Branding by Idea Workshop
To mark the brand shift from Foster Parents Plan to Plan Canada, Idea Workshop led a three-year, multifaceted communications plan to broaden public perception of Plan Canada’s mission and impact. Our communications tactics aimed to increase brand exposure, grow donor engagement and expand brand perception from one of child support to a global relief organization that works in the areas of emergency relief, education, health and policy change.
Idea Workshop demonstrated Plan Canada’s value proposition by focusing on program impacts and the leadership teams that delivered them. We media trained spokespeople in major project areas and proactively pitched story ideas to top tier print, broadcast and online media. Working closely with Plan teams in recipient countries, we coordinated satellite media interviews, providing journalists with detailed issue background and data to support international news segments.
We engaged in national event development for media, stakeholders and public from concept to execution. Idea Workshop wrote spokesperson speeches, crafted presentation content, developed copy for donor newsletters and internal communications. We developed additional content for CEO Op Ed pieces that were featured in the Globe and Mail and Toronto Star.
Idea Workshop led the PR launch of Because I Am A Girl, a major Plan initiative that followed a group of girls over a multi-year period. Idea Workshop issued reports on their progress and the global issues that their lives reflect. From 2012 to 2018, the global campaign raised hundreds of millions of euros, changed laws in numerous countries and supported millions of girls in their pursuit of education.
Media Snapshots
