Foster Village Charlotte: Creating a Marketing Blueprint for Strategic Growth

Challenge

Like many nonprofits, Foster Village Charlotte’s team has a lot of balls in the air. The organization has a long track record of savvy marketing, great storytelling and strong social media engagement – but with recent organizational growth, they knew they needed to think strategically about how to reach new audiences. They had a strong team in place and were executing on a strategic plan, but they needed to align their marketing strategy with those resources – and they needed an annual plan that was built with their team in mind.

“One of the biggest challenges when it comes to marketing, is having the time and expertise to build a plan that is strategic enough to meet our goals, while also practical enough that we can execute the day-to-day strategies,” said Becky Santoro, Executive Director of Foster Village Charlotte.

Solution

Foster Village Charlotte partnered with Porch Light Creative to develop a Marketing Blueprint that would guide their strategic marketing efforts for the year, while providing a practical, flexible framework. During a half-day workshop, the team identified the new personas they most wanted to reach, along with big marketing milestones for the year.

Results

The result was a Marketing Blueprint that would practically align the organization’s strategic goals with their everyday marketing strategy, using the team and budget they have in place. Porch Light Creative built a plan tailored to their goals, which included strong engagement of their existing base – while pushing boundaries to reach a new demographic. The plan included key personas and messages, specific recommendations by marketing channel and a calendar with high-level themes and calls-to-action.

“I appreciated that the plan was built with our goals in mind and designed to move those new audiences to specific actions. It leveraged the strengths we already have, while pushing us to try new things that make sense for our team and would appeal to a younger professional demographic,” said Santoro.