KidsVoice Repositioning, Branding, Marketing Communications, Public Relations, Web Site Development and Event Planning Challenge: Legal Aid for Children, a small publicly funded agency defending neglected and abused children, needed greater visibility and fund-raising clout. In addition, the newly appointed director wanted to expand the vision of the agency to make it a national standard for multi-disciplinary representation of children. As such, they would need a brand and materials to provide credibility. Solution: Droz developed the name “KidsVoice” and a branding strategy based upon the new name. As part of the rebranding, a core set of values were defined and articulated in collateral materials, a Web site and a fund-raising event that introduced the new brand. Initiatives included: defining a new name, organizational identity, tag and brand promise creating a format for collateral materials creating a public relations strategy and managing press relations, including fund-raiser implementing an interactive Web site developing a fund-raising strategy Result: KidsVoice has been featured nationally. Fund-raising is up. Public awareness is substantially improved. The agency has attracted the best talent from around the country. And abused and neglected children now have a vocal and influential KidsVoice on their side. Back to Not-For-Profit Case Studies
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