This national academic enrichment program was looking to update and organize their messaging. After an assessment of all their marketing materials and a review of similar organizations in the country, we created a comprehensive messaging strategy and plan for the short and long term.
Challenge
As Horizons National grew, their programs were evolving, and they needed cohesive messages to clarify all of their offerings, and a communications plan to reach their audiences effectively.
Process
Red Rooster Group started with a sector landscape review — a competitive analysis of similar organizations and nonprofits. Then, after a thorough review of all existing materials, including their mission statement, website, and other materials, we created a messaging deck, from a series of exercises designed to reveal more about the brand, both now and in the future. We looked at their overall growth plan to account for changes in how they viewed their business, for example a regional expansion model.
Constituent Personas
The organization needed breakthrough thinking to cut through the clutter and create a more compelling story. Instead of using generic language to describe their student base, we created specific student personas to illustrate the demographic they were serving in order to uncover the emotion issues and trigger points. This created more of a narrative to show the challenges the student was facing and how the organization addressed those issues.
Messaging Deck
Based on an iterative process, Red Rooster Group created brand messaging pyramids, which guided the message points for all components of Horizons National’s presentation. We developed fundamental boilerplate information and text that could populate different aspects of their marketing platform, from website to brochure copy, with one consistent message, while customizing the message for different audiences.
Marketing Outreach Strategy
Horizon’s challenge was similar to many organizations – how do you tell your story in a compelling way, as well as reaching more of your target audience? After evaluating what they were doing currently, Red Rooster Group strategized on how to improve their outward communication. Once the strategy was in place, we developed a 24-month calendar and timeline of communication, mapped out with content lists and team assignments, to give a real-world plan for them to communicate effectively, consistently, and on message, to those who they wanted to connect with on a deeper level.
Content Strategy and Planning
After researching other educational programs and trends in the sector, and conducting site visits to other summer enrichment programs, our team recommended more than 25 story ideas, to support their communication objectives. Based on the understanding of their needs, we suggested which stories would be best conveyed in different media, such as video, or website copy, or success stories.
Website Recommendations
As part of the effort to improve Horizon’s communications, Red Rooster Group conducted a thorough review of the existing website, and made many recommendations for improvement. An important one was to upgrade the organization’s fundraising / donation page to be more user-friendly with a clearer message, and a suggested donation amount to help increase giving. We also recommended using testimonials to create a human connection.
Results
As a result of this process, Horizons National has a clear and compelling way of talking about what they do, and is more organized towards a clearer path to success. They have a messaging platform and a marketing calendar and have the tools to know how to follow the plan for both near-term and long-term.
Links
- See other nonprofit branding case studies
- Learn eight ways to improve your donation page.
- Contact Red Rooster Group for help with your website.
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