The Situation:

After a recent merger, Families Matter was in the midst of reinventing itself and needed to define who they were and whom they served. They were keen to start a transition that would see them move towards a more sustainable business model, where some services were offered on a "fee for service" basis.

The Challenge:

To guide the organizational re-invention process by helping to define a new leadership platform. Once the new direction was defined, the organization needed to create a new corporate identity, communication program, sales infrastructure and marketing program. The process was limited financially and required reduced rates and a large in-kind donation by Accrue.

The Approach:

We treated Families Matter as if it were a new start-up business. We coached them through the Core Essentials version of the  Being Profitable Program in order to create clarity of purpose with the new organization. Once the leadership platform was re-defined, we guided them through the process of developing a communications program, a new identity, a website redesign and a custom e-commerce infrastructure. We help them define their product offerings, develop sales landing pages and an on-line marketing program to assess sales effectiveness.

The Results:

The merged organization emerged with a newly aligned sense of purpose and a sense of clarity and messaging that resonated within the organization, funders and the general public. The website became the central communications and sales hub. The organization then began the process of taking over the program themselves.

Program Deliverables

• Define the brand
• Develop the corporate identity
• Define their sales economics and success criteria
• Develop the creative brief and marketing plan
• Develop key sales messages and campaignable idea
• Competitive review and keyword research

• Develop the website
• Develop a customized ecommerce system for class registrations
• Develop a series of sales landing pages
• Train the team to manage their new website infrastructure 

• Search engine optimization (SEO)
• Search engine advertising campaign setup
• PPC campaign management
• Performance tracking and analytics
• On-going support and performance optimization