How do you breathe new life into a sick charity?
- Corporate Brand Strategy
- Brand Idea, Identity & Naming
Camp Quality’s proven services and programs are created specifically to support children who are dealing with their cancer diagnosis, giving them the chance to be kids again. However, things haven’t always been so cheerful for this Australian non-profit organisation.
An uphill battle
Back in 2000, Camp Quality was a struggling organisation, full of committed, caring, well-meaning individuals, but lacking direction and dealing with real financial issues. Morale was low, and it was struggling with building brand authenticity and attracting donor support.
We saw this as a critical moment to breathe new life into the organisation through a purpose-led brand awareness strategy.
Putting the ‘fun’ in fundamentals
Our first step in reviving the organisation was to undertake a detailed analysis of Camp Quality’s brand and category, and to develop a new brand that would engage internal and external stakeholders. The brand purpose (“to improve the quality of living for children with cancer and their families via unrelenting optimism”), guiding philosophy (“Fun Therapy”), values, and spirit were developed through the consultative process, which further facilitated the purpose-led transformation of the visual identity, refreshing the Camp Quality brand for the current market.
Camp Quality’s transformation into a purpose-led organisation has prompted a remarkable financial turnaround, from a $1.5 million loss in 2000 to revenues over $22 million in 2016. Staff levels have increased, registered volunteers tripled, and the number of families supported has increased from 1,500 to over 5,000. From near obscurity to a top 5 most trusted charity, Camp Quality received the PwC Transparency Award for the not-for-profit sector and was one of Volunteering Australia’s Top Ten Best Charities, and now has a suite of respected corporate sponsors.
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Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director
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Alison Brink | Goodman Group GM Marketing & Communications
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Commissioner Paul Baxter | Fire and Rescue NSW
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Monique Keighery | Chief Executive Officer, Redkite
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Andrew Richardson | Aruma CEO
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Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI
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