Innovative Value Creation Through Branding and Marketing

Who we are FOCI is a non-profit communications and advocacy group. Our goal is to enable development organizations to advance and sustain their advocacy programs. We develop/ execute appropriate and effective social marketing, communication and campaign strategies.

Who we serve Clients National Nutrition Council Local Government Support Program for Local Economic Development The Asia Foundation Australian Agency for International Development (AusAID) Center for Diabetes Care

Who we serve Clients Social Housing Finance Corporation Directories Philippines Corporation Quezon City Local Government

Who we serve Mostly our clients are international developmental agencies for the benefit of local government agencies.

How we win projects We go through the various bid postings on the Philippine Government Electronic Procurement System (PhilGEPS).

Insights Ad agencies create value for themselves by taking on development projects. More and more, we note that biddings of developmental-oriented campaigns are participated in by ad agencies, particularly for awards.

How we create value We transfer knowledge and discipline. We work with the client to create the brand. We produce the first set of materials. Our clients are capacitated to carry on the work. consistently sustainably

CASE STUDY 1: NNC National Nutrition Council (DOH) Mandated to help Filipinos eat better to lead healthier lives. Little known agency. Previous campaigns were neither memorable, nor effective. Meager budget, but open minds.

CASE STUDY 1: NNC THE CHALLENGE Communicate ten “nutritional guidelines” to the public at large with 5 million pesos.

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013)

CASE STUDY 1: NNC (2013) SUMMARY: Brand manual 41 TV and radio spots 12 script episodes Collaterals PR program Launch event AVP

CASE STUDY 2: FAN (2011) THE CHALLENGE Crafting communication that could balance the way PWDs wish to be portrayed, as well as raise awareness among other specific targets needed to support The Project. Total budget was 3.7 million pesos.

CASE STUDY 2: FAN (2011) THE PROJECT To increase the participation of PWDs in the 2013 Midterm Elections.

CASE STUDY 2: FAN (2011)

CASE STUDY 2: FAN (2011) SUMMARY: Environmental scanning Brand manual Collaterals / website 3 Radio commercials, in 4 dialects 3 AVPs, with 4 versions National roadshows, with disability sensitivity workshops for media and gov’t officials PR program

CASE STUDY 2: FAN (2011) RESULTS Successful coalitions were built among government agencies, private sector representatives, NGOs, CSOs, DPOs, LGUs and PWD advocates FAN helped in the passage of R.A. 10366 “Establishment of Accessible Polling Places for Persons with Disabilities”

CASE STUDY 2: FAN (2011) RESULTS Registration for PWDs increased for 2013 and 2016, as did voting among PWDs From 2 APPs established in 2013, COMELEC set up more than 5000 APPs for May 2016 elections

CASE STUDY 2: FAN (2011) RESULTS FAN successfully advocated to have sign interpretation for Ch.5 newscasts and reports in 2013, and in the Pres/VP debates in 2016 Public awareness about PWD voter issue increased and has been sustained

CASE STUDY 2: FAN (2011) RESULTS Concerns on PWD voting have taken prominence in their guidelines and policies, and also in external comms (website) FAN cited as a model for successful PWD campaign in Asia by AusAid

The innovation? For FOCI: Using brand-building principles for common good For our clients: New skills Sustainability

THANK YOU!