Bookwallah Brand Committee Messaging Presentation_v1

BOOKWALLAH

ORGANIZATION

Sharing the gift of imagination

Brand/Marketing Committee
Spring, 2018

ESTABLISHED 2010 – U.S.A.

Team Process

• Over the past 60 days, the team met to flesh out the vision, mission, values and
purpose in order to create a brand strategy and build upon that in all materials,
marketing etc.

• The group used a series of activities, facilitated by Dan Greenberger, to reach
consensus on these items.

• We discussed the impact of words and trying to differentiate our brand in a
compelling way.

• The results on the subsequent pages reflect the output of that debate and
consensus among this team.

• Group met to define values, vision, mission and purpose

• There were difference in interpretation and the group realized that describing the work of
Bookwallah was not concise

• We had much debate about the process including the use of the word orphan, which in
some people's mind conjured visions that were not terrible and . The group landed on
children of trauma

• Much debate about the how we are different than others and realized that foundational to
helping children of trauma was the healing process that must occur.

• BW helps the healing process in providing stories, interaction with volunteers and people
who believe in them. More than literacy, it is the emotional healing (being borne out by
research that has been done and in process).

Vision

Every child affected by trauma will lead a life
full of hope and happiness

• This is aspirational but is a compelling statement that we believe
reflects the core of who we are as an organization.

• It is meant to be a broad statement.

Mission

We use storybooks to heal, inspire and
empower children affected by trauma.

This is the “how” of striving for our vision.
The team debated highlighting India but decided against it given our efforts in
others parts of the world.

Values

Creativity: We use ours to learn and grow
Empowerment: We take initiative to make good things happen
Happiness: We work with a sense of joy and fulfillment
Resourcefulness: We accomplish a lot with little
Optimism: We believe in the power of hope and healing
Community: We are better when we know and understand each other’s stories

We edited the existing values and integrated community since
we believe we are/should have an impact on the broader
communities than just the children.

Purpose: Still in Draft

Parking Lot

Maggie feedback:
List outcome - infographic up front for outcome,
Financial statements
ratio: 1:5 volunteer to child
"intimate relationship" is a differentiator
Bring in studies and physiology - how does trauma impacted

Put a storybook character next to each value - in training manual
and/or for kids
Values are for the kids too, not just the volunteers-
Find words we use: imagination, growth, heal, creativity, haven,
safe emotional healing, etc. and incorporate in to our copy