Coaches Across Continents Brand Blueprint
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2014/2016<br />
BRAND BLUEPRINT<br />
<strong>Coaches</strong> <strong>Across</strong> <strong>Continents</strong><br />
GLOBAL LEADERS IN SPORT FOR SOCIAL IMPACT
This blueprint sets the foundation for the <strong>Coaches</strong> <strong>Across</strong> <strong>Continents</strong> brand strategy. It reflects the<br />
position, promise and personality that we want to project to our on-field and off-field partners,<br />
our volunteers and funders, the tens of thousands of coaches and community leaders and the<br />
hundreds of thousands of young people we connect with in our work. It also provides us with<br />
the clarity of purpose to realize our vision.
VISION<br />
THE FUTURE WE SEE FOR SPORT FOR SOCIAL IMPACT<br />
We envision the day when all governments, municipalities,<br />
schools and communities have the skills to use sport as a<br />
social impact tool and make the choice to do so.
MISSION<br />
WHAT WE DO EVERY DAY TO GET THERE<br />
We enable communities to create lasting<br />
social change through sport.
OBJECTIVE<br />
THE AMBITION THAT DRIVES US<br />
To be positioned as global leaders in<br />
the sport for social impact movement.
BELIEFS<br />
WHAT INSPIRES US THE MOST<br />
• The capacity of communities to change<br />
• The need to question tradition, religion and culture<br />
• The opportunity for women to be treated as equals in sport and society<br />
• The unifying nature of soccer<br />
• The chance for children to laugh<br />
• The ability for individuals, groups and communities to choose their future
PRINCIPLES<br />
SELF-DIRECTED LEARNING IS THE FOUNDATION OF OUR WORK<br />
Self-directed learners possess attitudes such as independence of<br />
mind, confidence in their own judgement, a sense of self-esteem<br />
leading to self-actualization and the ability to cooperate and<br />
collaborate with others. They are independent thinkers who can<br />
define and solve problems, reason logically, engage in the imaginative<br />
projection of their own ideas and set goals and strategies<br />
to achieve them. They reflect upon experience and learn from it.
RESULTS<br />
20<br />
51<br />
136<br />
2,152<br />
171,785<br />
Countries<br />
Implementing Community<br />
Partner Programs<br />
Member Partner Programs<br />
Community <strong>Coaches</strong><br />
Children impacted<br />
These are official 2013 metrics
KEY RELATIONSHIPS<br />
On-field<br />
To the countries we work in we are a vital support system to those<br />
who are committed to using sport for social impact.<br />
To our implementing community partners we provide an adaptable<br />
program based on self-directed learning.<br />
To our community coaches we are educators who enable others to<br />
create sustainability.<br />
To the children we impact we provide a safe space to laugh, learn<br />
and make choices.<br />
Off-field<br />
To our corporate partners we are change agents with the power to<br />
connect, engage and unite corporations, communities and individuals.<br />
To our staff and volunteers we provide the opportunity to live out<br />
a dream to combine soccer, travel and meaningful social change.
APPROACH<br />
We’re a team.<br />
We build strong, collaborative partnerships with reputable,<br />
committed local organizations.<br />
We coach.<br />
We build lasting capacity by educating local leaders to deliver<br />
our proven curriculum, and support them as their skills grow.<br />
In turn, these local trainers have a positive, cascading impact in<br />
their communities.<br />
We adapt.<br />
Our people and programs are 100% adaptable. We are constantly<br />
modifying our tools and supports to fit the unique and emerging<br />
needs of each community we visit.<br />
We measure.<br />
We monitor and evaluate every single thing we do, and<br />
continuously improve our programs and systems.
PERSONALITY<br />
THE CHARACTER THAT DEFINES OUR CULTURE<br />
We are visionary, adaptable, resourceful,<br />
collaborative and fun — very, very fun.
PROMISE<br />
WHAT PEOPLE COUNT ON FROM US<br />
We use soccer to leave a legacy of leadership,<br />
empowerment and choice that is bigger than<br />
the game itself. (Yes — it’s that big!)
POSITIONING<br />
HOW WE TELL OUR STORY IN 30 SECONDS (OR LESS)<br />
<strong>Coaches</strong> <strong>Across</strong> <strong>Continents</strong> is a global leader in the sport for social<br />
impact movement. We partner with local organizations to implement<br />
our award-winning 'Hat-Trick Initiative' that focuses on local social<br />
issues such as: female empowerment, including gender equity;<br />
conflict resolution, including social inclusion; health and wellness,<br />
including HIV behavior change; and other life skills. Our key to success<br />
is a unique self-directed learning model that is based on our 'Chance<br />
to Choice' curriculum. In 2013, we worked in 20 countries with 51<br />
implementing community partner programs. Overall, we educated<br />
2,152 community coaches who impacted a further 171,785 young people.
VISUAL IDENTITY<br />
GLOBAL LEADERS IN<br />
SPORT FOR SOCIAL I MPACT
Real change happens on-field.
Social game changers.<br />
GLOBAL LEADERS IN<br />
SPORT FOR SOCIAL I MPACT
Life skills<br />
for a better world.<br />
GLOBAL LEADERS IN<br />
SPORT FOR SOCIAL I MPACT
Female empowerment<br />
for equal societies.<br />
GLOBAL LEADERS IN<br />
SPORT FOR SOCIAL I MPACT
Conflict resolution<br />
for peaceful decisions.<br />
GLOBAL LEADERS IN<br />
SPORT FOR SOCIAL I MPACT
Health and wellness<br />
for educated communities.<br />
GLOBAL LEADERS IN<br />
SPORT FOR SOCIAL I MPACT