In 1976, a small group of women came together, dedicated to addressing a deadly disease. Their goal was to increase community awareness around the issues of addiction and its systemic consequences. With committed hearts and a defined vision, Perspectives was founded. Today, Perspectives is the largest supportive housing program for women and children in Minnesota, housing over 75 women and over 130 children annually.
Perspectives leadership engaged us to develop a Brand Strategy that would fuel their Business Strategy, including their recently launched $10 million capital drive to address financial stability and Family Center improvements.
We guided board members and management in developing a Brand Strategy to build a strong relationship with target donors. We began by interviewing current donors to understand how they related to Perspectives and other charitable organization brands. We then identified the target donor, based on insights into their underlying needs and motivations. Lastly, we determined how we wanted the brand to evolve in the future, and created an emotional Brand Promise that was compelling, believable and distinct to drive growth consistent with Perspectives Business Strategy.
- Jeannie Seeley-Smith, President/CEO
- Linda Domholt, Vice President of Marketing
- Rae Lesmeister, Board Member
- Debbie Estes, Board Member
- David McNally, Board Member
- Janine Heffelfinger, Janine Heffelfinger Brand Consulting