Mountain Association of Economic Development
Brand Identity & MessagingPrint & Digital CollateralWeb Design & Development
The Mountain Association for Community Economic Development (MACED) continuously levels up its efforts to transition eastern Kentucky to a new, post-coal economy. But the organization hadn’t leveled up how it was talking about those efforts in several years.
Specifically, MACED was operating from a decades-old website, and communications efforts were sporadic and disjointed. And while the organization was making great strides in the types of programs and resources it offered to the people of Appalachia, the leadership team struggled to understand why awareness about MACED was not increasing.
Through a comprehensive brand assessment, P&P helped MACED identify its communication and marketing strengths and weaknesses, and put together a plan to facilitate the organization’s transition into modern media. The assessment identified several opportunities, but the outdated website became a top priority.
We launched MACED’s website in June, and communications efforts through blogging and social media are quickly and effectively spreading the word about the organization’s initiatives.
Also a top priority was producing an impact report, a publication sent to funders and stakeholders annually that communicates the organization’s goals, initiatives and financial outlook. We helped MACED identify the audience for the impact report and develop a program-focused message strategy that relayed the organization’s significant achievements in the last five years.
An accompanying launch campaign notified media and donors about the new report through e-mail and social media.
“P&P has helped us immeasurably on all fronts. They were able to look at MACED from an outside perspective and highlight the gaps in our communications strategy that we weren’t quite able to see, in addition to addressing the many initial and immediate needs we had. They were instrumental in helping us move into 21st-century communications, and in fulfilling a backlog of strategy work that had stalled MACED communications for years. With their help, we’ve been able to jump-start our marketing and communications in ways that are already paying off, and we’re looking forward to what our continued relationship with them will bring forth. They’ve helped us patch up and reinforce our communications work so that we’ll now be able to move forward with a solid foundation upon which to build.”betsy whaley
Executive vice president,
mountain association community economic development
MACED’s inspiration every day is the people and landscape of Appalachia — making investments in the region that provide economic opportunities and protect its valuable resources. This is their “why.” We let this inspire us in designing and crafting the message for the website and impact report.
With the theme of “Investing in a new economy for Appalachia,” success stories illustrate the upward trajectory in investments in communities, startups, entrepreneurs, social enterprises and maintaining organizational stability during the past five years. Photos of clients engaging in MACED’s programs are prominently featured, along with detailed financial and trend data that shows how these programs are working.
The new website offers a better user experience and implements a customized WordPress CMS, allowing updates to be easily made.
Let’s get started.
Are you ready to share your story, make it matter and connect with your folks in a big way? Great!
We can’t wait to talk.