The Challenge
When Jo Ann Jenkins became head of the AARP Foundation, she wanted to reposition the organization as a powerful national advocate and collaborative, grassroots-based partner. Lipman Hearne created a new communications portfolio for multiple audiences: the corporate sector, policymakers and thought leaders, philanthropists, and the general public.
The Impact
Our work centered on the idea of re-extending opportunity to “the good providers”—people 50 and older who needed to get back on track after being hit by economic forces beyond their control. The work helped the Foundation gain a higher public profile, invigorate staff, and increase its donor pool from 800,000 donors to two million donors in less than 18 months.
Project components
- Positioning strategy
- Messaging—external/internal audiences
- Visual identity
- Landing page
- Brand story brochure
- Brand guide
- Conference video
- Communications for Financial Literacy and Tax-Aide programs
- Posters
- Environmental design
- Multi-platform advertising
