Milwaukee Center For Independence
Marketing Strategy and Brand Alignment
People of all ages with disabilities and their caretakers have a host of services available to them through programs offered by the Milwaukee Center for Independence (MCFI). But, with so many programs out there, the organization found itself with an interesting branding challenge: people may know about a program, but not know it was connected to MCFI. Or, they may know MCFI for one service, but be unaware of other aspects of the organization.
The first step toward creating a cohesive marketing strategy was working closely with CI Design (CID) to create a brand architecture that could be embraced by everyone within the organization. CID helped MCFI articulate specific value propositions, identify a brand hierarchy, and explore messaging that would resonate with families in need of care, as well as potential donors to MCFI.