Tactics to strategy

An organization wanted to challenge anonymity and a sprawling geographic mission with an awareness antidote. We stepped forward, strategy first. 

Department Director

“We’ve never had to think strategically before.”

Mission overlap

With adults aging in the isolation of the rural mountains of Utah, a faith-filled culture created a stigma against government-funded services next to the LDS mission of outreach.

Staff member

“We want to make sure we’re not overlapping our services. My wife was assigned by our local church leader to bring a meal to an elderly, but there was already a meal there from meals on wheels.”

Finding purpose

In the midst of strategic planning and leadership transition, we looked beyond funding streams and program brands to establish identity before raising awareness.

Does the public understand your role?

“They don’t know what we do.”“They think we are the government.”“They think we only do meals on wheels.”

Many identities yield none

External partner

“You don’t have to be just one thing, you can be everything, but you have to be able to explain it all.”

Life advocates

Strategy sessions revealed a clear role and strong position—navigating the nuances of advancing age.

Staff member

“What happens if you become a household name and you can’t do anything for them because of funding?"

Approaching awareness as a process

An operationalized planA hub and spoke marketing strategyA phased-approach launch plan

Visual, verbal, intentional

Thematic messaging and symbolic design captured diverse services and reframed a sensitive narrative with a positive tone.

A multi-pronged campaign paved the way for widespread recognition and participation.

Communications manager

“After comparing notes with other agencies at our national conference, we felt as though we were at the front of a movement.”

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