The Baltimore Child Abuse Center provides services to victims of child abuse and trauma. Their mission is to prevent future trauma through comprehensive treatment. They conducted a SWOT analysis and see opportunities in developing a cohesive brand and using social media. Their target market is children, families, and professionals in the community. They developed a new name - Project CAPE - to rebrand the organization, with the brand promise of "Equipped to Conquer Childhood Trauma." Their rebranding and marketing plan includes developing a new logo, colors, stationery, social media presence, and website to raise brand awareness through campaigns and building signage.

4. BACKGROUND

5. The mission of Baltimore Child Abuse Center is to provide victims of child sexual
abuse, trauma, and other Adverse Childhood Experiences in Baltimore and their
non-offending caretakers with comprehensive forensic interviews, medical
treatment, and mental health treatment with a goal of preventing future trauma.

6. Intervention
Treatment
Education
Advocacy

7. SWOT ANALYSIS

8. STRENGTHS
940
Serving
children
668
Teaching
members of the
community
Passion
Brand Recognition
Strong and Positive Reputation

9. WEAKNESSES
“Cringe Factor”
Not Extendable
No Clear Brand

10. OPPORTUNITIES
New Name
Cohesive Brand
Social Media
THREATS
People’s unwillingness to talk about the problem
Fundraising issues due to popularity of other very recognizable brands

11. RESEARCH

12. TARGET MARKET
Children and
Families
Professionals Community

13. INSPIRATION

14. PLATFORMS
of American adults use social networking sites
68% 62%
65%
56%
Caucasian
Hispanic
African
American
65%
$30K $75K
56% 78%
⅔
AGE
90%
77%
51%
35%
18-29
30-49
50-64
< 65

15. STRATEGY

16. REBRAND STREAMLINE
BRAND
AWARENESS
OUR PLAN

17. REBRAND

19. WHY PROJECT CAPE?
Why Project? Because you are a movement, continuing to grow and evolve as time goes on.

20. Care
Treatment - Intervention - Families - Children

21. Advocacy
Legislation - Awareness - Community Standard

22. Passion
Your Team - Volunteers - Donors

23. Education
Professionals - Parents - Community

25. BRAND PROMISE
Equipped (v)- prepare (someone) mentally
for a particular situation or task
Conquer (v) - successfully overcome
Equipped to Conquer
Childhood Trauma

26. LOGO AND COLORS
#F9BF3C
249, 191, 60
2, 26, 87, 0
#EE9521
238, 149, 33
4, 48, 100, 0
#EF855F
239, 133, 95
2, 58, 65, 0
#EB5426
235, 84, 38
2, 83, 98, 0
#3473BA
52, 115, 186
82, 53, 0, 0

27. STREAMLINE

28. STATIONERY

29. HANDOUTS

30. SOCIAL MEDIA

31. SOCIAL MEDIA

32. WEBSITE

33. BRAND AWARENESS

34. Name Change Campaign

36. #talkaboutit Campaign

39. BUDGET
$20
per day
= 7,000 - 16,000 Facebook views
$100 = Facebook post boosts
$500
New building front
signage
$750
Other building
signage
$3,700
Poster
advertisements
$3,000
Other marketing
costs
per week

40. THE FUTURE

41. FUTURE PLANS

42. THANK YOU