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CLIENT: |
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MARSH
CHILDREN'S HOME
ACAPULCO, MEXICO |
PROJECT: |
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BRAND
DEVELOPMENT
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SERVICES: |
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BRAND
IDENTITY DESIGN
STRATEGIC BRAND CONSULTING
MARKETING COLLATERAL DESIGN
ONLINE BRAND DEVELOPMENT
CREATIVE WRITING
TECHNICAL CONSULTING
BRAND IDENTITY SYSTEM DESIGN |
INDUSTRY: |
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NON-PROFIT
/ SOCIAL SERVICES |
YEAR: |
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2007 |
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SYNOPSIS:
The Marsh Children’s Home is Acapulco’s most famous and
beloved orphanage. Not only do they set the standard for childcare
in Acapulco, they raise the bar. The Marsh Home has been caring for
abused, homeless and abandoned children for over 25 years. They had
survived over the years due to the hard work and dedication of Jovita
Godiñez, her late husband Eduardo Castañon
and her sister Ruth. Their tireless dedication to improving
the lives of these children has inspired the U.S. Navy, the U.S. Coast
Guard and the Mexican Navy. These three institutions have been actively
involved in volunteer work to expand and improve the Marsh Home’s
establishment, helping them to grow from 15 children some 12 years
ago to over 80 children today. However, they have flourished due to
the donations a small group of private donors, led by Ricardo
Irvine, the former U.S. Defense Attaché Representative
in Mexico.
The have also prospered because of the continued support of a Mexican
non-profit organization, Amigos de Acapulco (Friends of Acapulco),
both of whom have very generously donated their time and money over
the years, creating a better life for the children at the Marsh Home.
Their phenomenal success has also attracted the involvement of some
of Mexico’s and the world’s most recognized brands. The
Marsh Children’s Home boasts the following corporate donors:
Coca-Cola, Johnson & Johnson, MetLife, HSBC, UBS, Costco, Fairmont
Hotels, Harley Davidson, Carnival Cruise Lines, Disney Cruise Lines,
Foundación Dr. Jose Maria Álvarez, Cinépolis,
Bodega Aurrerá, Leche Lala, Restaurantes 100% Natural, Oxxo
and Grupo Yoli.
Despite their incredible success, they lacked a strong brand and online
identity. In 2007, Mindcandy Studios approached the director of the
Marsh Children’s Home to assist them in developing a powerful
brand to help them in their global fund-raising efforts. Our goal
was to create an online identity that would personify the most important
characteristics of all successful non-profit organizations: credibility,
trust, reliability, accountability and professionalism.
In addition,
we also needed to invoke a hard-hitting emotional response from our
audience by building these additional traits into the brand’s
character: beauty, purity, youthfulness, playfulness, innocence,
fragility and potential – all of the characteristics
one finds in children.
In order for their online fundraising efforts to be as successful
as possible, the Marsh Children’s Home brand needed to exemplify
all of these traits in a manner that would solicit a powerful emotional
response from their audience, inspiring them to get involved through
child sponsorship, donating or by visiting and volunteering at the
Marsh Home.
STRATEGY:
We began by creating a brand character statement in conjunction with
a highly unique brand identity. Next we defined the information architecture
for their online brand. The information architecture would not only
need to capture the Marsh Home’s rich history of community and
corporate involvement, it would also need to support the credibility,
trust, reliability, accountability and professionalism
aspects of the brand’s character. We recommended creating an
"Our Mission" section to the online brand
(which would appear first on the Website) that would include a formal
Mission Statement along with the following subsections – "Code
of Ethics", "Accountability" and "Beliefs
& Guarantees" which would clearly outline the philosophy
and culture of the organization.
Following the "Our Mission" section would
be the "About Us" section. This section
of the website would need to explain in detail the history of the
Marsh Home – its founders, directors, benefactors and the "Pillars
of Strength". The Marsh Home’s “Pillars
of Strength” are those who find themselves on the front lines
of this institution and those who dedicate their lives on a daily
basis to improving the life of the children at the Marsh Home. This
section would also need to clearly define the legal status for the
different Boards of Directors, the Marsh Children’s Home
Acapulco, Inc. (a U.S. non-profit corporation) and its Mexican-based
counterpart (Hogar Infantil Marsh, A.C., a Mexican equivalent
to a non-profit status).
Because the Marsh Children’s Home already had such a rich history,
including the cooperation and assistance of the U.S. Navy, the U.S.
Coast Guard and the Mexican Navy, we recommended including a section
on the history of these institutions as a way to increase the Marsh
Home’s credibility. We believe that people are much more likely
to donate to non-profits organizations when they see that they have
already had the support of government institutions and some of the
largest brands in the world.
We also stressed the importance of creating of a 501(c)(3) non-profit
corporation in the United States to add even greater credibility to
the organization and to assist in fund raising efforts both in the
United States and abroad. Mindcandy Studios worked in tandem with
a small group of individuals in the private sector who set up the
U.S. 501(c)(3) corporation. After I.R.S. approval, Mindcandy Studios
served on the Board of Directors and as the Director of Marketing
for fund-raising operations in the United States and Mexico.
Our strategic recommendations for the Marsh Home’s Website included
creating an online identity that would attract donors in both the
private and corporate sectors. We also stressed the importance of
creating a process efficient, solution-oriented Website. The new Marsh
Children’s Home Website would not only help to strengthen the
brand, but it would also play a vital role in the administrative activities
and day-to-day operations of the orphanage.
Also included in our strategic recommendations was to build into the
Website a “Featured Children” and “Sponsor
of the Month” section. Both sections would utilize
dynamic, data-driven functionality, using a programming language named
PHP. These two sections would help to strengthen the brand and increase
word-of-mouth communications to expand our base of sponsorship donations
with new potential donors and volunteers.
The "Featured
Children" section would need to include photographs,
names, ages and a brief history of each child that would be added
each month into an Excel spreadsheet. This strategy would assist potential
sponsors to connect with a child who shared similar interests, dreams
or even childhood histories. Using PHP, the Marsh Home’s website
would dynamically display new "featured children" automatically,
at the beginning of each month. This would save both time and money
for the Marsh Home. Their administrator would need only to regularly
update the Excel spreadsheet and upload it to the web server, preventing
them from having to pay a Webmaster for Website maintenance.
Similarly,
the "Sponsor of the Month" page on the
Website would include a photo of the sponsor, their name, occupation,
hometown and a brief description of what motivated them to get involved
in supporting the Marsh Home by sponsoring a child. All potential
sponsors would need to be officially approved by our administrator
only after they are cleared from the National/State Sex Offender
Registry database – a free service of the United States
Department of Justice. This would ensure that they do not present
any type of threat to the children at the Marsh Children's Home. Once
approved, each sponsor would be issued a user name and password for
the Marsh Website. This password would allow them to access our “live
chat” page so that they could communicate directly with their
sponsored child.
Another strategy Mindcandy Studios recommended to the Marsh Home was
to create a main section on the Website named "Get Involved"
and a sub-section named "Marsh Ambassador™".
This section would allow our audience to support the Marsh Children’s
Home from wherever they are in the world by allowing them to play
an active role as a "Marsh Ambassador™" by utilizing
word-of-mouth communications to get their families, friends, co-workers
and communities involved. Additionally, it would increase our Website
traffic thereby increasing our Search Engine rankings while simultaneously
building an online community for the Marsh Home.
Our final strategic recommendation was to use powerful imagery in
the development of the brand’s image. The Marsh Children’s
Home’s founder and director, Jovita Godiñez,
refers to the Marsh Home as “the home of happy children. Based
on that, we decided that we needed to use as many photographs of smiling
children as possible. We also recommended using those exact words
for the Marsh Children’s Home positioning tagline. Therefore,
their online identity, brand identity system and marketing materials
would be filled with photos of smiling children. However, we felt
that our strategy needed utilize some additional powerful imagery
to connote the following characteristics of childhood: beauty,
innocence, purity, fragility and potential so that the
Marsh Home’s Website would profit from these additional, highly
symbolic features.
RESULTS
- BRAND IDENTITY: The Marsh Children’s Home
brand identity is conceptual very strong. We created two figures holding
hands, representing both mutual love and support. The blue figure
represents the adult, with one hand holding and supporting (both financially
and emotionally) the child (the green figure). The other hand of the
"adult" is outstretched, portraying their efforts to solicit
donations and sponsors for the children. The blue "adult"
figure's leg is moving forward, suggesting "leadership",
"progress" (forward motion) and "initiative".
The green figure represents the child, which is connected to the adult
by the “embraced hands” and by "LOVE". The heart
symbol is what "binds them together". The "child"
is "reaching for the stars" - representing "hope",
"ambition", "education" and a "brighter future.”
The shapes of the Marsh Children’s Home brand identity were
first created on the computer, then we used a crayon to "color
in" the shapes and letters (the fonts). This strategy gives the
brand identity the "look and feel" as if it was created
by a child, but when looking at the logo as a "stand alone"
unit, it obviously has a professional composition. This supports the
trust, credibility, responsibility and professionalism
aspects of the brand’s character. The complete logo helps us
to create a powerful brand image supporting the "core aspect"
of the brand - or the "brand essence", which is youthfulness.
The psychology of color played a vital role in the development
of the Marsh Children’s Home brand identity. The color blue
represents security, loyalty, reliability, conservatism and
fiscal responsibility. Think of any bank's logo: Chase,
Citibank, Bank of America, Merrill Lynch, Banamex, Bancomer,
etc. – all use blue as the primary color in their brand identities.
The logos of those banks that do not contain the color blue are strategically
avoiding using blue because their competitors are – and because
they want to distinguish themselves from their competition.
Green represents growth, vigor, youth, prosperity, nature,
potential and abundance. All of these characteristics
we find in children. The color red represents passion, love, excitement
and stimulation. Finally, the yellow star represents
abundance, warmth, playfulness and creativity.
Many of the characteristics of the Marsh Children’s Home brand
identity are only communicated in a subconscious manner, but they
are nonetheless communicated, whether or not the conscious mind wishes
to acknowledge them or not.
In addition to the significance of our “four” primary
brand colors used psychologically in the brand identity we also utilize
these colors to emphasize the Marsh Children’s Home four principles:
Love, Respect, Dignity and Achievement. These colors
are utilized strategically in our printed and online “e-brochure”
to significantly strengthen the Marsh brand. (download
brochure). A color “grid” or “matrix”
is then carried over and utilized as graphic elements throughout our
brand identity system, along with the images of smiling children,
flowers and butterflies to create a powerful and cohesive brand image.
RESULTS
- ONLINE IDENTITY: The online identity that Mindcandy
Studios created for the Marsh Children’s Home reinforces the
credibility, trust, security, reliability, accountability and
professionalism aspects of the brand’s character. It
also fulfills our strategic objectives by serving as an administrative
tool for the directors and administrators of the Marsh Children’s
Home. All of the necessary legal, administrative, database and fund-solicitation
documents are kept on the server in a password-protected directory
for those with the proper security clearance to access whenever they
need.
The credibility, trust and professionalism aspects
of the brand character are supported in a variety of ways. Featured
on every page is an animation with the brand identities of our corporate
donors. We also have created web pages with clearly defined terms
of use and our privacy policy, along with
a page about security. The security page explains
in detail our sponsor screening process and serves as a deterrent
to potential child predators, reinforcing the reliability, trust,
accountability and security brand characteristics.
Mindcandy Studios used a series of powerful images, in addition to
the photos of smiling children, thereby evoking powerful subconscious
emotional responses from the Marsh Home’s audience. To support
the beauty, purity, fragility and potential characteristics
of the Marsh brand, we utilized images of specific types of flowers
and butterflies on the Website, marketing collateral and also on the
Marsh Home’s brand identity system.
Flowers, both beautiful and fragile, will blossom
only under the right conditions in nature. They need sufficient rain,
sunlight and the appropriate nutrients in the soil to support their
growth and the eventual production of the flower itself. A flower’s
blossom is fragile, ephemeral and above all incredibly beautiful.
These images symbolize the fragility, beauty and the miraculous and
precarious nature of childhood itself. Similarly, children must have
love, security, food, shelter, health care and education to develop
into productive and happy members of society.
We strategically chose four specific types of flowers: a water lily,
a ginger flower, a “bird of paradise” and an orchid. A
water lily is a white flower, symbolizing the purity and
innocence of youth. Additionally, it is one of the few flowers
that will flourish under specific conditions (living in a soil-free
environment), thereby reinforcing the necessity to meet the previously
mentioned specific needs of children.
The red ginger flower symbolizes passion, love and excitement
– all of which are essential characteristics found in motherhood
while nurturing a child in a loving manner. The “bird of paradise”
flower is an incredibly beautiful and very unique looking flower.
It symbolizes the fact that every child is highly unique and therefore
has unique personalities, needs and desires. Many flower enthusiasts
see orchids as the most beautiful flower in the world. In Mexico orchids
have a very important historical relevance because they are symbolically
used by the native Indians, each one conveys a sentiment associated
with different ceremonies or religious figures.
All of these four types of flowers are found primarily in the tropical
regions of the world, reinforcing the tropical characteristic
of the brand’s character.
The butterfly images symbolize the transcendence of a child into an
adult and the precarious and inevitable nature of the process itself
– symbolizing the metamorphosis of the larva as it transcends
into its second stage of life – a magnificent butterfly. First
we chose an image of a Monarch butterfly. Monarch butterflies are
among the most widely recognized type of butterfly in the world –
giving them a universal appeal to our global audience. Additionally,
the Mexican state of Michoacán, which borders the
state of Guerrero (where the Marsh Children’s Home
is located), is known throughout the world as an extremely popular
tourist attraction in Mexico because it is home to the largest community
of migratory Monarch butterflies.
We also utilized two other types of butterflies: a “Blue-Eyed
Sailor” and a “Mexican Greenwing”. Both of these
butterflies are well known in the state of Guerrero and the
southern regions of Mexico, appealing to both donors and sponsors
in Mexico.
As a vehicle to increase our donor base and sponsorship monies through
fund-raising activities and word-of-mouth communications, we actively
promoted the "Get Involved" and the "Marsh
Ambassador™" sections of our Website. Mindcandy
Studios created brand names for the five types of "Marsh Ambassadors"
– each of whom perform different duties based on their specific
personality types, vocations, skills and desires. Generally speaking,
the different types of Marsh Ambassadors perform the following variety
of activities: Fund-raising campaigns; Letter-writing campaigns, E-mail
campaigns, Sponsorship Solicitation, Collecting Donations, Distributing
our E-Brochure, participating in our Internet Link-Building Campaign
to increase traffic to our Website. The brand names we created for
the five types of Marsh Ambassadors are: Marsh Ambassador First
Class™, Marsh Ambassador Computer Compadre™, Marsh Ambassador
Social Butterfly™, Marsh Ambassador Executive Officer™
and Marsh Ambassador Wordsmith™.
As Director of Marketing, Mindcandy Studios researched various data-mining
companies and direct marketing list brokers to initiate the Marsh
Children’s Home first official online marketing campaign. As
with all non-profit organizations, budgetary constraints are always
a concern. We negotiated a discounted rate using our 501(c)(3) non-profit
status to acquire an email list of "Churches who Donate"
from one of America’s leading direct marketing firms. Because
the Marsh Children’s Home is a Christian organization, we decided
to first target churches in the United States. Our goal was to initiate
our fund-raising campaign on December 4th, 2007. The objective was
to take advantage of the Christmas “gift giving season”
providing pastors, priests and chaplains a three-week window to address
their parishioners and encourage them to “get involved”
by making financial donations, setting up fund-raising events, sponsoring
a child or becoming a Marsh Ambassador™.
The "News" section of the Website fulfills
several specific strategic objectives. It informs the audience about
the various special events and outings that the children attend. This
provides our audience with tangible elements of proof that our administrators,
corporate donors, sponsors and visitors are dedicated to improving
the life of the children. The "News" section
also builds credibility into the Marsh Home brand by informing them
about the active roles of community and corporate donors, giving news
about current fund-raising campaigns and our success stories about
children who have “graduated” from the Marsh Home, continuing
their education at local Universities. Additionally, the "News"
section also builds an online community and increases our website
traffic, which in turn provides the Marsh Children’s Home Website
with higher rankings in the major Search Engines, which will simultaneously
increase our brand equity, donor base and our financial sustainability.
Mindcandy Studios created subtle yet highly effective illustrative
background for the Marsh Home Website. The soccer balls and stuffed
animals (Winnie the Pooh) support the playfulness, youthfulness,
innocence and purity aspects of the brand character.
Similarly, the illustrations of the sun, palm trees, flowers and fish
reinforce the brand’s tropical characteristic. The
tropical characteristic of the Marsh brand’s character
is a very important one; the Marsh Children’s Home is located
directly on the beach (in the Municipality of Playa Bonfíl,
a short drive from Acapulco), they are very successful in attracting
volunteers and visitors. The Marsh Home has three private rooms that
are available for a minimal cost to our visitors. Volunteers such
as college students and teachers on their summer breaks are permitted
to use these rooms for free provided they are willing help the staff
with maintenance (painting, landscaping, etc.) or to teach English
or give Bible classes to the children. By actively promoting the Marsh
Ambassador Program and our Volunteer/ Visitor Program,
we hope to attract even more visitors and volunteers in the future.
Finally, since the primary objective of the non-profit Marsh Children’s
Home Acapulco, Inc. is to ensure financial sustainability for the
Marsh Home for years to come, we added to the functionality of the
Website the ability to accept monies via credit card, direct deposit,
checks and through Paypal®. Our goal was to make it as
easy as possible for people to make donations to the Marsh Home by
developing an e-commerce solution with the maximum amount of flexibility.
CONCLUSION:
In summary, Mindcandy Studios leveraged the Marsh Children’s
Home rich history and their existing brand equity to create a highly
unique, complete and overall powerful brand image, from its brand
identity to its identity system, from its branded marketing collateral
to its online identity. We provided invaluable strategic brand consultations
to create an online identity that supports all of the vital brand
characteristics. We also created a Website that will assist the administrators
and the Board of Directors of the Marsh Home to achieve greater efficiency,
transparency and credibility with the ability to exponentially increase
its donation monies through a direct marketing campaign and their
commerce-enabled Website.
We provided the Marsh Children’s Home with both strategic marketing
consultations and the design of an incredibly beautiful brochure that
will enable them to build an ever-expanding community of charitable
donors, sponsors and volunteers. Finally, we offered our consulting,
brand development, creative design, copy writing and web development
services pro-bono, in the hopes of helping to enrich the lives of
the 80+ children currently residing at the Marsh Children’s
Home. We encourage you to visit their Website by typing the following
URL into your Web browser: http://www.marshchildrenshome.org.mx!
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