Rebranding Resilience, Fueling the Future
Challenge
Nos Quedamos is a non-profit organization that has been a cornerstone of sustainable development, affordable housing, and youth development in the South Bronx since 1989. However, its brand and communication efforts faced challenges that limited their visibility outside of the community. They needed a robust strategy to appeal to a wider audience, acquire more buildings for affordable housing, and solidify their footprint and legacy as community preservers.
Strategy
We planned a strategic rebrand that would clarify Nos Quedamos’ identity and make its communications more effective. After our research, a SWOT and audience analysis, we developed a strategy with the following elements:
Brand persona & tone: Unified Nos Quedamos brand voice, with an assertive yet welcoming tone, never losing its Bronx roots.
Fresh look and feel with an updated logo and visual treatment, keeping their sustainability and diversity essence.
Communications plan:
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- Social media strategy focused on impact to engage current donors and find new ones
- Strengthen partnerships and amplification through user-generated content and toolkits.
A consistent promotion funnel to advertise their events.
A branded gala to celebrate their 35th anniversary called “Rooted in Resilience”.
Results
Our strategy drove significant brand growth. Their social media garnered a 508% increase in audience, a 242% rise in impressions, a 995% boost in engagements, and a 6.8% engagement rate (way above industry average). They also raised considerable money for their programs through the anniversary gala and different fundraising campaigns.
Work is still going on with Nos Quedamos, building their new website, a video series, and a $5M capital campaign. Most of all, we’re so honored to have positioned this meaningful organization as an essential piece of the Bronx community.