EMPOWERING HUMAN SERVICES
Delivering Impact
With Intent…
You’ve undoubtedly heard Dan’s belief that bridging the gap between programs & services and marketing can empower human services agencies…but what does that actually mean?
And how do you quantify that?
A few outcomes that exemplify the profound impact of innovative marketing approaches, from elevating brands and expanding networks to recruiting caregivers.
Launching the Incompass Brand
How do you bring together two merged entities with disparate cultures and nearly 150 years of combined experience under a new brand umbrella? By talking to your stakeholders directly…
Collaborators: Wallwork Curry McKenna
-
In the dynamic world of human services, merging entities with a collective 150 years of experience needed a brand that resonated with stakeholders across the spectrum.
-
Leveraging my experience, I spearheaded a unique approach. Instead of traditional committee methods, I engaged the entire agency in a comprehensive, months-long discovery process. Together, we crafted a compelling "brand story" that would captivate hearts and minds and unlock an authentic culture.
-
Incompass Human Services unveiled its brand and embraced a unifying "Care Champion" culture. The agency has grown its revenue by nearly 40% since the brand launch, and has among the industry’s best staff retention rates.
Recruiting NEHSCO Affiliate Agencies
When two passionate CEOs teamed up to create a person-centric and provider-driven human services network, they needed compelling messages and tools to turn their vision into a reality.
-
In order to recruit human service affiliates and build a robust network, NEHSCO needed a strong brand and unique value proposition.
-
Experience in the private sector informed our strategy – developing a series of Account-Based Marketing (ABM) tools, meticulously tailored to CEOs, Board members, and leadership teams. These tools were armed with personalized pitch points, ensuring maximum impact.
-
We crafted a hybrid pitch deck fortified with AI-powered tools. This approach proved instrumental in advancing NEHSCO's mission and recruiting its first affiliate agency.
Growing the Shared Living Program
Demand for Shared Living was high, but provider outreach was nascent. Learn how a focused digital campaign was the catalyst for renewed growth.
Collaborators: Stirling Brandworks
-
Demand for provider homes was at an all-time high, but the program had never been promoted outside of the Incompass comunity.
-
Launch an integrated, ROI-driven digital campaign that extended beyond the core community. We strategically highlighted the program's benefits to a wider audience after interviewing program participants, and produced a podcast, video brochure, sales sheet, and enhanced web presence optimized to gather program leads.
-
In just three months, we achieved remarkable success – onboarding 13 new Shared Living providers and generating over 100 leads from enthusiastic parties eager to become Shared Living providers for the first time!
Building and Promoting Agency Culture
Culture is an enormous component of recruitment and retention programs. As part of the re-brand, I identified and nurtured the “Care Champion” culture at Incompass, and embedded it into the agency’s identify.
-
How does an agency with 70 years of history define their culture? What exactly do staff value about their experience at Incompass and how do we identify and promote those experiences?
-
Many agencies go with the "culture committee" method where a subset of the agency defines the outcome. I invited every member of the agency to participate in a series of discovery sessions where I heard first-hand answers to questions that led us to an authentic outcome.
-
The "Care Champion" persona and culture were launched to much fanfare. We shared the results of our conversations, and the staff were excited to engage. One request? How do we showcase the energy of our agency? That request led to this motion graphics depiction of the agency, which is used in recruitment efforts to this day.
READY TO GET STARTED?