Guide Dogs bares its teeth: a brand that delivers for campaigning
Liz Marshall, Senior communications officer
Guide Dogs is the UK’s “smiliest” charity…
“Which of the following faces best represents how you feel about – Guide Dogs”
Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain Source: nfpSynergy, Brand Attributes Monitor, Nov 12
2%
2%
4%
4%
7%
81%
3%
2%
6%
6%
10%
73%
2%
3%
4%
5%
6%
81%
0% 20% 40% 60% 80% 100%
Nov 12 Nov 11 Nov 10
4
Emotional response to Guide Dogs
Emotional affinity with Guide Dogs
1%
2%
2%
13%
28%
36%
35%
36%
1%
1%
4%
13%
27%
34%
35%
36%
1%
1%
3%
11%
8%
27%
32%
38%
35%
0% 10% 20% 30% 40% 50%
I think they would intimidate me
I think we would argue
I think they would bore me
I don't think we would have much in common
I think they would challenge me to think about issues orchallenges
I would like to get to know them
I would like to talk to them
I think they would inspire me
I think we would become friends
Nov 12 Nov 11 Nov 10
“Just imagine if Guide Dogs/ Guide Dogs for the Blind was a person, which of the following statements best describes your reaction to them?”
Base: All those aware of Guide Dogs/Guide Dogs for the Blind (1167) among 2,007 adults 18+, Britain Source: Brand Attributes, Nov 2012, nfpSynergy
5
Brand refresh 2009 - 2011
§ Extend brand beyond dogs: services and campaigning
§ Grow income and engage new audiences
Two business drivers:
To support ambitious corporate strategy 2010 - 2020
Brand positioning and manifesto
Brand mission and values
Tone of Voice
Our campaigning approach
§ Positive, solution focused campaigning § Shows our passion and determination § Become the voice of blind and partially sighted
people § Real stories – shows our human side
Dog Attacks campaign
§ Government announced compulsory micro chipping for all dogs from 2016
§ Government also announced intention to treat attacks on assistance dogs as seriously as attacks on a person
§ Moved from non campaigning to 79% of MPs aware of campaign (in 4 years)
§ Profile: media coverage reach 21 million. § Charity brand index § CIPR Award 2013
Work in progress…
§ Service tension. Guide dog owners scared to leave home.
§ Maximising impact of our campaigning profile for fundraising data collection.