Non-Profit Branding During Time of Change

St. Mary's Center for Women and Children

In the Fall of 2019, St. Mary’s was on the threshold of significant upheaval.  A pivotal leadership change was on the horizon; revenue from some state and federal agencies was in jeopardy; the annual fundraiser event was imminent but, many new Board members were without the tools to talk about the organization and its mission.  Working closely with a fellow trustee, we satisfied the immediate need for new messaging and talking points. We also put this tactical response into the context of a potential strategic marketing and branding plan.

 Internal Corporate Branding Strategy

Commonwealth Care Alliance

In anticipation of launching a federal health care program, Commonwealth Care Alliance (CCA) increased staff, tripling its size in 3 years. Company leaders and founders were concerned that this explosive growth would adversely affect the values and culture of the organization, which were at the root of its identity and success. The company President charged me with developing a strategy for an internal brand: essentially defining and establishing workplace values.