For the past six months I've been redesigning, rebranding and revamping internal and external communication plans and marketing materials for one of the most unique departments of CCF: The Sponsorship Department.
I say unique for many reasons, but the main one I'm referring to when I tell people how wonderful our sponsorship program is, is that our program is a one-to-one relationship. We will actually kick a sponsor out of the program for not communicating with their sponsor kid regularly. Sponsors can meet their sponsor kids - in the flesh (no unreal kid scams here). The kids build lifelong relationships and friendships with their sponsors and their sponsors' families. I've seen kids here in Phnom Penh, during a Skype date with their sponsor families. It's moving to see our CCF kids tell their sponsors how much they love them through happy tears. It's moving to see sponsors come to Cambodia and take their sponsor kids out for pizza or go swimming when these kids may never have the chance otherwise. It is one of the best programs we run, in my opinion.
Ok, back to design and strategic communication revamping. I really can't say enough great things about CCF and my time here.
The best part about this project and my work at CCF is that I really get the chance to use all my skills on almost every project. For this particular project, I used a few of the following skills: design, photography, video, web design, managerial, strategic development, marketing...Here's a breakdown of some of the work I produced on this project and a few of my thoughts.
1. INTERNAL STRATEGIC COMMUNICATIONS PLAN
I worked closely with the Head of Sponsorship to find areas that communication could be improved, both internally and externally. I set up surveys for existing and new sponsors in order to understand weak and strong points of past communication avenues and how we can improve them in the future. Once these weaknesses were obvious, I restructured the internal communications workflow and created a new strategic communication plan. This took many interviews and meetings with key individuals including in-the-field staff, managers, employees and sponsors.
COMMS PLAN VISUALIZED Below is an example of the way I used design to help everyone visualize the new Sponsorship Communication Plan. This design was used to explain to employees their new roles and timeframes for each task so that there was less confusion when we rolled out the new process.
2. BRANDING FOR THE FUTURE
One of my biggest concerns in branding the Sponsorship department was making sure it was developed in a way that would allow other departments the option of branding so that they would all seamlessly fit together under the existing CCF brand.
Obviously an in-depth rebranding should be done at CCF with multiple branding elements in mind. At this stage in CCF's growth, we have chosen to redesign our website and branding will come later.
There really isn't anything deep about how I did this. I picked a color that works in our current branding guidelines, played with a bunch of hand drawn fonts, drew my own, incorporated parts of the current CCF logo and put it together. The key here was making sure other departments (such as the Volunteer department - coming soon!) could also follow suit with the hand drawn feel.
This is the logo we ended with, in one of its many forms. The graphic below is the one I used as the opener to the video welcoming a new sponsor. I used it in several other spots throughout the identity rebranding.
3. SAVE THE PLANET One of the most important complaints/suggestions we got from our survey was to stop wasting money and paper on physical leaflets and packages. Our old system was set up to send a physical folder in the mail, from Cambodia, with a photo of the newly sponsored child, a DVD of our CEO thanking the new sponsor, information about CCF, policies and other important info. Sometimes this packet would arrive 3 months after it was sent and sometimes not at all. One of my biggest tasks was breaking this packet down into a "Digital Sponsorship Package."
Eventually we decided on keeping key parts of the physical package and reducing everything else to a resource center. The Sponsorship Resource Center is a place where new sponsors can come to access any and all information regarding sponsorship at CCF. I took the photos, did the design and produced the video. I love this part of my job. Below is a final version of the design:
4. PRINT MATERIALS
One of the things we didn't want to lose with the new rollout was the feel of being in Cambodia while communicating with sponsors around the world. Who doesn't like to get a package from a far away land? So I redesigned a few materials that will stay as part of the physical contact we'll make with sponsors and potential sponsors.