Case Study
JFCS of Monmouth County
Step 1: Establish a Brand Message
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.
​
STORY
Like with many nonprofits, budgets are tight, and most don't allot for, or have, marketing dollars. Most view this a risk, or taking away from their financial needs to distribute to other programs.
When a new Executive Director was appointed in 2023, she came in with a fresh vision of upleveling and expanding JFCS to attract new donors, and bring in more clients. The challenge however, getting a 17 person Board of Directors to approve a budget for this project where there was none.
​
LONG TERM STRATEGY OVER SHORT TERM GAINS.
​
With lots of hard work and an effective rebranding presentation to the full Board, laying out of the rebranding process and specific steps that would be taken to ensure a successful launch, the proposal for Brand Messaging was better understood, and approved. JFCS received donations on the first day of their website launch.
​
GOALS:
-
Increase Donations
-
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.
AFTER
Bold lettering, color palette, Vision.
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.
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.
PAGE Services: BEFORE
There is too much text, images that don't tell a story, aren't engaging, and no clear CTA,
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.
About Us: AFTER
Text is separated. The image tells a story. The page demonstrates a clear vision, purpose and mission.
PAGE Services: AFTER
There are clear service choices, images that tell a story, are engaging, and have a clear CTA.
PAGE Counseling: BEFORE
There is no page clarity, text is all over the page. There are multiple categories with no descriptors, and no image for engagement.
PAGE Donate: BEFORE
There is no CTA, inspiration to give, and no engagement with colors or images.
PAGE Staff: BEFORE
An uninspired list of Staff, no colors or images.
PAGE Counseling: AFTER
There is program clarity, organized program information,multiple categories with descriptors, and image for engagement.
PAGE Donate: AFTER
There is inspiration to give, engagement with colors and images.
PAGE Team: AFTER
Inspired Team images, colors and contact.
PAGE Board of Directors: BEFORE
An uninspired list of Staff, no colors or images.
PAGE Board of Directors: AFTER
Inspired Team images, colors and contact.
PAGE Holocaust Survivors: BEFORE
Program description of the page has too much text. The image is non compelling.
PAGE Help Us: BEFORE
The page has no images, and asks for help without offering multiple ways donors can give.
PAGE Events: BEFORE
There is no text talking about special events, and the images aren't engaging.
PAGE Holocaust Survivors: AFTER
There is an image of a relatable person, and easy to read bulleted text.
PAGE Ways to Give: AFTER
The page has multiple images, and offers multiple ways to give with clear CTA's.
PAGE Events: AFTER
There is text talking about special events, and the images are vibrant and engaging.
client testimonial
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.