OAKTREE’S NEW BRAND The opening pitch - Facilitator to kick off with a punchy elevator pitch about Oaktree’s new direction.

OBJECTIVES FOR TODAY Understanding our brand Communicating the Oaktree brand (visual and non-visual) Understanding why its important Introduce objectives for the session (communicating the Oaktree brand, understanding our brand and why its important)

THE OAKTREE BRAND What do want from our brand? We want a brand that will: Increase the amount of people we reach with the brand Better integrate our well known sub-brands with the Oaktree name Reflect that we are a movement Reflect the breadth of work that we do Be timeless Allow Oaktree to evolve Be applied ‘in the now’ so that we are on trend – fits a youth run Oaktree

The eclipse visually represents the range of work Oaktree does The eclipse visually represents the range of work Oaktree does. It depicts all that we do and ties our sub-brands together in the one logo. Elements of the eclipse can be drawn out and used as individual graphics to represent different aspect of the work that we do. For example a car and Parliament house to represent the Roadtrip, or a rice bowl to represent Live Below the Line.

Watch this great video: Oaktree the brand Our sub-brands: Oaktree Roadtrip and Live Below the Line Explain that this is our brand, how we see ourselves, how others perceive us and who we aspire to be. Emphasise that consistency visually and non-visually is the best way to strengthen our brand and ensure we are reaching as many people as possible. Watch this great video: Oaktree the brand

ELEVATOR PITCH A message that needs to be clear, concise and memorable. What is the “sticky point” Features of a strong elevator pitch Focus on the audience Emotive Positive Unique. How would we communicate.. To a School student To an MP To potential donors Part One (A) – Messaging / Elevator Pitch Exercises Show messaging video An elevator pitch / speech – a message that needs to be clear, concise and memorable, so that important parts stick with the audience for a long time. Features of a strong elevator pitch – Must explain benefits to the audience; must contain use of word “you” to ensure focus of speech is on the audience; must contain reference to emotion; don’t focus too much on statistics; stay positive; must be unique.

EXAMPLES: Progress Versions Oaktree is young people leading a movement to end poverty. extreme poverty has already been halved and together we can end it. Join us. Entity Version Oaktree is young people leading a movement to end extreme poverty. We’re Australia’s largest youth-run organisation with over 150,00 members. Join us. Hybrid Version Extreme poverty has already been halved and Oaktree is young people leading a movement to end it. We’re Australia’s largest youth-run organisation with over 150,000 members. Join us. Here are some example of great elevator pitches. Can you think of any more? Watch this video: Oaktree’s message training

Oaktree’s Strategic Plan: Oaktree is young people leading a movement to end poverty. We’re outward looking and impact focused, enabling our members to recruit more and more support, spreading our message from person to person, changing Australian’s views on extreme poverty. We work in three ways: Direct Impact… Social Impact… and Political Impact… more on this in the Welcome to Oaktree induction presentation!

WHAT DOES IT MEAN TO ‘JOIN THE MOVEMENT? CURLY QUESTIONS: WHAT DOES IT MEAN TO ‘JOIN THE MOVEMENT? HOW IS OAKTREE DIFFERENT FORM VGEN, UN YOUTH, OR OTHER YOUTH ORGANISATIONS? OAKTREE (NOW) SEEMS MORE FOCUSED ON CAMPAIGNING THAN DEVELOPMENT. WHY IS THIS? Part One (B) – Curly questions When communicating pitches, people will have questions about our message & we need to be able to articulate responses confidently. Here are some you might come across and some good ways of responding: WHAT DOES IT MEAN TO ‘JOIN THE MOVEMENT?’ It means you’ll be part of a community of people across Australia, who want to see the end of extreme poverty. This community keeps informed together, takes action together, and spends time together (both online and in the ‘real world’). The main ways we’ll chat to you are over email, through social media (if you’re on there) and through our website. We’ll contact you more when there’s something you could make a big differ- ence on - there might be a political development, or a new campaign we’ve launched. Of course, you might just want to sign up for updates. The movement to end poverty is tiered, which means there’s always a way to do more (or less) - it’s up to you. HOW IS OAKTREE DIFFERENT FORM VGEN, UN YOUTH, OR OTHER YOUTH ORGANISATIONS? Oaktree is young people leading the movement to end extreme poverty. and our movement building model is what makes us different. To end extreme poverty, we need mass public support, but we can’t build this support on our own. Every Oaktree member, from community leader to email subscriber, has a role to play. Imagine this - an organisation that looks outwards, not inwards, enabling its members to recruit support. The movement gets bigger and more active, as more Australians transform their views on a issue. At Oaktree, we know that young people have the ability to build and lead this movement. OAKTREE (NOW) SEEMS MORE FOCUSED ON CAMPAIGNING THAN DEVELOPMENT. WHY IS THIS? Oaktree has always worked directly with local NGOs to tackle poverty in their communities. Our role is to fund projects that enable our peers in the Asia Pacific to create change in their own lives - breaking the cycle of poverty through secondary education, and skills training. Right now, we have partners in PNG, Cambodia and East Timor. More recently, we realised that Oaktree, as a youth-led organisation, is unique in the movement to end poverty. Campaigning through a road- trip and seriously quick social media is what our gen y team can offer - and we’ve been told that’s important. That’s why we decided to more of what we’re good at.

BEING A BRAND AMBASSADOR All our volunteers are brand ambassadors – the Oaktree brand is your brand: we want you to know it, own it, share it and BE the brand.

For more information please access the ‘Welcome to Oaktree’ pack (supplied to all new volunteers) and the visual and non-visual style guides.