We applied a usage and attitude (U&A) approach to understand particular brand attitudes and brand perceptions that drove brand engagement. In addition, through our heat mapping tool, we were able to identify the most appealing print ads and messaging.
Our recommendations guided the organization in its communication tone, succinctness, and target focus.
Research found benefits in positive imagery vs. sad imagery
Tightened up messaging to drive greater impact with audience
Focused messaging on key volunteers and donors
