Coaches:

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Childhelp Chippers

• Coaches
• Terry Hamilin, Team Leader
• Katrina Gipson, Coach
• Mark Publow, Coach (mid-project transition)
• Champions
• Sharon Hill
• Timarie McClendon
• Margaret Sluyk (relocated to CA mid-project)
• Childhelp
• Chuck Westerlund, Director of AZ Programs
• Walt Stutz, Director of Marketing
• Nicole Hadley, ASU Public Allies Program

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Project Childhelp M2 (Marketing Squared)
Develop and implement a branding effort
Leverage branding and marketing
Pilot new approaches as a template for other
regions
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Key Objective
The key objective of the AZ LeaderForce project
with Childhelp is to develop a pilot strategy for
balancing a strong national brand and a strong
local execution of that brand within the Arizona
region, and specifically with individual programs
located in the Phoenix Valley.
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Expectations
The expectation is that this pilot strategy will
be adapted with learning's experienced in its
execution here, and adopted for implementation in
other Childhelp regional locations across the
nation.
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Project Goals
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Learning's From Team Dynamics
Strong base of experience with several team
members broadly experienced in marketing

• Champions with prior years experience were
  invaluable

Early push by Champions for transparency, based
on challenges they faced from their prior years
experience, helped establish open dialogue early
on
Childhelp staff support and engagement were very
important to keeping the team moving forward
Personal take-away The People Ive met on the
Journey
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Deliverables and Timeline
Develop/conduct SWOT analyses 6/2009 Done
Develop/implement Communications Survey 6/2009 Done
Analyze survey and make recommendations 6/2009 Done
Gather Program Director perspectives thru focus group 7/2009 Done
Identified final project focus Story Board Streaming Video 8/2009 Done
Prepare portfolio for presentation to key stakeholders 10/2009 Done
Video taping of Front-Line staff per site 11/2009 Done
Final Project Presentation 12/2009 Done
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Continued Projects

• 1 Final video tying it all together
• 2 Library of video footage to be delivered
  allowing agency to use sound bites and clips for
  different mediums
• 3 Printing center to be used nationally to
  lower costs and instill a level of consistency
  for branding
• 4 Branded PowerPoint shell