Case Study
Proactive Drive Charitable Trust
Both Rose-Marie and Gail combined their skills to evolve the existing brand positioning and take the brand to market using all forms of media - a significant development of their external communications strategy. We were unable to change the logo form and colour palette, however everything else was open to updating, changing and developing.
A strategic document was developed by a specialist supplier, however the missing link for this client was how to actually deliver this strategy to the marketplace while educating the public, building brand recall and attracting funding/sponsorship support - both public and corporate.
With the client, we workshopped the primary messaging we wanted to present to the marketplace and realised that educating the general public about some of the New Zealand driving statistics would be a great way to start this ‘conversation’. Our audience was shocked by being faced with the real cost poor driving skills has on our community which heightened our message cut-through.
As with many non profit organisations having the financial resources to invest in taking their brand to market is tough - and as a charity not funded by government, Proactive Drive was no different. What did make the difference was that the entire organisation understood the power of building brand equity, in both the short and long term, from the Board of Trustees right through to the instructors on the coal face.
It is an ongoing process and we have literally touched the surface of delivering a meaningful message to donors, sponsors and our broader audience - but it has already proven to make a significant impact - in every way.
