PeopleFund

PeopleFund, a non-profit that creates economic opportunity through small business loans, and helping families purchase safe and affordable homes, wanted to conduct a brand evaluation that would translate into the development of a new creative campaign and marketing plan. Cultural Strategies conducted in-depth interviews with current and prospective homeowners, small business owners and stakeholders. It also conducted an audit of existing outreach vehicles including website and printed collateral and tested draft messaging for use in future communications. Cultural Strategies delivered a brand evaluation report that provided insights into public perceptions of the brand, an analysis of its current communication vehicles, message testing results. These findings were complimented with a series of recommendations for strengthening PeopleFund’s public image, its relationships at the individual and community-level, and the opportunity to establish itself as a trusted resource for entrepreneurs and homebuyers.