The formal RFP ask from F2CC was a brand audit – a deep review of how well their current brand platform fit, and how it was showing up across all channels.
However, a solid project kick-off with the F2CC and karmadharma teams revealed something more… the team at F2CC had already done their own audit and primary research to gauge where their brand was at. Their “spidey senses” were already telling them where the gaps were. What they needed was a better view of how to address the gaps. More importantly, how to tease out the difference of where they could play vs. should play, and could be left behind as they took on new initiatives. And of course, how they could operationalize it (a.k.a. make it happen). With a clear ask in our minds, and a collective shared passion in our hearts we dove in with the F2CC team.
We developed a 4 pronged approach to get the job done. The approach was designed to clarify the path that F2CC need to take, the courage to take it, and the tools to make it happen. All within the budget and timelines they needed.
Phase 1: Audit and Insights
- Secondary research of current materials
- Competitive and category review
- Internal stakeholder interviews
- Primary research with current clients and partners
Phase 2: Stress-testing possible pathways
- Balancing national reach vs. the deep impact with focused projects
- How to balance the role of F2CC has a national organization while equipping the needs of regional partners
- Leaning into advocacy
- Refining our brand platform to unapologetically own our space and impact in the category
Building the strategic tools
- Revised Vision, Mission, Values
- Updated Strategic Pillars
- Customer and Partner Segmentation
- Evolved Brand Platform
Planning for how to activate
- High level marketing plan based on the new segments
- Web architecture to make use of the wealth of information F2CC already had, while improving UX and aligning with the new strategy
These evolutionary – and perhaps a bit revolutionary – pivots aligned F2CC’s strategy and brand with the ambitions. The niggly feeling that things “didn’t fit” was replaced with excitement, pride and enthusiasm for the impact they could have on the community.
What was our favourite part of this process?
We couldn’t settle on just one…
- We loved conducting primary research interviews with the partners and clients. It was equal parts beautiful to hear first how they spoke about F2CC as an organization, and motivation to learn about the needs for support and change in the community.
- We loved the brave conversations with the F2CC about different paths the organization could take.