Uncovering Insights for Better Outcomes

Red Rooster Group is a full service marketing agency that specializes in helping nonprofit organizations be more effective in achieving their mission. Toward that end, we provide a variety of strategic and creative marketing and design services to support our clients’ success.

A Strategic Approach to Marketing

As we take a strategic approach, our engagements typically start with a Discovery phase that includes various types of qualitative and quantitative research. Unlike other research firms, we make us of the results generated, developing tag lines, messaging and themes, new organizational names, reshaping brands and designing new logos, writing, designing and producing brochures, websites, publications, and other marketing materials to promote our clients.

Types of Market Research We Conduct

• Brand Evaluations
• Competitive Reviews
• In Depth Interviews
• Surveys
• Workshops
• Focus Groups

Market Research Examples

A few examples of market research we have conducted for our clients include:

Launching a New Earned Income Venture

Research to validate a new earned income venture for a nonprofit organization serving seniors. An extensive competitive review and in depth interviews led to the establishment of a fee-based senior management consulting entity that we named CarePath with the tagline, ”Charting the course of care for seniors and their loved ones.”

Uncovering Donor Motivations

Interviews and a survey for a social service agency asking about the value of the organization’s services and donors’ motivations for supporting the organization. The survey drew a very high response rate of 600 respondents including more than 4,000 write in responses. This yielded valuable information for the organization including the need for people to know more about the organization’s impact and the desire to have donations put to good use locally. As a result, we developed the new fundraising theme, “For the good you can see around every corner”, as well as a brochure, presentation, advertising and other marketing materials.

Developing & Testing a New Organizational Name

When the largest organization supporting Native Americans needed to develop a new organizational name without harming the $25 million in annual revenue from their loyal supporters, they turned to Red Rooster Group. We conducted 20 in depth interviews with supporters and others, and developed a survey to test the top 3 names that we had developed. The research validated donors’ specific interests and revealed the name that resonated most with donors, giving the board the confidence the adopt the new name.

Validating the Need for a New Organizational Name

An 80-year old national membership organization with a deep-rooted membership base was experiencing problems with their organizational name. Red Rooster Group was called in to conduct research to validate the extent of the problem, to test the viability of a potential name change, and to generate a new name. Our market research included conducting 27 in-depth interviews, and 2 versions of a survey for different audiences which yielded responses from 1,500 people. The research led to the successful adoption a new organizational name.

Improving an Organizational Brand

The largest national organization providing support for people with a particular neurological disorder was in need of improving its brand viability and increasing public awareness of the disorder. To learn more about how people with the disorder perceived the organization, we conducted 30 interviews with various stakeholders, workshops with staff and chapters, and developed 3 different versions of a survey.This information about the services that people valued help shape the organization’s services and marketing.

Appealing to an Elusive Market

A general contractor specializing in building upscale homes was looking to develop relationships with the hard-to-reach architectural market. We conducted in-depth interviews with architects and designers to understand their needs. The interviews revealed that architects are concerned about having their designs executed properly and fear the contractor destroying their relationship with homeowners. This insight led to us to develop a brochure around the theme of ”Partners in Perfection” to position the contractor as an ally to architects, and to develop a seminar series so that architects could get continuing education credits. This has resulted in a number of fruitful relationships with architects that can refer business on a regular basis.

Developing & Testing a New Trustmark

An international consortium of businesses, unions, farmers, and nonprofits came together to develop a new certification process to make farming safer and more equitable for farmworkers. Red Rooster Group was tasked with developing a trustmark that would appear on packaging of food produced by certified farms. After conducting our own research on existing certifications, we developed different versions of the trustmark for testing with consumers and other audiences. We identified a base of eco-conscious consumers and crafted a survey to test how well each of the 3 finalists met the criteria. After the survey, we developed and tested another version of the trustmark, resulting in a trustmark that had been well vetted.

CONTACT US

We would be glad to discuss how we can provide market research to uncover insights for your organization. Contact us at info@redroostergroup.com.