Misperceptions about the company’s strategic capabilities, inconsistent references to the brand, and little recognition outside their core customer base: three major marketing challenges for one of America’s largest direct response fundraising companies. The Shepherd Group responded with a program built around Grizzard’s most unique selling proposition, and developed messaging for numerous touchpoints, ranging from client correspondence to advertising, press relations and web-based outreach. For more details on the program, which also included a new corporate identity, download the full case study PDF by clicking here. Our Point of Difference We specialize in brand language. Not jargon, but the words and images that are authentic representations of the company's mission, its values and, of course, its products and services. In other words, we give brands a stronger "voice." A voice that's more engaging, more persuasive, and, ultimately, more compelling. It's the latter that persuades or influences people to not just be aware, but to act. Before any company or nonprofit organization can profitably market products, services or mission in today's world, there must first be a reputation for trust established with the intended target. Such trust can only be established through credible, believable forms of outreach and communication - driven typically by the demonstrated performance of a brand and the company behind it. Too many brands today are competing strictly on the basis of sheer entertainment value, hoping to gain mindshare through a variety of promotional executions - many of which only have a vague connection to the brand itself. Unfortunately, even when successful, research shows the consumers are much more likely to recall the promotional scenario or execution - but not the brand. The Shepherd Group operates with a different philosophy, something we call Behaviorial Marketing. Our firm focuses on social responsibility that demonstrates organizational commitment to customers, donors, communities and other stakeholder groups. This forms the backbone of our campaign strategies. Long before the storyboards, scripts, taglines and press releases are developed, we're hard at work developing ideas and program strategies that help differentiate our clients - first by actions, then by words.