November 2013

BEAF submitted the landscape report, which detailed an analysis on the charities sector. The analysis featured heavily on the web presence of these charities, how they garner donations, the mechanics of PR, how their websites function across devices, how their customer base perceive and engage with them, how different demographics support charities and how CharityCoin can maximise this knowledge to produce not only a website, or a brand, but a brand that engages celebrities, the general public and start-ups all working toward a common goal.

This stage is often the most exhaustive and boring for any client. Research feels like an exercise in extending timelines for the purposes of monetary gain on behalf of the agency. Research however is imperative to delivering a successful campaign and product, for without it anything delivered is derivative of its contemporaries and it’s messaging will be lost on the target audience.

The next stage was to carry out an analysis of brand for CharityCoin, which was the next deliverable.

The founder of OpenDomain, (which is an organisation that gives domains away for free) Ric Johnson and BEAF are working together to develop an idea Ric had of creating a mechanism which would lead to the world’s first sustainable charity.

CharityCoin is a platform which enables celebrity-backed charities to mint custom coins featuring the faces of celebrities in exchange for funding. The funds raised are then invested in start-ups, who are then obligated to support a charity in the long-term. BEAF as an Innovation Agency has been brought on-board in a collaborative manner to create the brand, the creative and the marketing materials to increase awareness and visibility of this truly pioneering venture.

In return for the deliverables, Ric Johnson has kindly offered BEAF, the domain www.beaf.com. BEAF is looking forward to working with Ric and the wider CharityCoin team to bring Ric’s Idea to reality, and in-turn help start-ups, charities and people.

BEAF submitted a proposal on the CharityCoin works, as well as a timeline to Ric Johnson. The proposal detailed how BEAF plan to create the brand, website and also increase the visibility of the CharityCoin brand. The Schedule detailed deliverables of each stage in order to fulfil the obligations to CharityCoin.

The Phases of the proposal included initially an Insight Strategy which assessed the landscape which the new venture would compete and operate within, a brand strategy, a celebrity strategy. The creation of brand would follow on from this Insight Research, and then the development of the website along with creation of all supporting collateral for use in approaching celebrities and their agents. The proposal also mentioned driving visibility through SEO as a long-tail approach.