Contents

1. The Ask
2. Executions
3. Visual Refresh
4. Strategy
5. Why Us

Alchemy
Meet the Team

Samra Thomas Katherine Heather

Account Manager Production Strategic Planner Copywriter
Richmond, VA Gainesville, FL La Jolla, CA Richmond, VA
VCU UF UC San Diego VCU

Grettel Lauren Charlotte

Art Director Art Director Art Director
Orlando, FL Boston, MA Richmond, VA
UCF Simmons University VCU

Meet the Team Alchemy 1

Mission Statement

Much like the philosophy of Alchemy we are founded on the core

principles of experimentation, cultivation, and transformation.

We aim to enhance your brand in our creative lab, forging your vision by
providing revolutionary solutions.

Mission Statement Alchemy 2

Case Study Video

Case Study Video Alchemy 3

THE ASK
The Challenge

ICMEC has identified a gap in potential funding and seeks to

invest in a multi-year plan to acquire donors through varied
channels and cultivate those donors for long-term loyalty and
maximum value.

The Challenge Alchemy 5

Goals

SHORT TERM
• Brand awareness
• Brand development
• Increase in individual engagement

WHAT PROBLEMS ARE WE

MID TERM
SOLVING?
• Lack of individual donor contributions • ROI by year three (6m+)
• Limited brand awareness • Increased brand awareness
• Increased ease of donation

LONG TERM
• Donors understand impact and
importance of our work

• Recognized as thought leader in cause

sector

• Donations exceed cost (10m+)

Goals Alchemy 6
The Audience

Our primary demographic target is socially conscious mothers who are

engaged with their children and community.

The Audience Alchemy 7

Charity support increases
with presence of children in
the home,
those with children will likely be more receptive to
efforts that allow them to involve their children and
families.

(Lightspeed/ Mintel)
Donor Personas
Enthusiastic Mom
Medical Assistant
City, Follows trends
Bubbly, Confident, Kind
Passionate about activism & using voice
Enjoys cooking, fashion, yoga
The Audience
Open Minded Mom
Teacher
Suburban, Physically active
Generous, Open Minded, Quirky
Cares about human rights issues &
education, open to growth
Alchemy
Selective Mom
Stay at Home
Countryside, Involved with community
Religious, Family oriented, Stability
Conservative, Dedicated
Cares about children’s issues
9
The Insight

There is a disproportionate gap between

missing children of minority groups such as
people of color (POC) and LGBTQ+, this is a
timely issue to bring attention to with the
current social climate of the world and the
momentum of the Black Lives Matter
movement.

The Insight Alchemy 10

 even though black

37%
children only make
up about

of missing
children in 2018 13%
were black. of US children.
FBI's National Crime Information Center database
Background

• Lack of news coverage is staggering, nearly 40% of those missing are POC yet minorities make up
only 13% of the population. (Black and Missing Foundation, Inc.)

• 42% of those minority child abductions are African Americans. (FBI's National Crime Information
Center)

• Despite making up only 13% of the total U.S. population, more than 30% of all missing persons were
black in 2018. (U.S. Census Bureau)

• Only about one-fifth of minority children cases are covered by news outlets. (Journal of Criminal Law
and Criminology)

Background Alchemy 12
The Overall Idea

We have created a purposeful campaign that highlights minority children, based on drastic
inequalities in recovery when missing. This positioning will cut through the noise in the non-
profit sector and set ICMEC apart from other non-profits as a cultural thought leader.

The Overall Idea Alchemy 13

Brand Refresh

• We decided to rename ICMEC to Global Network for Missing Children

(GMNC).

• New name is shorter and rolls off the tongue more easily

• Emphasizing that we handle international work without saying

“International Center”

• ICMEC already operates the “Global Missing Children’s Network” so we

have combined the two under one umbrella organization of the Global
Network for Missing Children

• We’ve given the existing logo a modern refresh by using a sans-serif

typeface that is professional yet bold and eye catching

Brand Refresh Alchemy 14

 Before After

Brand Refresh Alchemy 15

 • New symbol has the elements of a child with
its arms outstretched as well as a signal
coming from it, drawing inspiration from the
previous logo.

• All together, it forms an eye, symbolizing the

watchful eye of GNMC.

• The colors in the logo detail the mission of

GNMC which is Helping and bringing
Awareness to Children in Danger.
Child Danger Help Awareness

Brand Refresh Alchemy 16

EXECUTIONS
Executions

Concept:

Focus on a different brand pillar each year.

Executions Alchemy 18
 YEAR 1

TRAILBLAZERS
YEAR 2

COMMUNITY

YEAR 3

DEDICATION

YEAR 4

GROUNDED
YEAR 5

TRUSTWORTHY

Executions Alchemy 19
Budget

Due to the restrictions that now surround our daily lives, Alchemy has decided to break down the
10 million dollar budget into a fixed cost of 2 million dollars per year for the campaign. This will
allow GNMC not only the opportunity to be flexible but also help adjust as the campaign may
fluctuate from digital to in person and the costs that would encompass these changes. 

Budget Alchemy 20
Executions: Year 1

YEAR 1

TRAILBLAZERS
Reforming and creating policy to
implement real change in society

Executions: Year 1 Alchemy 21

Executions: Year 1

• The focus beginning the shift towards an

Budget Projection
emphasis on the protection & advocacy of
minority children
• specifically in conjunction with BLM movement 20

• The vehicle Mom influencers & child focused

50
brand partnerships
30
• Based on the idea that moms have the purchasing
power in the family

• The event “Mom 2.0 Summit”

Digital Traditional Events

Executions: Year 1 Alchemy 22

Event: Year 1

• Starting Point Increasing brand awareness by

focusing on use of Mom influencers

• Goal Partnering w/ influencers allows awareness

to be disseminated to larger audience

• Event Mom 2.0, Convention for Social media

influencer moms

• Format In person and virtual opportunities

Event: Year 1 Alchemy 23

 95%
of all U.S. mothers are
internet users
eMarketer (US Mothers' Digital Usage: What Matters More, What Matters Less)
Suggested Influencer Partnerships

Verónica Sánchez Latonya Yvette Kaylan Buteyn

@oh.mamiblue @latonyayvette @kaylanbuteyn
369k Instagram followers 83.3k Instagram followers 11.8k Instagram followers
“Two Moms, two dogs, one son” “Creative, Author, Single Mom” “Artist/Mother. Curating, podcasting, etc”

Based in Spain City blogger Successful podcast (Artist/Mother)

Bi-lingual audience Discusses motherhood, wellness, and Tight knit community
LGBTQ+ social activism Collaboration opportunity

Executions: Year 1 Alchemy 25

 92%
of millennial mothers want to buy
products that support charities or
bigger causes
e-X Advertising Intelligence Platform
Suggested Brand Partnerships

Abby & Finn Rose & Rex The Honest Company

D2C baby care brand Elegant toys promoting imaginative play Natural beauty and baby products
Network of 7 non-profit organizations in 4 different Play-It-Forward initiative partners with like-minded Founded by Jessica Alba, a celebrity mother with an
states to donate diapers to families in need across the charities. 10% of all proceeds from the give-back toy extensive advocacy background. Strong charitable
U.S. collection go to partners. mission.

abbyandfinn.com roseandrex.com honest.com

Executions: Year 1 Alchemy 27

Sponsored Blogpost

Executions: Year 1 Alchemy 28

Sponsored Instagram Post

Executions: Year 1 Alchemy 29

Mom Influencer Speaker Partnership

Executions: Year 1 Alchemy 30

Expert Speaker IG Template

Executions: Year 1 Alchemy 31

most of the 37.8 million
mothers with children at
home use social media at
least once a week

e-X Advertising Intelligence Platform

Executions: Year 2

YEAR 2

COMMUNITY
We strive to educate the public as to how to protect
children effectively and provide the latest updates

Executions: Year 2 Alchemy 33

Executions: Year 2

• The focus furthering the goal of advocating for

Budget Projection

minority children by expanding into the LGBTQ+

community
• The vehicle Everyday mothers
• A ripple effect from the use of influencers and brand
partnerships
• Facebook groups and fundraisers, small scale local
events, word-of-mouth advocacy
• Merch and resources about inclusivity, education
(online safety), etc. Digital Traditional Events
• The event “Creating Change”

Executions: Year 2 Alchemy 34

Executions: Year 2

• Starting Point Increasing brand awareness by

focusing on partnership with LGBTQ+
community.

• Goal Establish brand sentiment in LGBTQ+

community.

• Event Creating Change, Convention for

LGBTQ+ activists.

• Format LGBTQ+ focused missing and

exploited children expert panel. Merchandise for
sale. In person and virtual opportunities.

Executions: Year 2 Alchemy 35

Suggested Non-Profit Partnerships

Center for Black Equity National Black Child Development

Multinational LGBT network dedicated to improving
Institute
health and wellness opportunities, economic
Working to improve and advance the quality of life for
empowerment, and equal rights
Black children and their families.

Committed to supporting leaders, institutions and

Committed to their mission of supporting black
programs for health, economic and social equity for
families through advocacy, education and other
LGBT people of African descent.
outreach programs.

centerforblackequity.org
nbcdi.org

Executions: Year 2 Alchemy 36

Suggested Celebrity Partnership

Lin-Manuel Miranda
@Lin_Manuel
3.3M Twitter Followers
Proven track record of strong support for minority issues and
emotional connection to children's’ issues. Large, loyal fanbase
Excerpt from Gmorning, Gnight!: Little Pep Talks for Me & You by Lin-Manuel Miranda.
and worldwide recognition.

Executions: Year 2 Alchemy 37

Executions: Year 3

YEAR 3

DEDICATION
We are a purpose-driven organization, covering
the stories of children lost and found.

Executions: Year 3 Alchemy 38

Executions: Year 3

• The focus Emphasizing the global aspect of the

Budget Projection

organization by focusing on lost immigrant children

around the world

• The vehicle Minority artists and creatives

• Murals in cities that have the most missing children

to bring awareness

• Special Merch drop (t-shirts, totes, stickers)

• The event Mural Project Digital Traditional Events

Executions: Year 3 Alchemy 39

Executions: Year 3

• Starting Point Focus on U.S. cities with most missing

immigrant children.

• Goal Increase brand and issue awareness.

• Event Local artist commissioned mural. Unveiling

event with keynote speaker.

• Format Merchandise for sale in person and virtually.

Proceeds to directly effect local communities.

Executions: Year 3 Alchemy 40

Suggested Mural Artists

Lucinda Hinojos Keir Johnston Shephard Fairey

Phoenix, AZ Philadelphia, PA Los Angeles, CA
Artist, Muralist, Mentor, Volunteer Social activist, Collaborator Social Activist

Executions: Year 3 Alchemy 41

Executions: Year 3

• GNMC Merchandise

• T-shirts etc…

• Additional revenue source

• Free exposure source for brand

• Increases word of mouth

• Strengthen customer engagement

with brand

• Event exclusive designs

Executions: Year 3 Alchemy 42

 YEAR 4

GROUNDED
Statistics matter and we strive to be accurate
We ground ourselves with facts and strive to do better everyday

Executions: Year 4 Alchemy 43

Executions: Year 4

• The focus Cementing that our devotion to protecting Budget Projection

BIPOC youth is not a social media trend
• With hopes that COVID-19 will be mostly over
• The vehicle Out-of-Home Advertising
• Transportation ads
• The event Pop-Up Executions
• “Last Seen Here”
• Vigils for missing children

Digital Traditional Events

Executions: Year 4 Alchemy 44

Executions: Year 4

• Starting Point Begin transition from digital to

physical, implementation of print advertising.

• Goal Brand awareness, brand sentiment, issue

awareness.

• Event Campaign bringing issue awareness to

forefront

• Format Print advertising e.g. public transportation,

billboards, experiential events.

Executions: Year 4 Alchemy 45

Executions: Year 4

Last Seen Here: Outdoor Execution

• Guerilla styled; paid advertising placed near where

children were last seen

• Last words, shoes they were wearing

• QR Code to find out more and increase ease of

awareness & donation

• #nochildstandsalone

Executions: Year 4 Alchemy 46

Executions: Year 4

Experiential Pop-up

• Shoes of missing children

• Placed with demographic data

• Organization members present to increase ease of

awareness & donation

• #nochildstandsalone

Executions: Year 4 Alchemy 47

Executions: Year 4

Candlelight Memorial: Outdoor Execution

• Shoes of missing children

• Placed with their story

• Organization members present to increase

ease of awareness & donation

• #nochildstandsalone

Executions: Year 4 Alchemy 48

 YEAR 5

TRUSTWORTHY
Make donors aware of how we impact society.
Establish ourselves as trustworthy and ethical in our business practices.

Executions: Year 5 Alchemy 49

Executions: Year 5

• The focus Bringing donors, children & their families Budget Projection
together that have been reunited through the resources &
efforts pulled together by GNMC
• The vehicle Out-of-Home Advertising/ Word of Mouth
• The event 5 year picnic celebration event

Digital Traditional Events

Executions: Year 5 Alchemy 50

Executions: Year 5

• Starting Point: Focusing the success stories & triumphs

over last 5 years

• Goal: Building brand awareness and brand sentiment

through connection and community

• Event: Child friendly picnic event where donors &

effected families can come together, discussing success
stories & triumphs

• Format: Local food vendors & trucks, can be held in

Spring, Summer, or Fall

Executions: Year 5 Alchemy 51

VISUAL
REFRESH
Logo Variation Alchemy 53
Color Palette

• Kept legacy gold and teal

• Additional colors kept colorful but muted to
bring attention to serious issue related to
children

Color Palette Alchemy 54

Photography

Face focused, emphasis on eye contact and smiles. Colorful and Bright vs Black and White.

Visual Refresh Alchemy 55

Textural Treatment

Textural elements of scribbles and hand drawn type.

Visual Refresh Alchemy 56

STRATEGY
 CULTURAL TRUTH HUMAN TRUTH

The public finds ethics and human rights issues Millennial moms care about company values and
important now more than ever. integrity.
• 56% of Americans stop buying from brands they • 92% of millennial mothers want to buy products
believe are unethical. that support charities or bigger causes

• 48% of consumers consider how a company treats • Fifty-one percent of Millennial women expect
its employees when determining whether or not brands to give back to society
they are ethical. (Mintel)

CATEGORY TRUTH BRAND TRUTH

Human service represent strong support among We make the world safer for children.
adults. • 20,000+ child-protection specialists have been
• Child welfare is the 6 most donated to non-profit
th trained by ICMEC on how to respond to and
category. (Lightspeed/ Mintel) investigate child abduction, sexual abuse, and
exploitation.

Strategy Alchemy 61
56%
of Americans stop buying from
brands they believe are
unethical
(Lightspeed/ Mintel)
Our Strategy
CULTURAL HUMAN TRUTH CATEGORY BRAND TRUTH
TRUTH TRUTH
The public is becoming much more Millennial moms care about company Human service represent strong We make the world safer for children.
educated on human rights issues values and integrity support among adults.

ROLE OF THE BRAND THE ONE THING

Bring awareness, education, and Disproportionate gap between missing
assistance to the issue of missing and children of minority groups.
exploited children.

OPPORTUNITY
We framed our positioning to connect the disproportionate gap between missing
children of minority groups to our goal to bring awareness, education, and
assistance to the issue of missing and exploited children.

Our Strategy Alchemy 63

Our Strategy

OPPORTUNITY

We framed our positioning to connect the disproportionate gap between missing children
of minority groups to our goal to bring awareness, education, and assistance to the issue of
missing and exploited children.

TARGET BEHAVIOR OUTCOME BRAND CONTRIBUTION

GET TO BY
Mothers who have a deeper Form an emotional connection with our Transparent and authentic
understanding of family, mission and donate. engagement such as bringing
empathy, and social issues. awareness to ignored and relevant
issues, and sharing valuable
educational tools, resources, and .

Our Strategy Alchemy 64

Measurement Methodology

RATIONAL EMOTIONAL
IMPACT

IMPRESSIONS UNDERSTANDING SENTIMENT

Increase awareness of missing

GOAL Increase brand awareness
children in minority groups.
Increase brand sentiment Increase Individual Donations

• Earned media impressions Issue awareness • Social sentiment

• Intent to donate
KPIS • Social impressions
• Email Sign ups
• Issue attribute awareness
• Engagement
• Media sentiment
• Viewer sentiment
• Donation size

• Sign ups
• Media report • Content engagement • Social listening
SOURCE • Social listening • Social listening • Media analysis
• Donation data
• Site traffic

Measurement Methodology Alchemy 65

WHY
US?
Reason to Believe

“If you stand for nothing what will you fall for”
- Lin-Manuel Miranda

Children need someone to protect, understand, and champion to bring them back home safely. Currently,
Global Network of Missing Children (GNMC) has the opportunity to position itself as a cultural leader
that focuses on those who have had no voice and act as a lightning rod to create long-lasting change.

By tackling issues headfirst GNMC provides a platform where loyal and passionate donors play a
pivotal role in narrowing current discrepancies between minority and non-minorities and help to create
policies around the globe to protect those that can't defend themselves.

Reason to Believe Alchemy 67

Why Us

Our campaign stands out because it stands for everything and anything GNMC should stand
for; it stands for dedication on a controversial issue, it delivers guidance and pushes for change.

Our creative content transforms viewers from seeing ICMEC as just an everyday non-profit to
an essential part of life that gives minority children a voice they never had before. To push
donors to not only donate but become active, seek information and become a part of the change
so many desperately need and deserve.

Why Us Alchemy 68
#NoChildStandsAlone