Brand Message Development And Website Design
The Mind Trust
CHALLENGE:
The Mind Trust was one year into its new branding initiative and needed to expand its story via a revised online presence. Significant press and collateral information as well as an introductory enterprise web site provided a cursory introduction into The Mind Trust story, but there was no real substantiation or emotional connection - either to the brand or to The Mind Trust’s national initiative to attract educational entrepreneurs to its fellowship program or funding for both the fellowships and its ongoing Venture Fund. How to attract and compel educational entrepreneurs to submit applications for the initiative and how to attract and compel corporate and individual donors to support The Mind Trust and its mission – that was the ultimate challenge.
SOLUTION:
Interrogate the brand and introduce a brand ID facelift (logo, ID package, collateral materials, etc.). Re-imagine the web presence and bring the initiative to life by enlisting actual Mind Trust entrepreneurs in providing testimonials for both their individual initiatives and The Mind Trust in general (via web video produced with resource partners Larry Ladig and Andrew Birkhead). Develop a 5-minute introductory video, which brings The Mind Trust to life for hundreds of important community opinion leaders as well as the national and local media.
RESULT:
Both the site and the video launched on time and on budget. Fellowship applications and funding increased. The Mind Trust has earned national recognition as a true innovator in education reform.