UNICEF Brand Revitalization: Engaging New Pledge Donors

This comprehensive essay analyzes UNICEF's brand revitalization strategy, focusing on engaging a new generation of pledge donors. The analysis begins with a situational analysis using the PEST framework to understand the political, economic, socio-cultural, and technological factors influencing UNICEF's operations. A thorough brand audit examines UNICEF's positioning, brand value, unique selling proposition, and external branding. The essay identifies the characteristics of UNICEF's contributors, including business and individual donors, and defines target customer personas. It then explores the media landscape and develops a communication strategy with specific objectives and techniques, followed by a customer journey map and evaluation metrics. Key Performance Indicators (KPIs) for growth are established, and the strategic plan is applied to the manpower outsourcing sector. The essay concludes with a summary of the findings and recommendations for UNICEF's brand revitalization.

Running head: BRANDING MANAGEMENT
Branding management
Name of the student
Name of the university
Author note

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Table of Contents
1. Introduction..................................................................................................................................4
2. Situational Analysis.....................................................................................................................4
2.1. PEST analysis.......................................................................................................................4
2.1.1. Political..........................................................................................................................4
2.1.2. Economic.......................................................................................................................5
2.1.3. Socio-cultural.................................................................................................................6
2.1.4. Technological................................................................................................................7
3. Brand audit of UNICEF...............................................................................................................7
4. Characteristics of UNICEF’s contributors...................................................................................9
5. Identification of the target customer personas...........................................................................11
6. Media Landscape.......................................................................................................................12
7. Communication Strategy...........................................................................................................14
7.1. Objectives:..........................................................................................................................14
7.2. Techniques:.........................................................................................................................15
8. Customer Journey Map..............................................................................................................15
9. Evaluation metrics and indicators..............................................................................................17
10. KPIs for growth.......................................................................................................................17
11. Strategic plan in manpower outsourcing sector.......................................................................20
12. Solutions for G4S UAE...........................................................................................................21

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13. Conclusion...............................................................................................................................21
Reference.......................................................................................................................................23
Appendix........................................................................................................................................26

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Executive summary
The aim of this report is to discuss about the brand revitalization strategy of UNICEF. There are
different elements of brand audit are being analyzed from the perspective of UNICEF. In
addition, the new most potential customer personas are identified in this report. Various
performance evaluation metrics and indicators are discussed in this report, which will help to
measure the effectiveness of the proposed communication plan. Lastly, the strategic plan
discussed for UNICEF is applied on the manpower outsourcing industry with a few changes and
replacements.

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1. Introduction
Retaining and recruiting pledge donors is one of the significant challenge faced by the
social work organizations or NGOs like UNECEF. They face several challenges like loss of
commitments and unwillingness of taking participation from the donors because of negative
publicity about the brand or the problems associated with these organizations (Kok et al. 2017).
It is to note that a regular and un-earmarked donations are very necessary for UNICEF as they
are internationally recognized non-profit organization that stands for saving the lives and
promoting welfare. This is why they need to be able to respond to the crisis that might take place
from any corner of the world. Unlike the regional charity organizations, the demands that are
placed upon the global organizations like UNICEF are huge and the funds that are donated for a
particular cause could be a challenge for their global contribution and strategy. Hence, there is a
high need of flexibility from the part of the company to address the emerging issues. This report
shall elaborate on developing a corporate brand revitalization strategy including a
communication strategy for generating an engagement around the brand UNECEF and
developing better connections in between the members of the younger generations- the current
pledge donors and the potential pledge-donors of the coming future. It shall also highlight the
issues in this relations.
2. Situational Analysis
2.1. PEST analysis
2.1.1. Political
a) Unstable government

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The rise of conflict and insecurity could result in unstable government in India. This further
is leading to increase in the rate of crimes within the nation and is impacting the operation of
UNICEF to a great extent. The government policies such as the public health, the right to
education etc. influence the children to some extent. The healthy development of the children in
India, being a developing country, is also influenced by the conditions like the level of poverty,
lack of health care in the country, safe water, pollution, malnutrition and disease (Ezeh et al.
2017). All these threaten the future of the children and hence, the future of the societies as well
in which they prevail.
b) Societal changes
There is an increase in the level of family benefits that are also included in the application for
the advantage like low rent public housing or the tax credit. Moreover, the change in the society
also have a significant impact on children. For example, transformation of the structure of the
family, the increase of globalization, the ever changing patterns of employments as well as the
shrinking social welfare in India have strong effects on an healthy development of the children.
2.1.2. Economic
a) Increase in disposable income
Increase in the net disposable income of the people in India, along with the increase in the
rate of inflation, rate of exchange and rate of unemployment are influencing the operations of the
non-profit organizations like UNICEF. It is to note that as per Zhang (2016), about 75% of the
total disposable income of the family are spent on children world-wide. With the same, in the
year 2015, the consumer price-index annual inflation stood at 4.5%. This impacts the total

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household spending. According to Soric (2018), the prospect of the double dip recession
consumer confidence decrease the level of recession.
b) Rate of exchange
The change in rates of exchange are likely to encourage the firms and the households at
international border and home for altering their behavior and this would take place whenever
there is a change in the price.
c) Rate of unemployment
Rate of unemployment in India has a total of two potential impacts on the total household
spending. Firstly, the ones of who are unemployed, spend very less due to their low personal
income. Secondly, it cause negative expectations for both the unemployed and the employed.
This has the potential to curb on the curb on the customer spending as well as a stimulus to their
saving.
2.1.3. Socio-cultural
India as a country is peaceful and prosperous and is on the track of development and
meeting the development goals of the Millennium. There is hardly any issue such as gender
disparity etc. However, there is an increase in the level of insecurity of the social factors and the
violations of the human rights would led to failure of the traditional politics, the increase in the
rate of criminality as well as the breakdown of the systems of state protection like pensions,
health, the unemployment aid etc. (Martin et al. 2016). In this way, more number of people will
be left unprotected from the old age and illness.

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Brand audit
Unique selling proposition
Brand value
Brand positioning
External branding
2.1.4. Technological
The shortage of access of the resources for the local people and the regionals
continuously provide several conflicts. There is a likelihood of existence of a deep technological
divide among the people and the firms. Notwithstanding the fact, because of the opening of the
media, there is an increasing internal debate on the different political and economic aspects.
It is to note that the technological advances would increase the impacts of gaining new
donors for UNICEF and at the same time, would encourage and involve the prevailing donors
with a sounder digital divide. For example, the tracking of the system of donor (tracking the
donated gift) and instant direct mailing.
3. Brand audit of UNICEF
The first element of brand audit is brand positioning. This refers to the position that the
particular brand holds in the market and among the customers. In terms of UNICEF, they are
positioned on the basis of worldwide access and service variability. This is due to the reason that
UNICEF being the part of the United Nation is having the support of huge financial sources and
political support, which helps them to have their services across the world (Dev and keller 2014).
On the other hand, they are also being positioned on the basis of service diversity due to the fact

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that different services including humanitarian services, disaster relief services, promotion of
sustainable tourism and poverty reduction are being offered by them (Wardlaw et al. 2014).
There are number of NGOs operating across the world but none of them are having diversity as
UNICEF. Thus, the positioning of UNICEF is one of their major strengths.
In terms of the brand value, UNICEF is enjoying positive and favorable value due to their
operating sector. Charity sector is based on the social welfare and thus there are fewer chances of
emergence of negative word of mouth. However, still there is number of incidents where the
NGOs are accused for fraud and other cases. However, UNICEF is still not being accused for
any of these and thus enjoying the positive brand value. In addition, their global and extensive
presence is also responsible for having better brand value compared to others. However, in this
case, one weakness is being identified for UNICEF and it is related to their brand ambassadors
(Shickle et al. 2014). In periodical manner, UNICEF is having different brand ambassadors from
the different fields. These celebrities are being pitched as goodwill relief and also help in getting
the brand of UNICEF in larger market. Even though this strategy is aiding them to enhancing
their attractiveness among the pledge donors buy there are number of criticisms also being
noticed. It is argumentative that whether using these celebrities are having any positive outcome
or not. Moreover, in the past, number of goodwill ambassadors of UNICEF is accused for
promoting political propaganda. Hence, this is one of their weaknesses in terms of brand value.
In terms of the unique selling proposition, UNICEF is leveraging on their positive
identity and service diversity. This is due to the reason that UNICEF is a well active organization
and is having the presence and contribution in all the major disasters and war relief programs.
Moreover, the attachment of UNICEF with the United Nations is also offering value for the
pledge donors (Narvanen and Goulding 2016). This is due to the reason that United Nations is

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the most known and established global body in the world and association with them will have
suitable value proposition for the pledge donors. In terms of the external branding, UNICEF is
having the upper hand over other NGOs in terms of sponsorships and memberships. This is due
to the reason that unlike the other NGOs, UNICEF is not only depended on the external pledge
funding rather they are having the source of funding from different countries (Doherty et al.
2017). Moreover, due to the part of the United Nations, UNICEF is also having the access to
almost of the countries as members and thus the funding from them constitute the major portion
of their sponsorships.
4. Characteristics of UNICEF’s contributors
Contributors and donors of UNICEF are belonging from different class and entities
including both business as well as domestic contributors. For instance, some of the major global
brands are having partnerships with UNICEF in regards to donation such as IKEA, Barclays and
H&M. These business donors are contributing a part of their profit margins to different activities
of UNICEF. On the other hand, individuals are also being encouraged as donors. As per the
official website of UNICEF, individual donors can contribute in periodical basis or one time.

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Another form of generating funding from the individuals is fundraising events where the
individuals can contribute in their way. The donations are not only in the forms of money but
also in the forms of other resources. For instance, there are number of countries such as Austria
Denmark, Finland and Japan are contributing their young professionals towards the volunteering
activities of UNICEF. This should be noted that both the older and younger generations are
getting pledge donors with UNICEF. In terms of funding activities, older age groups are more
active while in regards to volunteering activities, younger age groups are evident.

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5. Identification of the target customer personas
Background
Stephen Nicks
Age: 58
Occupation: service professionals
Having own family and settled earnings. Feels
good in social and philanthropic activities.
Having permanent membership with
UNICEF, and working as pledge donor for
the last 10 years.
Donating certain amounts on monthly basis
Fears about the involvement of fraud and
financial irregularities. Seeks for NGO with
trustworthiness and brand promise.
Planning to get more active with UNICEF
after retirement

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Background
Helena Golmes
Age: 27
Occupation: working with different NGOs
Education: Master in social service
Having no dependable members in the family.
Strive to work for social and community
betterment, loves to take challenges and
travelling across the world.
Registered as junior professional in
volunteering with UNICEF and actively
involved with different relief activities around
the world.
Participated with different disaster relief
programs of UNICEF.
Seeks transparency and ethics in the process
and support
6. Media Landscape
The media outlets generally consists of the radio, television, and printing (Allcott and
Gentzhow 2017). However, at present, it has expanded to include more digital channels where
the influencers are the mouthpiece instead of the famous reporters and the reputable news names.
Social Media has allowed new era of media in India where the influencers and the creators have

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achieved the online celebrity status by means of amassing a strong link or network of the
followers who trust what they say. There are several medias present in India including, Twitter,
Facebook, Instagram, YouTube, LinkedIn, Tumblr and Pinterest. However, Facebook, Twitter
and Instagram are the most used social media channels among the youths. However, the older
people still go through Newspaper every morning and many of them do listen Radio as well
(Delello and McWhorter 2017). UNICEF could either connect directly with its two target market
through its own branded channels or by means of influencers who already have an established
reach in the market. It is to note that building trust by means of direct relationship is very
important in this regard, particularly when it comes to the question of establishing a brand
following like UNICEF.
In the case of the younger generations, Facebook, Instagram, YouTube and Twitter have
a great reach and influence. The social media platform is continuously evolving. Along with the
accessibility of the live streaming options such as Instagram, Facebook Live, YouTube Live,
UNICEF could easily connect with the younger generations of India in real time as at present,
about 80% of the younger generation have social media accounts and they remain online for
about 8 long hours a day (Yang et al. 2015).
In case of older generation of India, who still prefer newspaper, television and radio
mediums over the social platforms, will be communicated through this medium. Radio stations
do embrace the older generations. Listening to the morning news on radio is still one among the
most widely reported habits of the older population across the globe. They are very loyal
audience for the radio. With the same, the older generation in India watch television to a great
extent. Hence, they are likely to be informed and aware more from the advertisements in

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televisions and radios instead of Facebook and Twitters etc. that most of them even do not know
how to operate.
7. Communication Strategy
Communication strategy for UNICEF is very important for strengthening the human
development and avoiding the missed opportunities. Effective communication strategy would
yield good result and would ensure the growth and development of UNICEF (Ward 2016). The
more will be the rate of new acquisitions, the more will be the effectiveness of the
communication strategy and vice versa.
7.1. Objectives:
Following are some set of communication objectives for UNICEF:
a) The major objective of the communication strategy is to acquire new sets of pledge
donors for UNICEF.
b) Improving brand reputation
c) Increasing public awareness about the roles played by UNICEF in saving the lives of
people and promoting welfare
d) Increasing the number of pledge donors for UNICEF by 30% within 6 months.
e) Fundraising events
The communication strategy of UNICEF needs to instil the knowledge among the target
audience in order to ensure that proper support is gained and for this purpose, a supportive
environment is necessary to be created. It will involve creating some policies that would improve
the access of the services and by making use of leaders who would help in promoting behavior

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and social change among different members of the society. Resources would be allocated for the
different program activities which are to be carried out and a positive and productive change
would be effectuated by means of using a combination of different communication techniques.
7.2. Techniques:
 Newspaper and magazines for the promotion of the brand and its success stories shall be used
 New billboards, fliers or pamphlets would be created by the creative team of UNICEF in
order to generate brand awareness.
 Email mobile and text messages by which the subject can be communicated with the targeted
audience
 Different pliers shall be made for generating awareness about pledge awareness
 Combining the distribution of the physical marketing materials of the brand by means of
Facebook, Instagram and Twitter for gaining public awareness.
 For developing awareness among the older generation, television and radio advertisement
shall also be used.
8. Customer Journey Map
imagine alternatives
price of
purchase and
propositions
planning and
arrival experience value
propositions
post
experience
Customer experience
Customer journey

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Awareness Product Awareness
The target audience would be aware of the necessity of donation for
UNICEF through different media like Facebook, Video, billboards and
fliers, Newspaper advertisements, TV advertisements and radio.
Consideration Product Research
The target audience will research a lot about UNICEF and its success
stories and how their donation will reach the needy. They will look for
feedback from the external as well as from the internal stakeholders.
The more will be the positive feedback from the stakeholders, the
more will be the effectiveness of the communication strategy.
Store Visit
Most of the customers who are interested in being the pledge donor for
UNICEF will find out ways for contacting them. Some will either make a
call or some will visit the organization personally in order to ensure that
their donation would not go in vain.
Purchase making Product Purchase
At this stage, the interested pledge donors would make the donation (both
the prevailing and the potential ones).
Retention Product Receipt & Product issue and response
The feelings after their action will determine their future repeatable actions.
The customers who found it to be wastage of money would not live up to
their commitments and they are likely to skip donation in the future (Li et
al. 2016). On the other hand, the people who felt good are likely to repeat
donating in the coming future. It is to note that in terms of funding
activities, older age groups are more active while in regards to volunteering

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activities, younger age groups are evident.
Advocacy Social Complaint
At this stage, the customers who had good experience will become the
brand ambassador for the funding and donation activities for UNICEF.
They will be helping the company to gain more number of pledge donors in
the future. On the other hand, if they had bad experience, then they are
likely to destroy the planning of the potential pledge donors to donate for
UNICEF. However, it is to note that the charity sector is based on the
social welfare and thus there are fewer chances of emergence of negative
word of mouth but still, there are number of incidents where the NGOs are
accused for fraud and other cases.
9. Evaluation metrics and indicators
Performance indicators and metrics are important for evaluating the effectiveness of the
communication strategy due to the reason that based on the performance indicators; the
limitations of the communication strategy can be identified. The following section will discuss
about the different metrics to be used.
10. KPIs for growth
 Increase the engagement rates of the internal customers and aims to reduce the employee
turnover rate by minimum 5 %.
 Conversion rate of donations to be increased by 10 % within the next 2 years.
 Increase the acquisition rate of the new pledge donors by 10 %
 Gross funding to be increased by 5 % within the next 1 year.
 5 % increase in the fixed monthly subscribers.

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Key performance indicators Measurement
Internal stakeholders engagement rates It is important to measure the engagement level
of the internal stakeholders including the
volunteers due to the reason their level of
engagement will determine the effectiveness of
communication process with the external ones.
The more they will be engaged in the activities,
the more effectively they will communicate
with the external stakeholders (Parmenter
2015). This will help in revitalize the branding
of UNICEF among the pledge donors.
Reading rates of the messages There are number of ways such as email
mobile and text messages by which the subject
can be communicated with the targeted
audience. However, the effectiveness of the
communication process is depending on the
reading or opening of the messages of the
targeted audiences (Personal et al. 2014). In
this case, digital analytical tools can help to
identify the rates of opening the messages and
accordingly the communication strategy can be
designed.
Feedback levels Feedback from the external as well as from the

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internal stakeholders is important due to the
reason that this will only help to measure the
communication strategy. The more will be the
positive feedback from the stakeholders, the
more will be the effectiveness of the
communication strategy and vice versa. In
addition, feedback generation process will be
based on qualitative data and thus different
factors and preference pattern of the
stakeholders can be identified
(Rodrigue,Magnan and Boulianne2013).
Acquisition rate of the new pledge donors The major objective of the communication
strategy is to acquire new sets of pledge donors
for UNICEF. Thus, the number of new
acquisitions should be measured. The more
will be the rate of new acquisitions, the more
will be the effectiveness of the communication
strategy and vice versa. However, in this case it
should be noted that analytical tool will be
used to identify the rate of new acquisitions
from different age groups.
Increase in funding It is also important to measure the differences
in the funding sources with the acquisitions of

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the new pledge donors. This is due to the
reason that if the newly acquired pledge donors
are inactive then it will not be an effective
choice for UNICEF. Thus, the increase in
funding should also be used as an indicator for
determining the effectiveness of the
communication strategy.
11. Strategic plan in manpower outsourcing sector
In the current business scenario, manpower outsourcing is one of the most popular and
emerging business sectors due to the reason that a major section of the jobs are being done on
outsourced partners and on contractual basis. G4S UAE mainly supplies the skilled human
resources to different entities on the basis of the requirements (Nilakantan 2015). However, they
are also having the need for brand revitalization in order to create the awareness about their
presence. This is due to the reason that new age potential candidates are either trying to get
employed directly with a particular organization or they are sitting unemployed. However, G4S
UAE can help them in gaining skill sets according to different industrial requirements and can
place them.
The external environment for this industry is favorable due to the increasing rate of
unemployment across the world. Moreover, a large section of the potential candidates are falling
in working age groups but they are not skilled enough to get employed. Thus, G4S UAE should
identify the potential customer segments and accordingly should initiate the communication

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strategy. However, it should be noted that in the case of G4S UAE, the choice of communication
mediums will be different. For example, they should communicate with the potential candidates
in different job and career fair. This will help to aware the new generation employees about the
advantages to be gained from the manpower outsourcing.
12. Solutions for G4S UAE
The internal stakeholders of the G4S UAE should be capable and skilled enough to
convey the proper content and subject to the potential candidates. In addition, the generation of
feedback will also be important for the manpower outsourcing due to the reason that feedback
from the new generation employees will help to understand the preference pattern and
requirements of them. Accordingly the value proposition can be designed. However, the reading
rates of the messages will not be applicable for this industry; instead conversion rate of the new
employees will be added. This is because measuring the conversion rate of the potential
candidates in joining G4S UAE will help to identify the effectiveness of the communication
strategy. The value proposition for G4S UAE is more compared to manpower outsourcing due to
the fact that provision of profitability is associated with it.
13. Conclusion
This report concludes that brand revitalization strategy is much important for UNICEF
due to maintain their relevancy in attracting new pledge donors. There are number of strengths
and weaknesses are being identified in this report that states the current scenario with them. One
of their major strengths is the worldwide presence of UNICEF along with the trustworthiness of
the United Nations. However, they are having the need for more region specific activities to
target the new age audiences. On the basis this, UNICEF is already working in children

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education in India and poverty reduction in Rwanda. In this report, the two most potential target
customer personas are being identified and based on their preference pattern, a detailed
communication plan is proposed. It is identified that Omni Channel communication mediums
will be the most effective in catering to the identified target audiences.

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Appendix