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Yaumara Gierbolini 3.4.1 week 4 discussion try 2

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Yau GierbOviani
Yau GierbOviani

Stand Up For Kids is a nonprofit organization that works to help homeless youth. It operates in 16 states with over 25 locations, providing temporary shelter and other services to help young people get back on their feet. The organization is looking to rebrand in order to reach more homeless youth, increase community awareness, and reevaluate its mission and vision. Direct competitors include organizations that provide services to homeless youth, though they differ in areas like location, services offered, and target populations.

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BRANDING ANALYSIS STAND 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 Commitment Meaning Value Authenticity Differentiation Vision 5
Direct Competitors and Zag Main tactic On the spot counseling 2013/2014 Budget $900,000 with12 employees. Onliness Statement The only rescue company that have clients living on the streets bringing personalize services upon requests. 6
Direct Competitors and Zag in New York City since 1984 Onliness Statement Active Street project The largest agency in the entire country with helping more than 19,000 homeless kids and serving 45,000 meals per year. 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 Rebrand Stand 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 7 days a week Volunteers Financial Reports Strengths 11
SWOT No job positions Connections Donations Poor Media Facilities Weaknesses 12
SWOT Opportunities Open facilities on all 50 States Expand Market trough social media Create social events and expand budget 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 13
Project Company Action Plan POSITIONING 14 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 VALUE 15 Rescuing kids since 1990 Social responsible Daily commitment Financial Reports are public Testimonials Just being human
Project Company Action Plan SUSTAINABLE ADVANTAGES 16 Build relationships Safe environment Daily opportunities Different help programs Awards President’s Volunteer Service Award 2013 Paul Grudis Volunteer Award
Project Company Strategy Recommendations 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 17
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 !!!!

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Yaumara Gierbolini 3.4.1 week 4 discussion try 2

  • 1. BRANDING ANALYSIS STAND UP FOR KIDS Yaumara Gierbolini Brand Development 3.4.1. Week 4 Discussion August 28,2014. 1
  • 2. Project Company Name STAND UP FOR KIDS 2
  • 4. 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
  • 5. Project Company Key Ideas Commitment Meaning Value Authenticity Differentiation Vision 5
  • 6. Direct Competitors and Zag Main tactic On the spot counseling 2013/2014 Budget $900,000 with12 employees. Onliness Statement The only rescue company that have clients living on the streets bringing personalize services upon requests. 6
  • 7. Direct Competitors and Zag in New York City since 1984 Onliness Statement Active Street project The largest agency in the entire country with helping more than 19,000 homeless kids and serving 45,000 meals per year. 7
  • 8. 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
  • 9. Reason to Rebrand Stand 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
  • 10. 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
  • 11. SWOT Regcognition 16 States & 25 Cities 7 days a week Volunteers Financial Reports Strengths 11
  • 12. SWOT No job positions Connections Donations Poor Media Facilities Weaknesses 12
  • 13. SWOT Opportunities Open facilities on all 50 States Expand Market trough social media Create social events and expand budget 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 13
  • 14. Project Company Action Plan POSITIONING 14 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
  • 15. Project Company Action Plan VALUE 15 Rescuing kids since 1990 Social responsible Daily commitment Financial Reports are public Testimonials Just being human
  • 16. Project Company Action Plan SUSTAINABLE ADVANTAGES 16 Build relationships Safe environment Daily opportunities Different help programs Awards President’s Volunteer Service Award 2013 Paul Grudis Volunteer Award
  • 17. Project Company Strategy Recommendations 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 17
  • 19. 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 !!!!