Front FootMARKETINGFront Foot Marketing, independent marketing advisory

Repositioning

You see the opportunity. We're how you give it.

A charity with a strong model and a story that wasn't landing. A strategy and positioning workshop reframed the giving cycle around recognition rather than disposal, and became the brief for a full brand and website refresh.

Founded
Australia, 2024
Position
You see the opportunity. We're how you give it
Outcome
Brief for a full brand and site refresh

Visit The Laptop Initiative

The situation

The Laptop Initiative is a small, mostly volunteer-run Australian charity founded in 2024 by Cheryl Sing. Corporates donate unused working laptops, and those laptops go to refugees, asylum seekers, disadvantaged young people and women rebuilding their lives after leaving violence.

The model was strong. The story wasn't landing emotionally. "We recycle laptops for charity" describes the logistics and skips the reason anyone should care, and it had to hold up across three very different audiences: corporate donors, grassroots charity partners and the people receiving the laptops.

Cheryl and her team brought Anton in for a strategy and positioning workshop to find a platform that worked for all three.

The approach

  1. 01

    Find the emotional truth under the logistics

    A workshop with the whole team, not a presentation to it. The work was to separate what the charity does from what it actually gives people, which is not hardware.

  2. 02

    Reframe the giving cycle around recognition

    Disposal is what happens to a laptop. Recognition is what happens to a person. Moving the story from one to the other changed who the charity was asking, and what it was asking for.

  3. 03

    Make it hold across three audiences

    One platform that a corporate donor, a grassroots charity partner and a recipient could each recognise themselves in, rather than three separate stories that quietly contradict each other.

The client's view

Anton recently delivered an outstanding Strategy & Positioning Workshop for our team. He came incredibly well prepared, brought infectious enthusiasm and created a truly collaborative environment where every voice felt valued. His ability to think outside the square helped us unlock new ideas and see our mission with fresh clarity. Anton is warm, insightful, and genuinely invested in helping organisations grow. Highly recommended.
Heather OpdamStrategic Partnerships, The Laptop Initiative

The result

  • A new position and tagline: "You see the opportunity. We're how you give it."
  • The narrative moved from a transactional "donate your old tech" ask to recognising donors for what they saw first.
  • The workshop output became the brief for the charity's full brand and website refresh, now live at thelaptopinitiative.com.au.
Enthusiasm, creativity and deliverables by the bucket loads. Love these guys.
Cheryl SingFounder, The Laptop Initiative

What this work is

Marketing Advisory, in practice

The The Laptop Initiative engagement is one example of how this kind of work runs. The approach is sized to the decision, not to a retainer.

See how marketing advisory works →

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