1. Innovative Value Creation Through Branding and Marketing

3. 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.

4. 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

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

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

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

8. 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.

9. 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

10. 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.

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

12. CASE STUDY 1: NNC (2013)

13. CASE STUDY 1: NNC (2013)

14. CASE STUDY 1: NNC (2013)

15. CASE STUDY 1: NNC (2013)

16. CASE STUDY 1: NNC (2013)

17. CASE STUDY 1: NNC (2013)

18. CASE STUDY 1: NNC (2013)

19. CASE STUDY 1: NNC (2013)

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

21. 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.

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

23. CASE STUDY 2: FAN (2011)

24. 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

25. 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 “Establishment of Accessible Polling Places for Persons with Disabilities”

26. 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

27. 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

28. 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

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

30. THANK YOU!