The document discusses strategies for building upon Dr. Jane Goodall's legacy and the Jane Goodall Institute's brand. It aims to establish Dr. Goodall's legacy, raise awareness of her work, and drive new revenue streams through expanding the Institute's reach. Partnerships with companies like GE could help promote conservation efforts and tie the Institute to other thought leaders. Broadening the target audience and leveraging products like coffee and tea can engage more people in the mission.

1. Round Pegs
blanton - marbury - steichen - swaminathan
Jane Goodall Institute
Brand Strategy

2. At the age of 74, Dr. Jane Goodall continues to travel and speak 300
days per year, however, she cannot continue at this pace forever. Like
Paul Newman and “Newman’s Own”, it is incumbent on The Jane
Goodall Institute (JGI) to build a legacy for Jane so that her work will
continue on into the future long after she is gone.
The foundation of all JGI brands is built on the values and vision that Dr.
Goodall espouses and the personality traits that make her unique. It is
important to leverage these attributes in a way that allows for expanded
awareness of Dr. Goodall and her work to broader consumer sets,
predisposes consumers to interact with JGI brands, encourages trial and
ultimately drives new revenue streams into the institute.

3. Jane Goodall was a
part of the Apple
‘ T h i n k D i f f e re n t ’
campaign for her
innovative thoughts
and redefinition of
man. It was this poster
that made us realize
the impact and
importance Jane’s role
in the world has made.

4. Roles of Jane:
UN Messenger of
Primatologist Peace
Woman Biologist
Scientist Anthropologist
Conservationist Ethologist
Doctor Humanitarian

5. voice
But above all the roles placed upon Jane, she had a voice, a
voice of hope. A voice that people listened to. She wasn’t just
a woman who studied the chimps, she understood the world
they live in and the world around them including humans,
animals, and the environment.

6. Animal Human Environment
So many before Jane saw each of the above as individual
separate silos. You fix one you fix the rest. A simple game of
cause and effect. But treating it as man vs. wild vs. animal has
lead us to a difficult situation.

7. Deforestations and endangered animals, poor living conditions and
deadly diseases for humans and climate change for our environment.

8. thought So behind this
captivating voice was a
thought. A thought that
was different from the
status quo. An idea that
working together is
how we can help each
other. We cannot work
independently, the only
way we will survive is
to work together in
balance in harmony.

9. advance the power of
individuals to take
informed and
compassionate action
to improve the
environment for all
living things

10. Jane knew this was not the way.
Animal Human Environment

11. an i m
an
h um
al
It is not just
cause and effect.
We all coexist,
one is not
above the other.
en n
t
vi r o nm e

12. JGI is the....
Thought
leader on the
harmonious
balance
between
animals,
humans, and
the
environment.

13. Objectives:
Establish Dr. Jane
Goodall’s Legacy
Raise Awareness
Drive Consideration
and Trial
Drive New Revenue
Streams

14. Thought Approach Action Change
Roots
Good
Jane Goodall JGI & Consumer
for All Shoots

15. Current Brand
Architecture
Leader Jane Goodall
Legacy Jane Goodall
Organizing Brand Jane Goodall Institute
Branded Programs Good For All Roots & Shoots
Orchestrator of Individuals/Participants/Members
Change

16. allows Jane’s legacy to live on through the approaches taken by JGI.
New Brand While the Good For All and Roots & Shoots brands take the approaches
Architecture by JGI out to the consumers who are the orchestrators of change.
Legacy Jane Goodall
Organizing Brand Jane Goodall Institute
Branded Programs Good For All Roots & Shoots
Orchestrator of Individuals/Participants/Members
Change

17. Win on Push Jane
Cause

18. The Self-Restrained Emotionalists
What’s in it for me? Self-gratification in contributing
Advocates Activists
Empowered by ownership Change is a must

19. The Self-Restrained Emotionalists
What’s in it for me? Self-gratification in contributing
Advocates Activists
Empowered by ownership Change is a must

20. The Self-Restrained Emotionalists
What’s in it for me? Self-gratification in contributing
Advocates Activists
Empowered by ownership Change is a must

21. JGI has successfully been
targeting Activists and
Advocates. However, in Self-Restrained
o r d e r t o g ro w a n d
position itself for Emotionalist
generations to come, it
must broaden its reach to Advocate
include a new target base.
Activist

22. E Most receptive to cause marketing:
m 88% would likely switch brands if
o other brand is associated with a good
t cause (if price/quality is similar)
i 51% have bought cause related
products in last year
o
n
a They are also more likely to act:
l 45% are more likely to donate money
i 36% are more likely to participate in
s organization’s program/events
t 32% are more likely to volunteer
s

23. Every individual matters.
Every individual has a role to play.
Every individual makes a difference.
—DR.JANEGOODALL

24. Strategy:
Each part has a
greater purpose.

25. Thought Approach Action Change
Roots
Good
Jane Goodall JGI & Consumer
for All Shoots

26. Partnership
“At GE, we are focused on bringing people, expertise
and technologies together to make a difference to
communities in need. It’s one of the many ways we
believe our actions as a global company reflect our
responsibilities as a good corporate citizen.”

27. Why the partnership works
Ecomagination African Presence Mutual Gain
Developing Health Globally
MetClear: products significantly
Together JGI and GE can work
program has a 5 year, $30
lower metal levels in discharge
towards sustaining human,
million commitment
streams without capital
environment, and animal
modifications while reducing impact
conservation by reducing water
on the environment
use and improve water reuse.
Reaching 11 countries in Africa
and Latin America to people in
need Tie to another thought leader
Homespring Central Water Purifier:
modern water treatment system
using hollow fiber ultrafiltration
Become more recognized for
South African GE Educational
membrane technology to provide
their global efforts
Trust Fund: assisting small
families with clear water
projects

28. Extend with PR
Press Release
Web Series

29. Thought Approach Action Change
Roots
Good
Jane Goodall JGI & Consumer
For All Shoots

30. Brand Identity
Old Design New Design

31. P
r
o
d
u
c
t
W
i
t
h
N
e
w
B
a
d
g
e

32. Sample Packs
Coffee Maker with Grinder

33. Product Extension:
Good For All Tea
Tea is more popular than ever in America today,
Americans seek a more positive, healthy lifestyle
One of the highly earning exports in Tanzania is tea
Partner with Caranda Fine Foods

34. Passive Fundraising
goodforall.org
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WHOLE BEAN
89
84
34
78
97
98
34

35. Passive Fundraising

36. Donators will be able to see how
Transparency: their money is being put to good use.

37. Donators will be able to see how
Transparency: their money is being put to good use.

38. Donators will be able to see how
Transparency: their money is being put to good use.

39. Thought Approach Action Change
Good Roots
Jane Goodall JGI & Consumer
for All Shoots
Identity - Logo, Clips
Growing - GE
Legacy -
Extension - Caranda
Publicity - PR
Brand Architecture
Loyalty - Transparency

40. Thought Approach Action Change
Roots
Good
Jane Goodall JGI & Consumer
for All Shoots

41. Each of us impacts the world
around us every single day. We
have a choice to use the gift of our
life to make the world a better
place – or not to bother.
—DR.JANEGOODALL

42. an i m
an
h um
al
en n
t
vi r o nm e