task at hand: “broaden consumer sets�
Older moms 35 -54 age high disposable income
Rollout Plan Phase 1 Who will our message resonate with?
The Sustainable Mindset
People have the power to bring positive change to the world.
18-75 70 million people
The Sustainable Mindset
Rollout Plan Phase 1 Who will our message resonate with?
Acquire The Sustainable Mindset
Phase 2 create brand advocates
spread the word
A
B
A
JANE GOODALL THE JANE GOODALL INSTITUTE
ROOTS & SHOOTS
JANE GOODALL’S GOOD FOR ALL
Brand Architecture
JANE GOODALL THE JANE GOODALL INSTITUTE
ROOTS & SHOOTS
JANE GOODALL’S GOOD FOR ALL
Jane Goodall: the Woman Positioning: Jane Goodall is the leader of the coexistence movement; supporting the sustainable interlocking of people, animals and their natural environments around the world.
Brand Mantra: Good for All. Good for People, Good for Animals, and Good for their Natural Environments.
JANE GOODALL THE JANE GOODALL INSTITUTE
ROOTS & SHOOTS
JANE GOODALL’S GOOD FOR ALL
The Jane Goodall Institute
Positioning:
The Jane Goodall Institute is a global non- governmental organization that believes preserving and promoting the interlocking coexistence between people, animals, and their natural environments is good for all.
JANE GOODALL THE JANE GOODALL INSTITUTE
ROOTS & SHOOTS
JANE GOODALL’S GOOD FOR ALL
Roots & Shoots
Positioning:
Roots & Shoots empowers local communities to bring together each of the elements of coexistence in their communities; people, animals, and the environment; to make a sustainable difference now and in the future.
JANE GOODALL THE JANE GOODALL INSTITUTE
ROOTS & SHOOTS
JANE GOODALL’S GOOD FOR ALL
Jane Goodall’s Good for All
Positioning: Jane Goodall’s Good For All enables an interlocking, coexistent global community through the production and sale of fair trade products.
So how do I participate in the coexistence movement?
Donate to the jane goodall institute
How to participate in the coexistence movement
become a movement ambassador
jane goodall’s good for all merchandise
digital propaganda
Jane Goodall’s Good For All merchandise
PRODUCTS
PARTNERSHIPS
PACKAGING
merchandising strategy:
good for all merchandising tactic:
fair trade
We want to become the known fair trade brand.
Fair trade benefits our Good For All message...
it’s an interlocking way of life
In Thailand:
Working in the rice fields
Endangered Asian Elephant
Rice produced
Jane Goodall Alter Eco fair trade rice
In The Phillipines:
Harvesting Sugar Cane
Endangered Calamian Deer
Sugar Produced
Jane Goodall Alter Eco fair trade sugar
Current merchandise
Jane Goodall’s Good For All merchandise
PRODUCTS
PARTNERSHIPS
PACKAGING
Brand color palette
Tone conviction
down-to-earth
Requirements
simplicity
smart
The Badge Jane Goodall
is Good For All.
Organic Milk Chocolate
Organic Milk Chocolate
Organic Milk Chocolate
THIS CHOCOLATE IS
GOOD
FOR YOU.
Actually, this chocolate is good for all. 100% of the proceeds go towards the Jane Goodall Institute, which helps people, animals and their environments coexist together to save planet earth. Seems like a good investment for a chocolate bar? We think so.
O
Organic Milk Chocolate
Organic Milk Chocolate
Organic Milk Chocolate
Coffee e mbe Reserv Tanzanian Go
mbe Tanzanian Go
Jane Goodall’s Good For All merchandise
PRODUCTS
PARTNERSHIPS
PACKAGING
Potential Fair Trade Partners
Donate to the jane goodall institute
How to participate in the coexistence movement
Become a Movement AMbassador
jane goodall’s good for all merchandise
digital propaganda
Movement Ambassador Student
Schools & Universities
Parents
Social Circles
Spread the ‘Coexistence movement’
Employee
Colleagues & business circle
Donate to the jane goodall institute
How to participate in the coexistence movement
volunteer with Roots & Shoots
jane goodall’s good for all merchandise
digital propaganda
Digital Propaganda
website
redesign
the movement kit
digital pr
photo essays
youtube
Mash-ups
ireport
-
“Wildlife”
Chimps Other animals Other animals Etc.
“Wildlife”
Subscribe to RSS Feed
Spread the Movement
Home | News | About Jane | WIldlife Central | Africa Program | Research | Start Shopping | Ways to Give
JANE GOODALL THE JANE GOODALL INSTITUTE
ROOTS & SHOOTS
JANE GOODALL’S GOOD FOR ALL
Subscribe to RSS Feed
Spread the Movement
Home | News | About Jane | WIldlife Central | Africa Program | Research | Start Shopping | Ways to Give
JANE GOODALL THE JANE GOODALL INSTITUTE
ROOTS & SHOOTS
JANE GOODALL’S GOOD FOR ALL
GOOD GOODFOR FORALL ALL
Photo Essay
My Personal Blog
Photo Essay
My Personal Blog
Wildlife | Ecosystem | Community | Ambassadors The Jane Goodall Institute
Roots & Shoots
Jane Goodall’s Good for all
3120
Dedicated Ambassadors
Wildlife | Ecosystem | Community | Ambassadors The Jane Goodall Institute
Roots & Shoots
Jane Goodall’s Good for all
Good for All Ambassador John Smith
Richmond,VA Get in Touch
Roots & Shoots Ambassador Grace Chang
Orange County, CA Get in Touch
3120
Dedicated Ambassadors
Wildlife | Ecosystem | Community | Ambassadors The Jane Goodall Institute
Roots & Shoots
Jane Goodall’s Good for all
3120
Dedicated Ambassadors
Wildlife | Ecosystem | Community | Ambassadors The Jane Goodall Institute
Roots & Shoots
Jane Goodall’s Good for all
3
CHIMPS PROTECTED IN GOMBE by Karen Thomas London
1
CHIMPS PROTECTED IN GOMBE by Particia Walter CA
Get in Touch
3120
Dedicated Ambassadors
Digital Propaganda
website
redesign
the movement kit
digital pr
photo essays
youtube
Mashups
ireport
.com
Grassroots JGI project brings light to DRC village
My Personal Blog
visit www.janegoodall.org & be a part ofmake the Coexistence a differencemovement
My Personal Blog
Join ICoexistence believe & in visit Environment People of Jane movement www.janegoodall.org coexistence Animals Goodall’s
The Movement Kit Logo
Coexistence Kit
Photo & Video
Spread the word
Jane Goodall
Banners & Badges for personal blogs & web profiles
JG’s Photo Essay for personal blogs & web profiles
Send free e-card
JGI Print ‘Coexistence’ Stickers / bumper stickers Roots & Shoots Download everything you need to spread the movement “Good for all”
-Editable Posters & Print - Images - Email & Web News Letter - Information Sheets
Download Now
Send Email invites to friends & families
One Final Thought
One Final Thought