Brand Strategy

I have always had a passion for strategy, and I recently had the opportunity to put this passion into action during my capstone project. I focused on developing a strategic marketing plan for CRADLE+, an initiative dedicated to supporting individuals affected by dementia. The primary challenge was to sustain the project by raising $25,000 CAD in funding, especially after losing government support.

To tackle this, I conducted a thorough analysis of the organization's pain points and identified cold outreach as a key strategy for generating the necessary funds. This involved crafting targeted cold calls, emails, and social messaging tactics that were shared successfully during an expo. I emphasized the importance of connecting with stakeholders who have the authority to donate or provide voluntary support and expertise in the field.

Working closely with Linda Taucer and her team, we aimed to share CRADLE+'s impactful story, highlighting how potential donors could play an essential role in the initiative's success. This experience honed my strategic marketing skills and deepened my understanding of the nonprofit landscape and the importance of sustainable funding in driving meaningful change.