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Case Study
Building Momentum
Momentum Community Economic Development Society
Momentum is a Calgary-based non-profit organization that offers hope and opportunity to people living in poverty. Using a model called Sustainable Livelihoods — which focuses on increasing financial resources to reduce poverty — Momentum helps its participants develop themselves in five asset areas: social, financial, human, physical, and personal. By developing all these areas together, their belief is that individuals will be in a much better position to succeed over the long run. Momentum's goal is to help all those who are ready to move out of poverty, do it for good.
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The Challenge
Following a full-scale re-branding, Momentum's marketing materials were outdated and no longer reflective of their new direction. In addition, their website had grown cumbersome and had yet to gain any significant online traction.
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The Strategy
Increase Momentum's profile in the city as a focused, streamlined non-profit organization. Target Momentum's message to various audiences; attracting potential donors, giving confidence and clarity to participants, demonstrating professionalism and core values to potential partners as well as current & future employees. Accomplish this through various print methods and a brand new website that would tell the Momentum story through proven results and real-life examples.
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The Solution
- Website redesign and content management system implementation
- Annual General Meeting presentation
- Annual Reports developed to reflect key results using engaging personal stories & high visual design
- Executive and participant photography
- Custom illustrations and iconography
- Print materials and print templates
- Logo design for 20th Anniversary
- Logo design for “Train the Trainer” program
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The Results
- 69% increase in organization awareness (Ipsos Reid poll)
- Heavy website users now account for 8% of visitors, compared to 1% pre-launch
- 245% increase in time spent on the site, and page views increased 290%
- Search traffic increased 70% — Momentum is more effectively found online
- 33% decrease in unintentional visitors
Do You Need Momentum?
It doesn't matter if you are a services business, a manufacturer, or a non-profit like Momentum, the point is how do you grow and improve. At Soul we do the research, and define the proper strategy unique to you. So yes we encourage you to consider and be inspired by what worked here for the great people of Momentum (we do love this group and the incredible work they do) but let's get together and talk about what would be amazing for you.