JGI Branding Strategy

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Jane Goodall Institute Brand Strategy

At the age of 74, Dr. Jane Goodall continues to travel and speak 300 days per year, however, she cannot continue at this pace forever. Like Paul Newman and “Newman’s Own”, it is incumbent on The Jane Goodall Institute (JGI) to build a legacy for Jane so that her work will continue on into the future long after she is gone.

The foundation of all JGI brands is built on the values and vision that Dr. Goodall espouses and the personality traits that make her unique. It is important to leverage these attributes in a way that allows for expanded awareness of Dr. Goodall and her work to broader consumer sets, predisposes consumers to interact with JGI brands, encourages trial and ultimately drives new revenue streams into the institute.

Jane Goodall was a part of the Apple ‘ T h i n k D i f f e re n t ’ campaign for her innovative thoughts and redefinition of man. It was this poster that made us realize the impact and importance Jane’s role in the world has made.

Roles of Jane:

Primatologist

UN Messenger of Peace

Woman

Biologist

Scientist

Anthropologist

Conservationist

Ethologist

Doctor

Humanitarian

voice

But above all the roles placed upon Jane, she had a voice, a voice of hope. A voice that people listened to. She wasn’t just a woman who studied the chimps, she understood the world they live in and the world around them including humans, animals, and the environment.

Animal

Human

Environment

So many before Jane saw each of the above as individual separate silos. You fix one you fix the rest. A simple game of cause and effect. But treating it as man vs. wild vs. animal has lead us to a difficult situation.

Deforestations and endangered animals, poor living conditions and deadly diseases for humans and climate change for our environment.

thought

So behind this captivating voice was a thought. A thought that was different from the status quo. An idea that working together is how we can help each other. We cannot work independently, the only way we will survive is to work together in balance in harmony.

advance the power of individuals to take informed and compassionate action to improve the environment for all living things

Jane knew this was not the way.

Animal

Human

Environment

al It is not just cause and effect.

We all coexist, one is not above the other.

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JGI is the....

Thought leader on the harmonious balance between animals, humans, and the environment.

Objectives: Establish Dr. Jane Goodall’s Legacy Raise Awareness Drive Consideration and Trial Drive New Revenue Streams

Thought

Jane Goodall

Approach

Action

Change

JGI

Roots Good & for All Shoots

Consumer

Current Brand Architecture Leader

Jane Goodall

Legacy

Jane Goodall

Organizing Brand

Jane Goodall Institute

Branded Programs Orchestrator of Change

Good For All

Roots & Shoots

Individuals/Participants/Members

New Brand Architecture

allows Jane’s legacy to live on through the approaches taken by JGI. While the Good For All and Roots & Shoots brands take the approaches

by JGI out to the consumers who are the orchestrators of change.

Legacy

Jane Goodall

Organizing Brand

Jane Goodall Institute

Branded Programs Orchestrator of Change

Good For All

Roots & Shoots

Individuals/Participants/Members

Win on Cause

Push Jane

The Self-Restrained

Emotionalists

What’s in it for me?

Self-gratification in contributing

Advocates

Activists

Empowered by ownership

Change is a must

The Self-Restrained

Emotionalists

What’s in it for me?

Self-gratification in contributing

Advocates

Activists

Empowered by ownership

Change is a must

The Self-Restrained

Emotionalists

What’s in it for me?

Self-gratification in contributing

Advocates

Activists

Empowered by ownership

Change is a must

JGI has successfully been targeting Activists and Advocates. However, in o r d e r t o g ro w a n d position itself for generations to come, it must broaden its reach to include a new target base.

Self-Restrained Emotionalist Advocate Activist

E m o t i o n a l i s t s

Most receptive to cause marketing: 88% would likely switch brands if other brand is associated with a good cause (if price/quality is similar) 51% have bought cause related products in last year

They are also more likely to act: 45% are more likely to donate money 36% are more likely to participate in organization’s program/events 32% are more likely to volunteer

Every individual matters.

Every individual has a role to play.

Every individual makes a difference. —DR.JANEGOODALL

Strategy: Each part has a greater purpose.

Thought

Jane Goodall

Approach

Action

Change

JGI

Roots Good & for All Shoots

Consumer

Partnership

“At GE, we are focused on bringing people, expertise and technologies together to make a difference to communities in need. It’s one of the many ways we believe our actions as a global company reflect our responsibilities as a good corporate citizen.”

Why the partnership works Ecomagination

African Presence

MetClear: products significantly lower metal levels in discharge streams without capital modifications while reducing impact on the environment

Developing Health Globally program has a 5 year, $30 million commitment

Reaching 11 countries in Africa and Latin America to people in need Homespring Central Water Purifier: modern water treatment system using hollow fiber ultrafiltration membrane technology to provide families with clear water

South African GE Educational Trust Fund: assisting small projects

Mutual Gain

Together JGI and GE can work towards sustaining human, environment, and animal conservation by reducing water use and improve water reuse.

Tie to another thought leader

Become more recognized for their global efforts

Extend with PR

Press Release Web Series

Thought

Jane Goodall

Approach

Action

Change

JGI

Roots Good & For All Shoots

Consumer

Brand Identity Old Design

New Design

P r o d u c t W i t h N e w B a d g e

Sample Packs

Coffee Maker with Grinder

Product Extension: Good For All Tea Tea is more popular than ever in America today, Americans seek a more positive, healthy lifestyle One of the highly earning exports in Tanzania is tea Partner with Caranda Fine Foods

Passive Fundraising goodforall.org

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WHOLE BEAN

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Passive Fundraising

Transparency:

Donators will be able to see how their money is being put to good use.

Transparency:

Donators will be able to see how their money is being put to good use.

Transparency:

Donators will be able to see how their money is being put to good use.

Thought

Approach

Action

Change

Jane Goodall

JGI

Good Roots & for All Shoots

Consumer

Legacy Brand Architecture

Growing - GE Publicity - PR

Identity - Logo, Clips Extension - Caranda Loyalty - Transparency

Thought

Jane Goodall

Approach

Action

Change

JGI

Roots Good & for All Shoots

Consumer

Each of us impacts the world around us every single day. We have a choice to use the gift of our life to make the world a better place – or not to bother. —DR.JANEGOODALL

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