Tag: 1.1

With the brand now defined, established, and represented effectively, PH should next focus on generating awareness of the brand through the most important element of the organization: the young Peruvian woman who inspired the organization. Messaging should use the BPS as an anchor to generate consistent brand positioning.

Steps To Implement

• Use the BPS as boilerplate content (What’s a boilerplate?)
• Unify visual style for easier brand recognition

Ready to Use

Material examples provided with the delivery of this IMC plan.

• Template for press release with BPS used as boilerplate
• Template for email with BPS incorporated
• Social Media Profile Descriptions
• Suggested PH description (using BPS) to be used in social media channels—descriptions vary depending on channel’s character limits
• Hashtags that draw from BPS, USP, and persuasive statements
• Visual and messaging style guide starter
• Template for capturing the girls’ stories.

Back to Strategy 1.1

Peruvian Promise is an extremely confusing element of PH. The current social media posts, interviews/videos with Ana and the girls, and newsletters sent out by PH all encompass the goals and mission of Peruvian Promise, which is currently represented as a separate element of PH. Because of this, our team strongly recommends that PH not separate Peruvian Promise from PH, but rather, take on the goals and mission of Peruvian Promise as part of its brand, and eliminate references to Peruvian Promise as a subsidiary element of PH. This means that Peruvian Promise would no longer exist as a separate element of PH but rather IS Peruvian Hearts.

Steps To Implement:

• Rename the “Peruvian Promise” tab on the website homepage to something that encompasses PH’s overarching mission and does not separate Peruvian Promise and PH. Suggestions include: “Empowering Girls,” “Our Promise,” “Our Work,” or “Our Mission.”
• Reduce the general use of the term “Peruvian Promise”
• Shift use of the term “Peruvian Promise” to the Dodson family’s commitment to help the young women served by Peruvian Hearts.

Back to Strategy 1.1