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Case Study
JFCS of Monmouth County

Step 1: Establish a Brand Message

JFCS Monmouth County
VISION
PURPOSE

NONPROFIT ORGANIZATION JFCS:

Jewish Family & Children's Service of Monmouth County (JFCS) is governed by a Board of Directors of 17 Monmouth County residents and employs 19 professionals. 100% of the board members make annual donations to the Agency’s 3.4 million dollar budget. JFCS offers the most comprehensive Health and Wellness, Food Security, Holocaust Survivor and Senior Programs in Monmouth County.

GOALS:

  1. Increase Donations

  2. Gain New Clients

OBJECTIVE:

Rebrand JFCS Brand Messaging Strategy. Build Clarity Confidence and Consistency in their messaging strategy; website and logo, that clearly and effectively communicates their Purpose, Mission, Vision and Values. Create Messaging Pillars that keep their messaging Clear and Consistent. Establish a Value Proposition and create a tagline that inspires donations and people seeking help with a simple User Interface and clear Calls to Action (CTA).

ISSUES:

  • Dated website

  • Unmemorable logo

  • Inconsistent messaging, confusing and unclear

  • Not receiving regular donations

  • Donors need to be redirected twice before reaching the Donate page

  • People struggle to find the information they needed

  • Not an easy to navigate programs, register, or inquire

  • Uninspiring website and with no engagement

  • Too much text, few, images or colors, and no Calls to Action (CTA)

REBRANDING PROCESS:

Multiple Discovery Sessions occurred with both the President of the Board and Executive Director. We accomplished this by identifying the heart of JFCS; their Purpose, Mission, Vision and Values. Once we established Clarity, we did a competitive analysis of other nonprofit organizations, then identified their ideal donors and clients. All of this information culminated into a Value Proposition, Tagline, Brand Messaging Pillars, a Brand Voice and Visual Identity for the JFCS brand. 

RESULTS:

  • Brand Messaging Pillars

  • Value Proposition

  • Powerful Tagline

  • Memorable Logo

  • Responsive Website

  • Easy User Interface

  • Clear and Consistent Brand Messaging across platforms

  • *Received Donations and Inquiries at Website Launch

TESTIMONIAL:

Leslie Kornfeld, Executive Director, JFCS Monmouth County: "Esta was able to capture the essence of what we do perfectly. We started receiving inquiries and donations from our new site the day it was launched."

purpose

JFCS of Monmouth County did not have a clear Purpose when we started. Their Purpose culminated from a series of Discovery sessions:

*Building a future where everyone in our community can live healthy and fulfilled lives.

Value Proposition

Through a series Discovery sessions we pinpointed their exact Value Proposition. I then, with the help of Aug X Labs, we used this text to video platform to create this impactful video.

Jewish Family & Children’s Service believes in Tikkun Olam, repairing the world. We do this by connecting those in need, of any denomination, age or economic background to the highest quality care, empowering those individuals to thrive.

 

We offer the best and most comprehensive Health and Wellness, Food Security, Holocaust Survivor and Senior Programs in Monmouth County, helping individuals achieve stability, and live with dignity.

Tagline

JFCS of Monmouth County did not have a tagline when we started. What culminated from a series of Discovery sessions was their ultimate Vision:

"Quality Life for All"

jfcs logo

BEFORE

Stock image,  no clear Vision.

Screen Shot 2024-04-03 at 1.03.24 PM.png

AFTER

Bold lettering, color palette, Vision.

Screen Shot 2024-04-03 at 12.42.26 PM.png

mission statement

BEFORE

The mission of Jewish Family & Children's Service of Monmouth is to provide innovative, responsive, cost effective, non-sectarian human services that enhance the quality of life for children, families and the aged in our community, while reflecting the shared compassion, ancient wisdom and unifying traditions of Judaism.

AFTER

Our mission is to do everything possible to create health and happiness in our community by providing the best social services, delivered by exceptional people.

Website
Pages Before & After

PAGE Home: BEFORE

There is no clarity about what they do. There are no brand colors. The main image isn't engaging. The menu is hard to read. There is no CTA.

JFCS Building

PAGE About Us: BEFORE

People only read about 27% of any given page. There is all text, no image engagement, clear vision, purpose or mission.

About Us

PAGE Services: BEFORE

There is too much text, images that don't tell a story, aren't engaging, and no clear CTA,

Programs

PAGE Home: AFTER

There is Clarity about what they do. There is a brand palette. The main image is engaging. The menu is easy to read. There is a clear CTA.

JFCS Monmouth County

About Us: AFTER

Text is separated. The image tells a story. The page demonstrates a clear vision, purpose and mission.

About

PAGE Services: AFTER

There are clear service choices, images that tell a story, are engaging, and have a clear CTA.

JFCS Programs

PAGE Counseling: BEFORE

There is no clarity, the text is all over the page. There are multiple categories with no descriptors, and no image for engagement.

Counseling

PAGE Donate: BEFORE

There is no inspiration to give, no engagement with colors or images.

Donate

PAGE Staff: BEFORE

An uninspired list of Staff, no colors or images.

STAFF

PAGE Counseling: AFTER

There is program clarity, organized program information,multiple categories with descriptors, and image for engagement.

Screen Shot 2024-03-19 at 5.04.04 PM.png

PAGE Donate: AFTER

There is inspiration to give, engagement with colors or images.

Donate Page

PAGE Team: AFTER

Inspired Team images, colors and contact.

TEAM

PAGE Board of Directors: BEFORE

An uninspired list of Staff, no colors or images.

BOARD

PAGE Board of Directors: AFTER

Inspired Team images, colors and contact.

BOARD

PAGE Holocaust Survivors: BEFORE

Program description of the page has too much text. The image is non engaging.

HOLOCAUST

PAGE Help Us: BEFORE

The page has no images, and asks for help without offering multiple ways donors can give.

Donate

PAGE Events: BEFORE

There is no text talking about special events, and the images aren't engaging.

EVENTS

PAGE Holocaust Survivors: AFTER

There is an image of a relatable person, and easy to read bulleted text.

HOLOCAUST

PAGE Ways to Give: AFTER

The page has multiple images, and offers multiple ways to give with clear CTA's.

Ways to Give

PAGE Events: AFTER

There is text talking about special events, and the images are vibrant and engaging.

Events

client testimonial

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Leslie Kornfeld, Executive Director, JFCS of Monmouth County

Having Esta establish our brand messaging, develop our logo, and design our new website was life-changing for our non-profit organization.  She was able to capture the essence of what we do perfectly. We started receiving inquiries and donations from our new site the day it was launched. Working with Esta was a pleasure – she met with staff to get the most accurate information in a painless and enjoyable way. I give s.h.e. Consulting the highest recommendation.

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