- The Challenge: Non-Profit Organization leaned on SSG’s partnership to conduct a Brand Health Tracker to establish a shared understanding of the brand’s health, focusing on awareness, consumer perception, and membership interest. They aimed to measure annual progress in growing awareness and to use this brand tracker to inform and guide the strategies and investments for communications, fundraising, and marketing efforts. SSG’s Multicultural expertise brought insight into how perceptions differ among segments (Hispanic, Black, Asian, White Non-Hispanic, and Other), ages, and geographic regions.
- The Insight: Based on previous brand tracker results, the client sees the opportunity for Multicultural growth due to increased diversity among Millennial & Gen Z segments. The client sees much room for improvement as both diverse and younger audiences have very low awareness of the organization’s work.
- Strategic Build/Idea: For the NPO to move forward in improving brand awareness and impact, SSG conducted a large-scale quantitative study in both English and Spanish. In addition to including all age groups and ethnicities (Hispanic, Black, Asian, White Non-Hispanic, and Other), the study captured responses from members, supporters, and non-members. SSG utilized its unique Brand Health Funnel and scorecard to measure awareness, familiarity, saliency, favorability, brand trust, engagement, brand equity, and other key marketing KPIs.
- The Results: SSG’s comprehensive quantitative research revealed improvement in all key brand health funnel indicators, signaling forward momentum for the non-profit organization. Significant improvements were seen with Multicultural, Millennial, & Gen Z segments, compared to a slight drop in current members. SSG’s recommendations focus on leveraging Multicultural segment-specific strategies to continue growth and digging deeper into brand relevance among current members to support growth at all levels. The client has since collaborated with SSG to assess the impact and performance of brand campaigns among all segments and member groups.
