Chris Kelsch's TIE Case Study - Wieden+Kennedy NY and the Giraffe Conservation Foundation

CHRIS KELSCH CHRIS KELSCH TIE CASE STUDY 2018

INTRO

02

SLIDE NOTES

I’m Chris Kelsch - Studio Artist at WKNY. Thanks to TIE+WKNY I got to have an experience of a lifetime.

03

INTRO

SLIDE NOTES

If you’re reading this or listening to me, you probably have been exposed to TIE in some way, but to sum up what TIE is and what it is about - TIE gives dedicated marketing professionals the opportunity to break out of their comfort zone and reassure their value in the world by placing them with an NGO who will benefit from their expertise.

Its an experiment that benefits all parties. The volunteer gets to push themselves into something foreign and uncomfortable, the NGO gets outside consultation and assistance for no cost, the hosting agency gets a stronger employee and dedicated leader, and TIE is able to sustain itself to accomplish more amazing stories.

04

APPLICATION

HI , I ’M C HR I S K E L S C H, A ND I F E E L L IK E I ’M

SLIDE NOTES

D o n’ t g e t m e w r o n g , I h a v e l i t t l e c o m -

w h a t m a ke s m e f e e l t h e b e s t i s w h e n

pl aint s about life, and when I reflec t

I get to be par t of something that has

back on the past few years of my life,

p o s i t i v e r e s u l t s . N o t l i ke w i n n i n g n e w

I c an barely comprehend all the sig-

business or selling a freelance logo,

nificant experiences life has brought

but making something that result s in

m y w a y. I ’v e a c c o m p l i s h e d a l o t . L i ke

someone being happy at the expense of

more than I could have ever imagined.

s o m e t h i n g i ’v e c r e a t e d . I t ’s o n e o f t h e

I ’m c u r r e n t l y m a k i n g s o m e o f t h e b e s t

coolest feelings. I jump at any oppor-

a r t I h a v e e v e r m a d e , i ’m i n s o m e o f t h e

t u n i t y I g e t , b u t I f e e l l i ke i ’m r e a d y t o

b e s t p h y s i c a l / m e n t a l h e a l t h i ’v e e v e r

tackle something that will get me out

b e e n , I r o c k a t m y j o b a n d i ’v e r e a l l y

of my comf or t zone. Something that

mastered many of my skill s that have

will really challenge me and get me to

assisted me through my path.

think out side of what I alread y think

IN A RU T.

B u t w h y a m I i n a r u t ? I ’v e r e a l i z e d

complish more.

paign. I need to break the routine and

How does one get involved with TIE? Well, hosting agencies come up with their own guidelines on who is sent and at WKNY the application process is simple - honestly show the people who run the program that you really want to do it, you really need to do it, and you are ready to do it. Simple, right?

I applied at a time when I was thirsty for change. I needed something different to happen in my life. My routine became mundane, repetitive and sometimes dreadful. When the time came for applications, I spilled my heart out and didn’t edit myself down. I figured if I was going to do this, then I needed to put as much of me into the application as possible. And I did. And I was chosen.

i ’v e p l a t e a u e d o n . S o m e t h i n g t h a t w i l l i n s p i r e m e t o ke e p g r o w i n g a n d a c -

come back reassured that I mat ter and

I f e e l l i ke T I E i s ex a c t l y w h a t w i l l c a t a l y ze my l i f e a nd h e l p me r e a l i ze my p o t e nt i a l a s we l l a s my i mp a c t on the world.

I ’m n o t r e a l l y i n a r u t , I ’m j u s t l o c ke d in a comf or t zone. I would love f or my skill s to be put towards doing some g e n u i n e g o o d . I ’v e b e e n g r i n d i n g o n s o m a n y n e w b u s i n e s s p i t c h e s . Wo r king many overnight shif t s. A ssisting in churning out c ampaign af ter c am-

t h a t I c a n m a ke a n i m p a c t .

I c an br ing my c reati v it y, problem solv ing, abilit y to wor k under pre s sure, and my positi ve c oll abor ati ve ment alit y to really d o some good in the wor ld .

Hopefully with animal s. I really love animal s. Regardless, i ’m r e a d y t o g i v e b a c k a n d T I E w i l l a l l o w m e t o d o t h a t .

05

WHAT NOW?

SLIDE NOTES

Everything is kicked off with a session with one of TIE’s employees who help hype you up, relieve some anxiety and structure everything out for you. They have a whole list of amazing NGOs that they have a relationship with and some strong training sessions to prepare you before sending you off to the unknown. I picked my top three NGOs, but then I was informed that there was a new NGO that wasn’t on the list yet. After briefly reading about this new participant, I knew thats where I wanted to go and what I wanted to do.

06

THE NGO

SLIDE NOTES

I had the opportunity to work with the only NGO in the world who is dedicated to the conservation of giraffe in and outside of their natural habitats.

The Giraffe Conservation Foundation.

After picking the NGO I wanted to work with, the next step was meeting the people from the NGO and getting acquainted. I would be living with the directors of the GCF in their family home so it was important that we all felt comfortable and open with each other before the mission began. We started with a skype session and followed up with some beers in NYC and prior to the start date, assisted in a few minor design projects. We stayed in contact up until my departure, so I felt comfortable with going away to a foreign place to someones house for a month.

07

FUNDRAISING

SLIDE NOTES

One of the biggest responsibilities during the predeparture process is fundraising. Fundraising gives the participant a budget so any of their ideas dos not financially impact the NGO, the participant, TIE or the host agency. Fundraising was initially uncomfortable for me. How was I supposed to ask people to fund me for a solo trip that was already funded? I had to get past that discomfort, otherwise I was going to have 0 funds to assist any ideas I may come up with. My initial thoughts were that I had to reward donors in order to attract attention. For this I explored familiar territory and began drawing up some art that was reflective to the project, Namibian culture, and myself. I then created prints of this piece along with some past illustrations. At some point I also had the idea to get some bandannas made of prints and reward donors with those. Once I had my fund raiser, to my surprise, people were more interested in donating than buying anything. Maybe my art sucks or maybe people are kinder than I initially thought. The fund raiser was a success and I raised more money than my initial goal was set for and was also left with some goodies to bring my new friends.

08

DEPARTURE

SLIDE NOTES

Months prior to my departure I had some anxiety about traveling, my accommodations, creating a strong impression once I arrived, and failing. Once my fund raiser was over and my plane ticket was booked, I didn’t care anymore. It was happening. There was no going back, so why worry?

My first challenge hit early in my adventure. I got to JFK several hours before my flight to make sure I would get my flight and be able to tackle any potential issues that may come about. I mean nothing would go wrong on the first day, right?

I got to the south African airlines desk, checked in, and then discovered I could not board my flight. My ticket name did not match my passport. My ticket was nonrefundable. It was too early in the day to contact the travel department in our Portland office. I was screwed. I failed. Time to go home, right? No. I calmed down and started thinking. Called my hr director and she pointed me in the right direction to get the situation resolved. With minutes to spare, we resolved it and I sprinted through security and arrived to my plane boarding.

I was out of breath and soaked in sweat, but revealed.

NYC WACOM TABLET STOLEN HERE

WINDHOEK JO-BURG

The flight sucked. It was long and uncomfortable and while visiting the rest room, someone went through my bag and stole my wacom tablet. Despite that, I was thrilled to actually be going. Wonder and excitement kept me awake the entire 20 hours of travel it took to get to Windhoek.

Once I eventually got through Namibian immigration, I stumbled out of the tiny airport and into the Namibian heat.

It was at this point I realized I would be sweating continuously for the next thirty days.

09

ARRIVAL

SLIDE NOTES

I met with Steph and dripped my way into the passenger side of her car. As we drove the 40km to Steph and Julian’s house I could sense her uncertainty. I figured the thoughts going through her mind were along the lines of, “Ive made a huge mistake. Who is this dumb sweaty American. Why wont he stop talking? Why does he smell like scotch and cigarettes in the morning? Is this man really going to be around my children?,” But those thoughts quickly faded when I started to notice my surrounding. Baboons ran down the side of the road. Beautiful plateaus decorated the horizon. Excitement and wonder replaced any hesitation and anxiety. I wanted to crush whatever I was going to do.

We arrived at their house. I stumbled across a construction site of 20 African men digging a massive hole on my way to the front door. Steph informed me that it was my fault their house was under construction as they had to build me a room.

I wasn’t sure if this was German humor, or if she was actually pissed at me about their decision to convert their garage into a bed room for my stay. I reminded her that I would have gladly slept on the floor.

I was greeted by two curious children, (their 12-year-od son, Luca, and 9-year-old daughter, molly), a friendly lab corgi mix, mate, and Julian’s familiar face.

Julian and I cracked a beer as we discussed my travels, jet lag and initial shock of the climate. After settling in for a few we decided to all jump in (except mate, he got thrown in) their small but refreshing pool. I felt at home.

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NAMIBIA/WINDHOEK

SLIDE NOTES

Namibia is an incredible country rich with diverse culture, amazing food, and mismatched architecture. Windhoek is the capital of the country and the city GCF is based out of. Exploring the city was one of the most enriching experiences of the journey. It’s a modern city with everything you could expect from a city in the states (movie theaters, KFC, hospitals, office buildings, Embassys, etc). English is the main language, but Afrikaans, German, and Oshiwambo are all commonly spoken. The biggest contrast to American cities (besides the landscape) is Katutura.

Katutura is Otjiherero for “The place where people do not want to live.” It was created some time during apartheid, and although the country has gained its independence, many people still live in incredibly harsh environments within Katutura. Despite the conditions, the people of Katutura are some of the most entrepreneurial and artistic of all the people in the country. Make shift salons, bars, mechanic shops, grocery stores and anything anyone can think of is on every block. It was truly eye opening seeing the conditions that these people lived in, but also amazing to see their creativity.

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WORK

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OBJECTIVES

SLIDE NOTES

ASSIGNMENT OBJEC TIVES: Create an overarching communications plan, focusing on a campaign for World Giraffe Day (June 21st).

SOCIAL OBJEC TIVES: Help guarantee a secure future for Africa’s gentle giants, raising awareness to conservation and sustainability efforts that support all giraffe populations in the wild.

One of GCF’s proudest pieces of work that they have already established is World Giraffe Day. World Giraffe Day is the longest day of the year in the west and it’s their largest fundraising day. GCF really wanted to concentrate on creating more momentum around World Giraffe Day. GCF’s objectives seemed really straight forward to me on paper, but once I got to know their organization and the logistics (money available) for a campaign for WGD, the objective did not seem so simple anymore.

13

WHO IS GCF?

SLIDE NOTES

GCF’S HQ is in Windhoek, but their conservation efforts are all across Africa and they have other projects with zoos across the world. The core team in Windhoek consists of Julian, Steph, their financial director Maria, two field volunteers and a PhD student. They also have another team with them that focuses on Environmental Education. The environmental education program they run is called KEEP, which educates local children on their environment, sustainability and local wildlife. In addition to their local team, they have a team in the US and in East Africa.

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FIRST ASSIGNMENTS

SLIDE NOTES

STATIONARY

EMAIL SIGNATURES 08

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03

To whom it may concern,

To whom it may concern,

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CONFIDENTIALITY NOTICE:

CONFIDENTIALITY NOTICE:

The contents of this presentation are intended solely for the addressee(s) and may contain confidential and/or privileged information and may be legally protected from disclosure. If you are not the intended recipient of this presentation or their agent, or if this presentation has been addressed to you in error, please immediately alert the sender by reply email and then delete this presentation. If you are not the intended recipient, you are hereby notified that any use, dissemination, copying, or storage of this message or its attachments is strictly prohibited.

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Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet

STEPHANIE FENNESSY DIRECTOR

STEPHANIE FENNESSY DIRECTOR

GIRAFFECONSERVATION.ORG +264 814 893 127 STEPHANIE.FENNESSY

GIRAFFECONSERVATION.ORG +264 814 893 127 STEPHANIE.FENNESSY

MAKE A DONATION

MAKE A DONATION

CONFIDENTIALITY NOTICE:

The contents of this presentation are intended solely for the addressee(s) and may contain confidential and/or privileged information and may be legally protected from disclosure. If you are not the intended recipient of this presentation or their agent, or if this presentation has been addressed to you in error, please immediately alert the sender by reply email and then delete this presentation. If you are not the intended recipient, you are hereby notified that any use, dissemination, copying, or storage of this message or its attachments is strictly prohibited.

The contents of this presentation are intended solely for the addressee(s) and may contain confidential and/or privileged information and may be legally protected from disclosure. If you are not the intended recipient of this presentation or their agent, or if this presentation has been addressed to you in error, please immediately alert the sender by reply email and then delete this presentation. If you are not the intended recipient, you are hereby notified that any use, dissemination, copying, or storage of this message or its attachments is strictly prohibited.

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LOREM IPSUM DOLOR SIT

LOREM IPSUM DOLOR SIT

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. SUSPENDISSE FRINGILLA EUISMOD MASSA, EGET ACCUMSAN ELIT ACCUMSAN VEL. NULLA FACILISI. CRAS TI SOCIOSQU AD LITORA TORQUENT PER CONUBIA NOSTRA, PER INCEPTOS

I rode with Julian and Steph every morning to work. The ride was about ten minutes from the suburbs to the center of the city where their office was located. They were leasing a basement from another NGO that Julian had been the director of in the past.

LOREM IPSUM DOLOR SIT

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. SUSPENDISSE FRINGILLA EUISMOD MASSA, EGET ACCUMSAN ELIT ACCUMSAN VEL. NULLA FACILISI. CRAS TI SOCIOSQU AD LITORA TORQUENT PER CONUBIA NOSTRA, PER INCEPTOS

On the first day, after settling in to my new work area, Julian and Steph went over their specific objectives with me. Before we started tackling a larger project, we decided to start on a few small things they needed designed so I could get to know the team, the brand and the culture of the organization. What first seemed as something all to familiar, became a great way for me to dissect and start to understand GCF.

The list given to me the first day: GCF marketing strategy/plan – in line with our size Campaigns/Social media:

CONFIDENTIALITY NOTICE:

The contents of this presentation are intended solely for the addressee(s) and may contain confidential and/or privileged information and may be legally protected from disclosure. If you are not the intended recipient of this presentation or their agent, or if this presentation has been addressed to you in error, please immediately alert the sender by reply email and then delete this presentation. If you are not the intended recipient, you are hereby notified that any use, dissemination, copying, or storage of this message or its attachments is strictly prohibited.

Toyota Land Cruiser Double Cab Pickup J79 (2012)

-WGD campaign/strategy/marketing plan -End of year campaign – how is it different from WGD, timings, how many emails, etc.

-Where do we go with TGIF? -Social media plan: what should we do (Facebook, Twitter, Instagram, etc.) and how often, what content, etc.

GCF identity:

PASSENGER SIDE

05 1960

-Letterheads, email signatures -Newsletter/Update template -PowerPoint template -Payslip -Annual report -Bequest information sheet

1790

3180 5245

Info flyers: -Pitch book: GCF – who are we?

-KEEP info flyer / holiday programme -Redo Adopt-a-Giraffe certificate, IDs and fun fact sheet

DRIVER SIDE

Other ideas: -Coffee thingy – where to go with this?

3180 5245

hood

15

5cm

0.5m Scale: 1:25 1.0m

All measurements in millimeters.

CULTURAL EXPERIENCE

SLIDE NOTES

After the first Friday workday, Steph and Julian took me out to a local cultural experience, Joe’s beer house. Joe’s is an awesome local spot which features local game and local craft beers. After filling up on zebra, springbok, kudu and oryx we dropped the kids off at a friends house for a sleep over and went back to the house. There we polished off a bottle of amurula and the real work finally started. They told me about all of their internal struggles. They totally crush the giraffe conservation game, but they have had internal issue after internal issue leading to a reasonable lack of faith in employees and a distrust to others influence. This is where the W+Ker in me really started to spark. W+K’s company culture and values create a fantastic environment in which people can make the best work of their lives. GCF was already doing amazing work, but they needed a foundation where they could continue to grow and continue to do the best work they can. Now I had a mission. I didn’t know what the results would end up being, but I knew where to start.

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FIELD EXPERIENCE / KEEP

SLIDE NOTES

Environmental education is an incredibly important aspect of conservation. Many Namibian locals have an understandably low understanding of their environment and their impact on the world. It is not ingrained in their minds from a young age like some more developed countries, and when there is so much struggle already, what difference does one plastic bag make? Everything we do matters, and thats what GCF’s KEEP program tries to teach young Namibians.

Several times a week, KEEP takes groups of kids out into the bush and teaches them about recycling, spotting animals, coexisting, what an environment is, and most importantly gives the children a chance to escape for a day and just be kids. I had the amazing experience of tagging along with KEEP and chaperoning one of their excursions. It was really a heart warming adventure and allowed me to understand the importance of the KEEP program.

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CULTURE AND CONTENT

SLIDE NOTES

LIFE IS TOO SHORT

Hi. YOU YOU YOU GRAB LIFE BY I HELP US WIN.YOU YOU & YOUTHE OSSICONES FIND SOLUTIONS WHY DOES TRY. FAIL. IT MATTER MOVE ON. SO WHAT IS CULTURE?

ENGAGEMENT WHY DOES ENGAGEMENT MATTER?

IMPACT

TO NOT THINK BIG

I DON’T JUST MAKE VISUALS. I HELP PITCH AND WIN (OCCASIONALLY LOSE) BIG BUSINESS, I STREAMLINE PRODUCTION PROCESSES, AND HELP PEOPLE STRUCTURE AND SELL THEIR IDEAS.

ARE CULTURE

THE WORK YOU COULD BE DOING IN THE OFFICE OR AT HOME IS AS IMPORTANT AS THE WORK YOU ARE DOING OUTSIDE THE OFFICE.

WHY ARE YOU HERE? AND HOW WILL YOU HELP US?

AND WHAT DO YOU KNOW ABOUT WHAT I DO?

COMPANY PASSION CULTURE

WHAT IS IT? WHY DOES IT MATTER? WHAT DOES IT HAVE TO DO WITH US?

IS WHAT GOT YOU HERE, OTHERWISE YOU’D BE WORKING AT WIMPY’S

NOT PROBLEMS

&

TRY AGAIN

YOUR FOLLOWERS ARE REAL PEOPLE AND YOUR PAGE IS HIGHLY DISCOVERABLE

After learning more about KEEP and being inspired from my first week, I started to dive into their analytics, social metrics, and team dynamics. NGO’s do not have the same type of budget that our brands at W+K have so looking into their social seemed like a sensible route. Their pages had a ton of followers, but their posting was misdirected and not consistent. Between their environmental education and giraffe conservation, the GCF generates killer content everyday. Despite all the great stuff they were doing, there was no drive to push for more growth, and passion seemed absent among some key team members. There also seemed to be a big divide between KEEP and the core team, which seemed counter productive. I created a presentation introducing the team to some things I’ve worked on, what company culture is, their successes/failures in social media, tools to improve their posting, a proposal to combine KEEP and GCF’s social pages, and suggested what content they should be producing. The presentation ended with a workshop which asked the group to discuss: WHO GCF IS / IS NOT WHAT GCF IS / IS NOT WHAT DOES GCF WANT / NOT WANT WHY DOES GCF WANT THAT / NOT WANT THAT

KEEP WHY DOES GCF WANT THAT

GCF

WGD WHY DOESN’T GCF WANT THAT

These questions allowed everyone’s voices to be heard and gave me a more in depth perspective on each employees mindset, goals, and passions. Some employees were defensive of some of my suggestions, but in the end, we wanted to have a conversation and it was productive that opinions were expressed, so I was happy with the results of the workshop.

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CULTURE AND CONTENT

GCF GROWTH = OPPORTUNITY

WHAT YOU WANT

WHAT YOU DON’T WANT

FOR YOU

GROWTH = SCALE

WHY YOU WANT IT

WHY YOU DON’T

WHO YOU ARE

PLATFORMS FACEBOOK THE GRAND DADDY OF SOCIAL MEDIA. ORIGINALLY THE MAIN CONTENT DISTRIBUTION CENTER. UNFORTUNATELY IT HAS BEEN OVER RUN BY FALSE MEDIA, FAKE ACCOUNTS, SHIT MEMES. GOOD FOR PUBLISHING YOUR WEB CONTENT AND DRIVING PEOPLE TO ARTICLES, WEBSITES, PARTNERS, COMMUNICATION. LESS RESTRICTIONS (NO CHARACTER LIMITS)

INTERNAL GROWTH NOT HIRING MORE PEOPLE

ASK YOURSELF

SLIDE NOTES

TWITTER INNOVATED A LOT OF WHAT WE USE NOW (HASHTAGS, STATUS UPDATES) BUT ITS BEST FEATURES HAS BEEN INTEGRATED INTO FACEBOOK AND FACEBOOK HANDLES IT BETTER. GOOD FOR REGURGITATION AND GOOD FOR OUTLETS THAT NEED TO CONSTANTLY BE GLUED TO THEIR PHONES AND PROVIDE SECOND BY SECOND UPDATES TO THEIR FOLLOWERS (SUBWAY DELAYS, TERRORIST ATTACKS, MCDONALD’S COUPONS)

WELL, TRADITIONALLY THE LITTLE GUY IS SCREWED

WHO YOU ARE NOT BUT LUCKILY, TIMES ARE CHANGING. THE LITTLE GUY MORE AND MORE HAS A VOICE. PEOPLE DON’T TRUST THE BIG BRANDS AND ARE SEEING THEM FOR WHO THEY REALLY ARE.

SNAPCHAT SNAPCHAT WAS ORIGINALLY CREATED AS A SEXTING TOOL BY SOME OF MY FRAT BROS. NO JOKE. IT GREW QUICKLY AND GAINED MASSIVE POPULARITY WHEN IT INTRODUCED STORIES. ITS NOW CURRENTLY A WASTELAND OF PRIVACY DESTROYING SHIT. USELESS FOR YOUR BRAND.

INSTAGRAM INSTAGRAM DISRUPTED TW AND FB WITH ITS IMAGE BASED CONTENT DELIVERY. IT ALLOWED PEOPLE TO CONSUME CONTENT QUICKLY, AND INSTEAD OF A LIKE, THEY CREATED LOVE (HEARTING A POST OR DOUBLE TAPPING). THE PROBLEM WITH IT WAS IT WASN’T A GOOD DRIVING FORCE FOR A BRAND. IT COULD EXPAND A BRANDS VOICE BUT IT COULDN’T REALLY MONETIZE THE BRAND... UNTIL IT STOLE SNAPCHATS STORIES AND IMPROVED UPON IT.

YOUR FOLLOWERS ARE REAL PEOPLE AND YOUR PAGE IS HIGHLY DISCOVERABLE

INTERACTION / ENGAGEMENT / DISCOVERY POSTING CONTENT AT STRATEGIC TIMES OF THE DAY MAKES YOUR BRAND DISCOVERABLE. ALGORITHMS RUN HOW CONTENT IS DISCOVERED AND IT IS IMPORTANT TO BE CONSISTENT. PEOPLE SEE IT, THEY LIKE IT, THEY FOLLOW IT, THE BECOME A FAN OF YOUR BRAND. STORIES GAVE IT ANOTHER DIMENSION BY ALSO HAVING TEMPORARY MESSAGING. THIS WAS IMPROVED UPON WHEN THEY INTRODUCED INTERACTIONS. INTERACTIONS ALLOW THE END USER TO EASILY SWIPE IN A DIRECTION TO GO SOME PLACE (SELL MERCH, GET DONATIONS), ANSWER A SURVEY (RESEARCH FIND OUT IF PEOPLE ARE INTERESTED BEFORE ROLLING SOMETHING OUT), AND ALLOW THEM TO FEEL LIKE THEY ARE PART SOMETHING BY A QUICK DOUBLE TAP (<3)

THIS IS HURTING GCF AND THROTTLING KEEP. KEEP SHOULD USE THE MAIN PAGE SO THEY CAN REACH A GRANDER AUDIENCE WICH WILL INCREASE SOCIAL OUT REACH

KEEP

WE ONLY NEED THIS SO OTHERS CANT HAVE IT LINK BACK TO GCF

GCF

WGD THESE NUMBERS ARE INSANELY GOOD. IMAGINE IF YOU BOOSTED THOSE POSTS. WE NEED TO MAKE MORE CONTENT LIKE THIS.

WE NEED TO MAKE MORE MERCH LIKE THIS.

WE NEED TO HIJACK #TGIF AS FREQUENTLY AS POSSIBLE

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CULTURAL EXPERIENCE 2

SLIDE NOTES

The second weekend of my experience, the Fennessys took me to the coastal city of Swakopmond. Swakopmond is a bizarre city surrounded by sand dunes and littered with a mixture of architectural styles. I stayed at the skeleton coast backpackers hostel. This gave me some freedom to explore on my own without my hosts. Being on my own was at first intimidating, but besides the sunburn from wondering all day, the experience was incredible. I met back up with the Fennessys and they took me on an amazing dune tour full of poisonous animals, giant dunes, and a ton of fun.

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CULTURE DEVELOPMENT

SLIDE NOTES

MEETING NOTES

MEETING NOTES CONDE NSED

GCF MARKETING MEETING

WHO IS GCF?

Friday 9 February 2018

GCF is an international science-based conservation organisa-

Chris Kelsch, TIE volunteer from Wieden & Kennedy, presented an overview of what branding is, why important, finding your voice, examples of campaigns and the need for GCF to understand who it is, what is does and …

tion that provides innovative efforts to save giraffe in the wild.

Following the presentation, the team sought to capture specifics about GCF to better understand who it is, what does GCF want and why. This is captured in the sections below.

GCF is the go-to organisation for giraffe conservation that is proactive and reactive with a strong collaborative and dynamic

WHO IS GCF? • Giraffe • Conserving giraffe • Accommodating • Pioneers • More than just a research organization • Small but a big player • Opportunity to help ourselves and the world • Funder and facilitator • Large reach internationally • Cross overs all sectors – conservation, research, education • Africa-wide and international • Ability to tap into the strength of others • Networker • Charismatic and passionate • G-Team • Capacity builders • Provide solutions not problems • Making positive change • Multi-faceted organisation • Science-based • People build organisations • Do cool stuff • Positive stories WHO ISN’T GCF? • Not a doom and gloom organisation • Not an advocacy organisation • Not an environmental education organisation • Not a research organisation • Not competing with others but collaborative • Not bunny huggers, animal welfare/rights organisation • Not a profit-making organisation • Not Julian and Steph WHAT DOES GCF WANT? • Scale appropriately, not large staff numbers • Small, nimble, vagile, proactive and reactive • Develop new opportuniTIEs • Impactful • Growth through programmes and projects • Future for giraffe • True to ourselves • “Go to” organisation • Make a difference, not armchair conservation organisation • Sustainable in all aspects • Encouraging other giraffe conservation efforts • Covert awareness into funding • Independent, open and transparent • Selective and effective

WHAT DOES GCF NOT WANT? • Increased decline of giraffe • Grow in staff massively (mean and clean) • Not over-promise • Friction • Factions • Not have mission creep • Not have scandals WHY DOES GCF WANT THAT? • Make a difference – change lives and attitudes • Motivates and inspires ourselves and others • Educating and awareness raising • Save giraffe • Impactful • Challenge • Grow • Think outside the box • Cause we can • Make Namibia and the world a better place • Have fun • Live comfortably • Want passionate people to grow • Peace, follow your dream • OpportuniTIEs to make a positive difference • Lead by example • Exciting

team working within a network of partners at all scales.

GCF is the leader in supporting a sustainable future for giraffe in/and their natural habitats.

After our weekend in Swakopmond, we dove back into developing a stronger sense of culture/voice within the organization. Julian, Steph and myself had a few brainstorming sessions in which we took what everyone said in the workshop and condensing it down to a few common points and simplified the language. We came up with a few sayings and values that stood out to all of us. GCF was almost like a giraffe - large and impactful, but gentle and timid. These ideas we developed cemented GCF’s voice and goals - be bolder, more impactful, more collaborative and more open in general.

GCF will continue to organically grow and increase awareness to save giraffe in the wild.

WHAT DRIVES GCF? To be a bold independent organisation To not be regimented To be disciplined and always on To not over-promise To be passionate To not be afraid of pushing boundaries

WHY DOESN’T GCF WANT THAT? • Not about saving giraffe • Stagnant, status quo • Not bold • Not be afraid • Want to not push boundaries • Not sustainable • Lose purpose • Want to understand situations first before acting • Create animosity

To be an open book

NEX T STEPS • GCF team have a think about any more ideas and share • Where does GCF need to change?

• Values?

• Pillars of GCF? • GCF’isms’?

• Help GCF find its voice after reviewing what we have discussed • Build culture around GCF voice

STAND TALL FOR GIRAFFE

To not be precious To build trustworthy partnerships and relationships GCFISMS GRAB LIFE BY THE OSSICONES STICK YOUR NECK OUT FOR WHAT YOU BELIEVE IN GIVE GIRAFFE A VOICE WE ARE GIRAFFE (and everything associated with them)

21

CULTURE DEVELOPMENT

SLIDE NOTES

MEETING NOTES

MEETING NOTES CONDE NSED

GCF MARKETING MEETING

WHO IS GCF?

Friday 9 February 2018

GCF is an international science-based conservation organisa-

Chris Kelsch, TIE volunteer from Wieden & Kennedy, presented an overview of what branding is, why important, finding your voice, examples of campaigns and the need for GCF to understand who it is, what is does and …

tion that provides innovative efforts to save giraffe in the wild.

Following the presentation, the team sought to capture specifics about GCF to better understand who it is, what does GCF want and why. This is captured in the sections below.

GCF is the go-to organisation for giraffe conservation that is proactive and reactive with a strong collaborative and dynamic

WHO IS GCF? • Giraffe • Conserving giraffe • Accommodating • Pioneers • More than just a research organization • Small but a big player • Opportunity to help ourselves and the world • Funder and facilitator • Large reach internationally • Cross overs all sectors – conservation, research, education • Africa-wide and international • Ability to tap into the strength of others • Networker • Charismatic and passionate • G-Team • Capacity builders • Provide solutions not problems • Making positive change • Multi-faceted organisation • Science-based • People build organisations • Do cool stuff • Positive stories WHO ISN’T GCF? • Not a doom and gloom organisation • Not an advocacy organisation • Not an environmental education organisation • Not a research organisation • Not competing with others but collaborative • Not bunny huggers, animal welfare/rights organisation • Not a profit-making organisation • Not Julian and Steph WHAT DOES GCF WANT? • Scale appropriately, not large staff numbers • Small, nimble, vagile, proactive and reactive • Develop new opportuniTIEs • Impactful • Growth through programmes and projects • Future for giraffe • True to ourselves • “Go to” organisation • Make a difference, not armchair conservation organisation • Sustainable in all aspects • Encouraging other giraffe conservation efforts • Covert awareness into funding • Independent, open and transparent • Selective and effective

WHAT DOES GCF NOT WANT? • Increased decline of giraffe • Grow in staff massively (mean and clean) • Not over-promise • Friction • Factions • Not have mission creep • Not have scandals WHY DOES GCF WANT THAT? • Make a difference – change lives and attitudes • Motivates and inspires ourselves and others • Educating and awareness raising • Save giraffe • Impactful • Challenge • Grow • Think outside the box • Cause we can • Make Namibia and the world a better place • Have fun • Live comfortably • Want passionate people to grow • Peace, follow your dream • OpportuniTIEs to make a positive difference • Lead by example • Exciting

team working within a network of partners at all scales.

GCF is the leader in supporting a sustainable future for giraffe in/and their natural habitats.

After our weekend in Swakopmond, we dove back into developing a stronger sense of culture/voice within the organization. Julian, Steph and myself had a few brainstorming sessions in which we took what everyone said in the workshop and condensing it down to a few common points and simplified the language. We came up with a few sayings and values that stood out to all of us. GCF was almost like a giraffe - large and impactful, but gentle and timid. These ideas we developed cemented GCF’s voice and goals - be bolder, more impactful, more collaborative and more open in general.

GCF will continue to organically grow and increase awareness to save giraffe in the wild.

WHAT DRIVES GCF? To be a bold independent organisation To not be regimented To be disciplined and always on To not over-promise To be passionate To not be afraid of pushing boundaries

WHY DOESN’T GCF WANT THAT? • Not about saving giraffe • Stagnant, status quo • Not bold • Not be afraid • Want to not push boundaries • Not sustainable • Lose purpose • Want to understand situations first before acting • Create animosity

To be an open book

NEX T STEPS • GCF team have a think about any more ideas and share • Where does GCF need to change?

• Values?

• Pillars of GCF? • GCF’isms’?

• Help GCF find its voice after reviewing what we have discussed • Build culture around GCF voice

STAND TALL FOR GIRAFFE

To not be precious To build trustworthy partnerships and relationships GCFISMS GRAB LIFE BY THE OSSICONES STICK YOUR NECK OUT FOR WHAT YOU BELIEVE IN GIVE GIRAFFE A VOICE WE ARE GIRAFFE (and everything associated with them)

22

CULTURE DEVELOPMENT PROJECTS

SLIDE NOTES

Although creating a full campaign for World Giraffe Day was the main objective of my placement, the conversations based around it became less and less as we accelerated through developing GCF’s voice and culture. We decided that it would be best to focus on the work that we were doing and blow it out.

I took the language that we developed in our brainstorms and created visuals with them. This helped make these ideas feel real. From there I develped three branding tools for them to use: 1. EMPLOYEE ONBOARDING BOOKLET One of GCF’s main issues was trust with their employees. By creating an onboarding booklet, new hires are introduced to GCF’s voice and expectations from the start.

2. HIGH PROFILE INVESTOR PITCH BOOK Julian expressed to me that when he is approached by high profile investors, he is frequently asked for a pitch book. To introduce GCF’s bold new thought process to these investors, we paired the new language and visuals with various third party quotes about the organization to create an impactful first-impression.

3. MOOD VIDEO The last piece of branding we created was a mood video. This video was a combination of footage they already had that I paired with footage I recoreded while out in the field with KEEP. This video would be used to start or end presentations.

23

EMPLOYEE ONBOARDING BOOKLET

WHAT DRIVES GCF? TO BE A BOLD, INDEPENDENT ORGANISATION TO NOT BE REGIMENTED TO BE DISCIPLINED AND ALWAYS ON TO NOT OVER-PROMISE TO BE PASSIONATE TO NOT BE AFRAID OF PUSHING BOUNDARIES TO BE AN OPEN BOOK TO NOT BE PRECIOUS TO BUILD TRUSTWORTHY PARTNERSHIPS AND RELATIONSHIPS

GRAB LIFE BY THE OSSICONES

SLIDE NOTES

GCF IS AN INTERNATIONAL SCIENCE-BASED CONSERVATION ORGANISATION THAT PROVIDES INNOVATIVE APPROACHES TO SAVE GIRAFFE IN THE WILD.

“Grab Life by the Ossicones.”

GCF IS THE GO-TO ORGANISATION FOR GIRAFFE CONSERVATION THAT IS PROACTIVE AND REACTIVE, WITH A STRONG COLLABORATIVE AND DYNAMIC TEAM WORKING WITHIN A NETWORK OF PARTNERS AT ALL SCALES.

STAND TALL FOR GIRAFFE

“Stand Tall for Giraffe.”

ADOPT A GIRAFFE

giraffeconservation.org/adopt-a-giraffe/

GCF IS THE LEADER IN SUPPORTING A SUSTAINABLE FUTURE FOR GIRAFFE AND THEIR NATURAL HABITATS.

GCF WILL CONTINUE TO ORGANICALLY GROW AND INCREASE AWARENESS TO SAVE GIRAFFE IN THE WILD.

GIVE GIRAFFE A VOICE

WE ARE GIRAFFE

DONATE TO GCF

giraffeconservation.org/donate/

(AND EVERYTHING ASSOCIATED WITH THEM) CELEBRATE WORLD GIRAFFE DAY (21 JUNE)

giraffeconservation.org/world-giraffe-day/

BECOME A GIRAFFESPOTTER giraffespoter.org

“Stick Your Neck Out for What You Believe In.”

“Give Giraffe a Voice.”

“We are Giraffe (and everything associated with them).”

24

INVESTOR PITCH BOOK

SLIDE NOTES

WHAT DRIVES GCF? TO BE A BOLD, INDEPENDENT ORGANISATION TO NOT BE REGIMENTED TO BE DISCIPLINED AND ALWAYS ON TO NOT OVER-PROMISE TO BE PASSIONATE TO NOT BE AFRAID OF PUSHING BOUNDARIES TO BE AN OPEN BOOK TO NOT BE PRECIOUS TO BUILD TRUSTWORTHY PARTNERSHIPS AND RELATIONSHIPS

“A WORLD FIRST FOR GIRAFFE CONSERVATION IN NAMIBIA

GRAB LIFE BY THE OSSICONES

The GCF has been busy launching the first ever World Giraffe Day (June 21 2014), the innovative citizen science Giraffe Spotter project and taking the message of Africa’s gentle giants to the USA.

GCF IS AN INTERNATIONAL SCIENCE-BASED CONSERVATION ORGANISATION THAT PROVIDES INNOVATIVE APPROACHES TO SAVE GIRAFFE IN THE WILD.

“

-Namibia Nature Foundation

“OUR UNDERSTANDING OF GIRAFFES DOES NOT MEASURE UP A growing cadre of researchers seek to understand the spectacular biology and surprisingly complex behavior of what Dr. Fennessy calls a ‘gentle giant and the world’s most graceful animal.’

“

-NY Times

“Grab Life by the Ossicones.”

GCF IS THE GO-TO ORGANISATION FOR GIRAFFE CONSERVATION THAT IS PROACTIVE AND REACTIVE, WITH A STRONG COLLABORATIVE AND DYNAMIC TEAM WORKING WITHIN A NETWORK OF PARTNERS AT ALL SCALES.

STAND TALL FOR GIRAFFE

STICK YOUR NECK OUT FOR WHAT YOU BELIEVE IN

OUR MANY PARTNERS HAVE AND CONTINUE TO PROVIDE SIGNIFICANT ON-GOING SUPPORT FURTHERING OUR EFFORTS TO SECURING A FUTURE FOR ALL GIRAFFE IN AFRICA. “The GCF implements, collaborates on and supports giraffe conservation projects throughout their natural range in order to put workable measures in place to prevent the further decline of giraffes before it is too late.”

-Dallas Zoo

“GIRAFFES: AFRICA’S GENTLE GIANTS GCF IS THE LEADER IN SUPPORTING A SUSTAINABLE FUTURE FOR GIRAFFE IN/ AND THEIR NATURAL HABITATS.

It’s an animal that you can’t help but look up to. But what do we really know about giraffes? Somehow these gentle giants have been overlooked, but not by one [team]...

“

-Sir David Frederick Attenborough, BBC

“KEEPING ENVIRONMENTAL LEARNING ALIVE

GCF WILL CONTINUE TO ORGANICALLY GROW AND INCREASE AWARENESS TO SAVE GIRAFFE IN THE WILD.

GIVE GIRAFFE A VOICE

The Khomas Environmental Education Programme (KEEP), is an exciting initiative of the Giraffe Conservation Foundation in Namibia. It’s a field-based environmental education programme that allows young people to reconnect with nature.

-99fm.com.na

“

“Stick Your Neck Out for What You Believe In.”

“Give Giraffe a Voice.”

“Stand Tall for Giraffe.”

“GIRAFFES ARE FACING ‘SILENT EXTINCTION’

LOCAL AND GLOBAL REACH KHOMAS ENVIRONMENTAL EDUCATION PROGRAMME (KEEP)

The iconic giraffe has seen its numbers drop by a startling 40 percent in the past 15 years from habitat loss and poaching. Luckily our friends from Giraffe Conservation Foundation are tackling the threat head on to make sure we don’t have to live in a world without giraffes.

“

The Khomas Environmental Education Programme (KEEP) is an exciting initiative of GCF in Namibia. KEEP is a field-based environmental education programme that allows young people to reconnect with nature. KEEP seeks to build a culture of environmental awareness, social responsibility and action in Namibia. Additionally, it can equip Africa’s future leaders, and indeed all Namibians, with the skills to live more sustainably and ultimately to improve their living conditions. KEEP aims to inspire young people to care for their environment by helping them better understand the impacts their lifestyle has on the fragile ecosystems around them.

ENHANCING CONSERVATION CAPACITY

-Wildlife Conservation Network

As GCF is based in Namibia it is only natural that we are involved in key conservation and development aspects beyond giraffe conservation in the country. Environmental education (EE) and capacity enhancement in conservation are close to our hearts and our priorities across the continent. GCF works with three different age groups to encourage young Namibians to become passionate about conservation, enhance skills and most importantly, protecting giraffe.

To engage young children in conservation and encourage a positive and caring attitude for their natural environment we developed the Khomas Environmental Education Programme (KEEP) for primary school children, which is proving very popular with over 2,000 participating primary school students per year.

To reach secondary/high school students we joined forces with one of the country’s leading EE experts. The Namib Desert Environmental Education Trust (NaDEET) provided technical support during the development of KEEP and have now included a dedicated giraffe focused activity into their 5-day high school programme.

GCF sponsors numerous high school groups to participate in the NaDEET programme and provides additional core support to the organisation.

To take giraffe conservation to industry, we have partnered up with the Namibian University of Science and Technology (NUST). GCF hosts a steady flow of interns to gain valuable work experience and increase their skill levels by supervising their projects. GCF also acts in an advisory and supervisory role to NUST in the Department of Nature Conservation and in developing of their new higher degrees.

“GIRAFFES: NOW YOU SEE THEM – SOON YOU WON’T!

WE ARE GIRAFFE

DONATE TO GCF giraffeconservation.org/donate/

(AND EVERYTHING ASSOCIATED WITH THEM)

WORLD GIRAFFE DAY

Faced with these figures but concerned that mis-information is resulting in complacency and a significant lack of investment, rectifying this situation was quickly recognised as being one of the Giraffe Conservation Foundation’s (GCF) main priorities. And so, to accompany our conservation initiatives across the continent we have begun an international re-education initiative; something of a ‘Giraffe PR Campaign’.

“

-Africa Geographic

ADOPT A GIRAFFE giraffeconservation.org/adopt-a-giraffe/

World Giraffe Day is an exciting GCF initiative to celebrate the longest-necked animal on the longest day or night (depending on which hemisphere you live) of the year on 21 June – every year!

LEARN ABOUT WORLD GIRAFFE DAY

ADOPT A GIRAFFE

giraffeconservation.org/world-giraffe-day/

GCF is conducting a long-term giraffe conservation programme in north-western Namibia. We have been studying this giraffe population of approx. 150 individuals on-and-off for almost two decades now. However, there is still so much to learn and it is only through better understanding that we can develop targeted conservation strategies with the local communities to secure the long-term future of giraffe in Africa. By adopting a giraffe you can directly support this research and join in the fight to help all giraffe populations in Africa remain wild and free!

“We are Giraffe (and everything associated with them).”

25

MOOD VIDEO

SLIDE NOTES

CLICK IMAGE ABOVE TO GO TO VIDEO OR THE LINK BELOW

HT TPS://VIMEO.COM/269682208 PASSWORD (ALL CAPS): TIE2018

26

CONTENT AND SOCIAL TRAINING

SLIDE NOTES

Once I felt we had a strong enough platform for GCF to continue to develop their internal voice/culture I used my remaining time to work with vendors to get projects created/printed, provided social content for their channels, and trained employees in reading metrics and using social tools.

I helped them find relevant times to post, strong hashtags, simple copy for descriptions, countdown posts for World Giraffe Day, and introduced them to later.com - a tool to help them schedule their posts and organize their content.

We were disappointed we did not create a full campaign for World Giraffe Day, but we were able to accomplish something that will allow GCF to continue to grow. With the social training and content, they now have all the tools they need to create a successful social campaign.

27

CULTURAL EXPERIENCE 3

SLIDE NOTES

We took a short work week my last week so we could go camping in the game reserve Etosha. Waking up and going to sleep to lions heavy breathing, drinking whiskey while watching some of the few remaining black rhinos share a drink with a giraffe and swimming in a pool in the middle of no where really made a memorable experience. Although Etosha was exciting and beautiful, I had a feeling of dread clouding this weekend vacation. My departure was around the corner and I didnâ&#x20AC;&#x2122;t want to leave, but part of the experience is the departure, so unfortunately I had to.

28

CULTURAL EXPERIENCE 3

SLIDE NOTES

29

CONCLUSION

SLIDE NOTES

The last few days we still worked, laughed and discussed, but I feel we were all down that my trip was coming to an end.

We could do so much more. I wanted to do more. Steph and Julian wanted to do more. But in the end, that’s what’s great about TIE. There will be another participant to help them in more ways and help continue to assist GCF with their growth and ambitions, and they definitely gained me as a life long supporter with whatever they need.

L AST NIGHT AT JOE’S

F IRST DAY BACK AT WKNY

30

END

31