“Jennifer and her team at Arlington Strategy came on board with us at a pivotal time. Our marketing staffer had just left, with looming deadlines for major marketing efforts just around the corner. We signed on with Arlington Strategy after interviewing several firms. Their presentation and breadth of services were far and away the best of the lot, and I never regretted that decision to take them on. What was supposed to be a fairly short contractual relationship turned into a much longer relationship as their services were so spot-on and effective. Jennifer’s professionalism, marketing savvy, and her ability to pivot fast and quickly learn our mission and product were really rather remarkable. I most certainly and wholeheartedly endorse and commend Jennifer and her team to any firm looking for great results and responsiveness to the marketing and PR needs of the organization.” — Jon Smoot, Executive Director, Habitat for Humanity of Northern Virginia
Habitat for Humanity of Northern Virginia
December 2012-April 2014
Habitat NOVA hired Arlington Strategy to provide advertising strategy, brand cohesion strategy and interim strategic marketing & communications support during a period of organizational realignment and growth in late 2012. Arlington Strategy provided ongoing staff augmentation and strategy support through April 2014, and we continue to support Habitat NOVA’s branding and advertising.
THE CLIENT’S GOAL
Habitat NOVA wanted to unify its messaging, motivate its stakeholders, increase donations and elevate the organization’s influence on affordable housing and homeownership issues in Northern Virginia. In addition, Habitat NOVA needed its day-to-day marketing and communications functions to continue uninterrupted during a staff transition.
By engaging with all aspects of Habitat NOVA’s organization, interviewing its staff and stakeholders, evaluating its current mission and messaging as well as internal and external perceptions, Arlington Strategy developed a deep understanding of the challenges and opportunities facing the organization. Habitat NOVA needed to:
- Streamline and professionalize communications to eliminate competing messaging and collateral as well as to communicate the role the organization’s retail fundraising ReStores play towards fulfilling its mission;
- Explain that Habitat NOVA does not give away homes; and
- Communicate that local donations are essential because Habitat NOVA is not financially supported by Habitat for Humanity International.
Arlington Strategy was successful in improving the marketing and communications program by:
- Assessing the marketing and communications needs of every department in the organization, and developing a strategic, cohesive marketing plan.
- Redesigning a new website that replaced two separate sites; with clear copy, prominent calls-to-action, and an updated user experience.
- Creating a monthly newsletter that clearly communicates the breadth of activities, and appeals to the range of stakeholders that Habitat NOVA must keep engaged.
- Creating new, streamlined brand collateral.
- Executing a highly localized media outreach program that resulted in a 40% increase in its web traffic.
- Developing a paid advertising campaign that was targeted, timely and effective.
- Developing and implementing a training program for dozens of new volunteer brand ambassadors.