This newly established foundation required a logomark, brand environment and message strategy to compete in a crowded philanthropic marketplace. As a unique entity, it required an equally unique presence.
During the first year, it was determined that all relevant audiences would need to be informed and persuaded to consider the foundation as a source for planned giving in the Catholic community.
A direct contact and web-based strategy reached out to Catholic religious leaders, philanthropic minded organizations and donors, as well as financial advisors and attorneys. A classic, traditional brand image was developed, that appealed to an older demographic seeking to contribute to a generational transition of faith and charitable giving.
All primary audiences were reached in the first year through direct contact, personal visits, advisor events, public media and targeted advertising.