services
Art Direction, Brand Strategy, Collateral Materials, Copywriting, Marketing Strategy, Messaging
Girls Inc.
Harnessing Girl Power
The Portland-based chapter of 100 year-old national non-profit Girls Inc. had all of the elements of an effective brand—a recognizable logo, strong messaging, and a relentless focus on the positive effect they have on the lives of girls ages 6 to 18. Yet staff, board members and donors alike struggled to articulate what makes Girls Inc. of the Pacific Northwest unique from other youth services organizations, and to encourage participation in their organization.
Think Joule’s challenge was to harness these brand elements to craft a cohesive story that could be used to connect with key audiences, from the girls themselves to community leaders.
Through discovery sessions and interviews with key internal and external stakeholders, we learned that Girls Inc struggled with donor engagement. While their programs and goals were laudable and appealing, they had primarily worked to attract girls to their programs. We needed to apply the same attention to attracting donors, volunteers and mentors to the organization.
By gaining a deep understanding of the organization’s research-based approach as well as the day-to day challenges, Think Joule created a strategic document that could be used as a foundation moving forward. In defining their target market personas and creating message mapping complete with a distinct call to action by audience type, we equipped Girls Inc. with a completely revamped outreach strategy and marketing toolkit. This new kit actually simplified their outreach materials greatly, streamlined their messaging and is used for recruitment, program expansion, outreach to new communities, and to help donors understand how their support is making a critical difference.
DELIVERABLES
Identified 6 distinct personas/audience types and developed a streamlined messaging tree with distinct calls-to-action aligned to the core drivers of each audience.
Radically simplified copy-dense materials and created a hierarchy of information with clear and targeted calls-to-action.
Streamlined their outreach materials and designed a library of customizable collateral templates.
Scripted and designed a Ted-style presentation template for staff and board members to powerfully communicate their impact.
With a new clarity of message and a new outreach strategy, Girls Inc. is successfully growing their programs and are on track to meet their goal to serve 10,000 girls by 2025.
