Building a B2b
social purpose brand
+20% LEADS GENERATED
2x EMPLOYEE ENGAGEMENT
PROJECT BACKGROUND
Mission Edge was looking to expand its operations nationally and modernize its brand presence. As a San Diego leader in non-profit managed services, Mission Edge provides administrative and startup support to non-profits and social purpose businesses. With a small team and limited marketing budget, they relied on word of mouth for new clients.
But as a social purpose enterprise, every dollar they earned created more impact in their community, so Mission Edge was looking to motivate their workforce and scale. So we created a brand awareness campaign that increased employee engagement and new client acquisitions simultaneously.
Objectives
Increase managed services leads
Clarify the Mission Edge social purpose
Approach
I started with user research to establish foundational company values and brand messaging pillars. Conducting over twenty interviews with internal employees and client contacts, I uncovered a few valuable insights. 1 - Mission Edge's NPS score was off the charts, but clients and employees were either very willing or had already referred ME in the past. 2 - However, few employees could describe Mission Edge’s social impact or mission, limiting their ability to spread the word effectively. 3- Word-of-mouth marketing was working, but not fast enough to meet their year-end national expansion objectives. 4 - The mostly remote workforce felt disconnected from the company and its mission, leaving 20+ employees feeling unengaged.
Brand Strategy
To align with Mission Edge's identity as an earned revenue non-profit, I repositioned the brand as a leading social enterprise, emphasizing expertise in social business model innovation.
This new positioning provided a unified and compelling anchor for both their non-profit and social purpose business programs, delivering a message rooted in passion, practicality, and impact.
Brand Culture campaign
Mission Forward is an internal culture campaign designed to foster connection and amplify brand awareness. Through paid group volunteer events, employees experience the impact of Mission Edge’s services firsthand. These events bring teams together with leadership, offering valuable face time with C-suite executives while contributing to meaningful community work.
The program cultivates a caring, growth-oriented team culture and simultaneously strengthens Mission Edge’s visibility among potential nonprofit clients.
Brand Awareness Campaign
The Mission Edge Connection Box builds brand awareness while supporting Mission Edge’s client network. By purchasing experiences in bulk and sending gift cards to new leads, it fosters connections with neighboring organizations that organically promote the Mission Edge brand.
Even Mission Edge marketing now carries a social purpose.