We use our time-proven and constantly refined Message And Purpose (MAP) approach for developing purpose-led communication blueprints. MAP sets the stage for us working deeply and collaboratively with our clients.
MAP is flexible in its applications. It can be employed when working with individuals or teams assigned with a key project. Or, it can be the strategic approach for developing overarching message platforms, refreshing brand platforms or launching new brands or initiatives.
MAP is the furthest thing from a cookie-cutter approach to message strategy. Created from the insights and answers to ten vital questions, each MAP reflects the uniqueness of an organization—its voice, character, values, beliefs, concerns and promise. This is not a reactive approach to message strategy where your communications are controlled by external forces. This is a proactive approach where you put your purpose stake in the ground and move forward from the inside out. It’s all about why you are truly here and who you really are. There is no veneer, spin or superficiality.
The benefits of MAP are many. MAP lets you venture forward with understanding and appreciation of your true north and why it is your most important destination. It provides you with the coordinates to continually find meaning, value and the insight for wise decision-making at every level of an organization. And, MAP reveals real words and images vital for communicating your purpose, principles and promise to your culture, customers, communities and other key constituencies.
DOMESTIC ABUSE INTERVENTION SERVICES (DAIS)
As they embarked on a capital campaign to fund and build a new shelter and facility Domestic Abuse Intervention Services (DAIS) selected us to help them develop a new purpose-led message blueprint to help tell their life-saving story. We worked with their leadership team in developing a communications blueprint with these key coordinates:
Purpose: Transform our community one person at a time.
Promise: By supporting DAIS, you can provide hope and safety to the one in four women and their children in Dane County who will be victims of domestic violence.
Core Word: One
Key Audiences: Survivors; women of power and influence “spheres of influence” who feel a responsibility toward sisterhood, lifting women up.
This blueprint guided our development of a new DAIS identity and purpose-led communication’s platform. The positioning statement is One. And for All.
HILLARY INSTITUTE OF INTERNATIONAL LEADERSHIP
The Hillary Institute in New Zealand looked to us to help develop a communications blueprint for launching there new enterprise envisioned as the 'Nobel Prize for leadership'. We worked with their leadership team in developing a message strategy based upon these key coordinates:
Purpose: Great leadership improves the human condition.
Promise: You can recognize, reward and nurture the kind of leadership that Improves the human condition.
Core Word: Governors: You Funders: Can
Key Audiences: Governors; Funders
These coordinates and the message blueprint guided our development of a purpose-led communications platform and identity for the Hillary Institute.
CREDIT UNION NATIONAL ASSOCIATION (CUNA)
The Credit Union National Association, CUNA, looked to us to help them develop a new purpose-led brand platform. We worked with their leadership team in developing a message strategy built upon these key coordinates:
Purpose: Advance economic justice
Promise: Investing in CUNA is investing in you.
Core Word: Is
Key Audiences: Credit union leaders, leagues, and CUNA culture
The message strategy guided our development of the new CUNA brand.
THE NATURAL RESOURCES FOUNDATION
The Natural Resources Foundation selected us to help them develop a name and identity for a new purpose-led ‘people’s fund’ created to provide a means for citizens to contribute to preserving and protecting the natural habitat they enjoy and revere. We worked with their leadership team to develop these key coordinates that would guide the development of the fund’s name, identity and messaging:
Purpose: Forever ensuring the care of our State’s public lands and waters
Promise: You can ensure your future enjoyment of Wisconsin’s public land and waters now.
Core Word: Enjoyment
Key Audiences: Purchasers of hunting, fishing and recreational licenses and passes; citizens and corporations who appreciate the need to contribute and invest in protecting, preserving and restoring our natural habitat.
The message strategy guided is in the creation of the name, Cherish Wisconsin Outdoors Fund , the action theme, Give now. Enjoy forever., and the fund's graphic identity. The identity brings the viewer into the scene, evoking the beauty of Wisconsin’s lands and waters and inspiring them to protect and care for them. The image (composed of lake, trees, bird, sky) is serene and welcoming, inviting the viewer to get outdoors and enjoy these precious resources.
WISCONSIN ALUMNI RESEARCH FOUNDATION (WARF)
The 93 year-old Wisconsin Alumni Research Foundation (WARF) looked to us to help develop a new purpose-led brand platform. We worked with their leadership team in developing a message strategy built upon these key coordinates:
Purpose: We help steward the cycle of research, discovery, commercialization and investment for the University.
Promise: We are your proven leader in technology commercialization and endowment management with many resources to invest in your discoveries and success.
Core Word: Invest
Key Audiences: Campus Investigators; university administration; commercialization partners; WARF board & employees
The message blueprint guided our development a new WARF identity and purpose-led brand platform. The platform is framed with the positioning statement, Investing in Research, Making a Difference.
EMERSON HUMAN CAPITAL
Helping organizations address and deal with change, Emerson Human Capital selected us to help develop a new purpose-led communication’s platform. We worked with their leadership team in developing a message strategy built upon these key coordinates:
Purpose: Do meaningful work with people we love.
Promise: We take change personally.
Core Word: Personally
Key Audiences: Previous and existing clients. They come from finance, IT and learning development sectors of business.
These coordinates and the messaging blueprint guided our construction of a purpose-led communications platform that was initially revealed via a new website for Emerson. The positioning statement, we take change personally, underlines all communications.