Declines in the number of people seeking its services – despite nationwide increases in personal debt – caused LSS Financial Counseling to reconsider the brand’s position, and seek a better understanding of its target audiences’ attitudes and perceptions toward managing debt.
We conducted in-depth interviews with LSS counselors, staff, clients, and people who were candidates for debt counseling, but had yet to sign up. Those insights were captured in a new logo, tagline, templates, and brand and messaging guidelines for both internal and external communications.
Evaluate the effectiveness of the organization’s name and messaging.
Establish a clear and compelling brand identity.
Move prospects to take action through targeted marketing communications.
Debt management plan participation increased by nearly 30% in the first year after the brand was launched.
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This document will help you prioritize project goals, define audiences, and establish criteria for measuring the project’s success.