The Smith Family Value Proposition2019-02-24T01:49:26+00:00

Project Description

The Smith Family

Value Proposition

The Smith Family was founded in 1922. On Christmas Eve, five businessmen walked into a Sydney orphanage carrying armfuls of toys and sweets. They walked out inspired by a single goal: to improve the lives of disadvantaged children in Australia.

In the late eighties The Smith Family changed their focus. They focused on a new belief – that no child should miss out at school, and all should be given the best chance to achieve their full potential.


The Smith Family asked Marlin to help with their biggest challenge. They believed in their focus on education, and had the evidence to show their program was making an impact in exactly the way it should. But they were not content with the market position they were achieving through their communications about education.

Extensive market research had revealed that the organisation was still perceived as similar to large welfare organisations – a label The Smith Family were uncomfortable with.

Various people from across the organisation had various ideas for how to solve this. From copy lines to strategic intentions, The Smith Family needed a group of creative outsiders to help them define and stick to a singular, motivating, distinctive brand value proposition.


Of course we can’t really share the The Smith Family insights. But what was insightful about the project was the importance of working closely with our clients. The Team was a “who’s who” of the leaders of the organisation and the charity’s long-term market research strategist. Mutual respect and trust is what really made this project succeed.

Marlin’s candidates for a value proposition were based on workshops, interviews, and of course several rounds of feedback. They were tested thoroughly in research before the final territory was confirmed.


By now you’ll have guessed, we can’t tell you what the value proposition is.

Marlin developed a Board Presentation, prototypes for how the value proposition could be brought to life, and went on to create staff roadshow materials and presentation packs for every member of The Smith Family’s 600+ team.

The position has been filtering and since Winter 2016 has made its presence known in Marlin’s large scale fundraising campaigns for The Smith Family.


From beginning to end this is an example of how Marlin works closely with our clients to solve their biggest communication challenges.