CARE
Repositioning CARE’s market-based development programs
CARE, one of the largest international NGOs, had recently created a division focused on using market and business methodologies to support women’s economic development. The team had a powerful vision and a unique approach to measure and evaluate its results, but there was limited understanding within the broader organization what the team’s role was and which programs were part of it. Externally, the awareness of CARE’s work in this space was minimal, which limited its ability to raise funding or influence how the sector designed and measured development programs. The team needed a simple idea to unify its individual
Conducted an extensive landscape assessment including over 25 internal and external interviews and a competitive analysis.
Developed a brand positioning and tagline—"Helping women earn, save, and invest”—that was both consistent with the CARE umbrella brand and reflected the team’s unique approach in the economic development sector.
Developed a messaging framework that could be used across all 7 programs and served as the foundation for the team’s thought leadership strategy.
Developed a 3-5 year multi-touchpoint marketing plan designed to build awareness and visibility of CARE’s programs including a content strategy, activation at events, media relations strategy, social media plan, and campaigns.
Provided ongoing consultation on deploying the brand positioning and executing the marketing programs.
Results
- The strategy defined resources needed to support the marketing objectives which enabled the team leadership to secure the needed staffing and marketing investment from the C-Suite
- Internal program awareness increased from 40% to 75%, an 88% increase in under a 1 year, after launching the rebranding and new messaging internally.
- The marketing plan allowed a new team to hit the ground running and accelerated pace of executing marketing deliverables by 6-12 months. The team has launched year 1 of the marketing plan, and the 3-year strategy is still relevant with year 2 on track for implementation.
- The volume and frequency of communications has increased exponentially since plan implementation began.
“Anne was a key strategy partner and did an excellent job of listening, understanding our problem, and ultimately creating and guiding our initial 3-year marketing plan. She advocated for a clear vision and helped our staff execute on that vision. Anne continues to be our primary external sounding board and thought partner on our marketing strategy.”
Mark Muckerheide, AVP Programs, Women’s Economic Justice at CARE
