COME ON A JOURNEY WITH US

Tone of Voice

The Gandys movement wants to help educate the world | We want our customers to come on a journey with us.

The GANDYS MOVEMENT combines our PURPOSE and PRODUCTS to create something that is authentic, engaging, inclusive… and can ‘educate the world’. HOW WE ARE SEEN is about WHAT we do, HOW we do it and how we COMMUNICATE it

‘A Movement should have hope, positivity and joy.’

We are INSPIRED BY TRAVEL

o   The boys, our history, the spirit of culture, exploration and discovery

o   Products that are behind you all the way, wherever your adventures take you

o   Forging links with other countries and cultures

o   Building relationships that are real across the world

We are FUELLED BY GIVING BACK

o   Foundation and Purpose – to help educate underprivileged kids

o   MOVEMENT – to inspire others to join us, to build partnerships, to build something bigger than us, to change the world of education

o   Break the cycle of poverty

o   Educate today, change tomorrow

o   Connect communities – globally and locally, UK and overseas

o   Everyone deserves a chance

o   Small changes can make a big difference

WHERE WE ARE NOW

o   Great story, history, track record - more than a decade of doing good

o   More than £500,000 raised

o   Visible benefits - campuses, partnerships

o   [Kids are being educated and Kids and families are being helped in other ways]

WHERE WE ARE GOING (THE GANDYS MOVEMENT)

o   As above, but change the way we communicate and do much more of it

o   Look outwards, share the vision, create something that’s not about us, but them – the kids, their education, how their world can be changed

o   Engage – inspire people to join The Movement, get involved, respond to Calls to Action and become a part of it

o   TO DATE - we have had passive contributions from purchases, then Gandys has turned that into action

o   FUTURE – still buying a bag and helping, but motivation has changed. It’s NOT ‘Oh good if I buy a bag I am helping’, it’s ‘I LOVE what these guys are doing, I want to be a part of it, I buy into their ethos and activities – this is the Brand for me. Oh. And great bags!’

o   People will still buy our stuff because it’s great, but feel connected at a much more fundamental level and be interested in what we are doing

o   Content/activities – all about how the Movement can/is changing the world of education. Inform people about what’s happening and involve them too

o   Scale – no limits up or down - they can buy a bag, watch a video, join a webinar, work at a campus or tell us about their own project

o   Power in partnerships – working with organisations to maximise benefits, use their contacts, networks to spread the word…

o   … and sell more. We are a bag company and want to sell. We are just changing how we sell – we are ‘pulling’ the sales by building an ethos that people believe in, not ‘pushing’ the sales by talking about ourselves and pushing products.

THINGS WE CAN TALK ABOUT

Education and how it’s happening are at the heart of everything, but we can also talk about other things that make the world a better place (and reinforce brand positivity):

Education

o   The kids – is it working, has it worked – what difference has it made?

o   The teachers, people in partner organisations, successes and challenges

o   [People who need our help. People who can help them]

But also:

Supply chain

o   People, workplaces, homes and families (culture!) What are their stories?

o   Quality of life, respect and remuneration

o   Craftsmanship, tradition, culture

Manufacturing

o   Sourcing and sustainability

o   Materials, recycled materials, processes, transport, packing…

People/Pioneers

o   US - who we are, what drives us, what we think and how we are dedicated to The Movement – The Boys, The Bosses, The Team. Our stories, our education, our travels, our adventures…

o   OUR CUSTOMERS – Gandys Pioneers – share stories, photos, experiences. Our Brand will be synonymous with global travel and cultural exploration too – we want people to want to tell us and other customers all about it

o   THE KIDS – those who are benefitting. The kids, campuses, organisations…

o   SHOW THE SMILES – ie. anything that shows how The Movement is working.

WHERE WE COMMUNICATE - INTERACTIONS

o   Existing – website, emails, ads, delivery leaflet, socials

o   Future – webinars, events, interviews, Gandys channel. PULL – not about push selling bags but pulling people in, spreading the word about THE MOVEMENT and building a positive brand association. These guys are great – yeah of course I’ll buy a bag (which is awesome by the way, wait till I tell my chums)

HOW WE COMMUNICATE - TONE of VOICE

o   Change from being sales-led/pushing to being PURPOSE-LED/PULLING - online and offline

o   Connect the two pillars - PRODUCT and PURPOSE

o   Tell STORIES, tie in with events, trips, visits, create stories - bags of presence, limited editions, journeys and human connections

o In other words, be EMOTIONAL and AUTHENTIC

o   Stories don’t have to be told with words - images and videos work better