2017 MARCOM GOLD AWARD
The Women’s Fund of Essex County changes the lives of women and girls by funding programs that offer demonstrated results. They identify the point of intervention that truly changes these women’s futures. The Women’s Fund proven Grant Allocation Process allows one donation to support a broad platform of programs that may not be on the radar for most donors. The outcomes are real and meaningful in the lives of not only Essex County families but also their communities.
While The Women’s Fund enjoys a positive reputation within Essex County, Massachusetts few people knew what the organization did beyond their well-attended events. We helped them update and articulate their brand.
What We Found
We partnered with Latitude Research to conduct an online survey of all people who worked and or lived in Essex County. While the research revealed a positive perception, the community was eager for more information and engagement with The Women’s Fund.
Leveraging these findings, we updated the current brandmark to be more inclusive and welcoming. We added a tagline and created messaging around the programs supported by the Women’s Fund. This was then rolled out across all printed materials (including a newsletter, white paper and Luncheon invite), digital and social media campaigns, print advertising, a new SquareSpace website, banners and stickers. The new look was unveiled at their 15th Annual Awards Luncheon that is attended by more than 400 people.