WomanACT’s services fell squarely within an incredibly crowded EDI sector. We had to listen carefully and write strategically to make their service offering stand out.
How we helped a feminist non-profit expand its fee-for-service consulting model.
In a context of short-term, project-based funding, WomanACT sought to secure more sustainable long-term revenue through a fee-for-service model. Building off its reputation as a trusted advisor on gender-based violence, WomanACT retained Spur Communication to refine its opportunities in the space of corporate consulting, developing a clear strategy to launch a valuable consulting service for corporate clients.
This project presented several interesting challenges for our team. We addressed them all head on.
WomanACT’s services fell squarely within an incredibly crowded EDI sector. We had to listen carefully and write strategically to make their service offering stand out.
WomanACT’s ideal corporate partners could be just getting started on their journey to address gender-based violence, or they could be seasoned pros. We needed a model that could fit everyone. We also needed to build a service model that could expand or contract according to shifting budgets.
Like so many others, this organization had become numb to its own jargon. To appeal to a wider audience, it needed support to recognize and dismantle the jargon that might alienate prospective customers.
To equip this client with all the knowledge and tools they needed, our approach was thorough but clear. The strategies and materials we delivered considered:
Generic corporate contacts were not going to cut it. We went deeper to imagine the likely lived or living experiences of their intended audiences, considering their daily concerns and painpoints with deep empathy. We translated what WomanACT offers into something these people would click—and buy.
WomanACT wanted to know: What resources do we need to run this program? We developed a resourcing calculator that considered FTEs with varying levels of experience, work outputs, and likely weekly time commitments, to make the program successful. This important business data helped WomanACT plan and hire for the future.
To launch a new service, you need more than a strategy. You need materials you can use right away. That’s why we provided WomanACT with blog templates, social media posts and a runway of content marketing material to begin promoting its workplace consulting services for several seasons. Our materials were grounded in consistent key messages and proof points, and always informed by intended audience expectations.
Our team had a significant output for this client in a short period of time. Here are some of the highlights:
Armed with a thoughtful strategy and comprehensive materials, WomanACT launched its WomanACT in the Workplace consulting services with a clear understanding of its value proposition to new corporate partners. WomanACT boasts a client roster that includes Uber Canada and the Society for Canadian Women in Science and Technology.
