Vision and Approach
This engagement is a perfect fit for my skill set and experience. For over 15 years, | have been working with nonprofit
organizations to build compelling messaging and effective marketing communications programs that support strategic
goals. | have also worked on the client side. As Interim Chief Marketing Officer for Walnut Hill School for the Arts and for
The Cambridge School of Weston, | completely reinvented brands and built robust communications programs from
scratch—|I understand the challenges inherent in building a culture that embraces and supports a strong brand. In addition,
| have a great deal of experience working with organizations focused on public health.
Understanding that most, if not all, of my clients have limited marketing resources, my approach is efficient and pragmatic.
The deliverables are high quality, immediately actionable, and of enduring benefit. | take great pride in the fact that my
clients use the tools | create for them over and over again, and that the work is typically transformational for their
organizations. Also, in the interest of keeping costs low and quality high, | have carefully created a network of partners
(designers, social media experts, public relations professionals, web strategists, etc.) who share my philosophy and values.
Should we need additional support, | can tap into that network at any time during the process.
As discussed, there are number of levels to this work:
e Branding the Division as Chief Public Health Strategists (ELPH);
« Creating the internal systems and attitudes required to support that transformed brand (systems/training);
* Developing a repeatable framework for branding and communicating individual projects and programs (program)
These three levels are interdependent. Ideally, we would complete the ELPH brand work first, then use that as the
foundation for the other two. However, funding requirements and other priorities may drive us to more of a parallel
process, which is workable. This proposal uses the ELPH work to illustrate the overall process, then indicates the
abbreviated process we will use to brand and communicate individual projects and programs.
