The Big Idea
Helping children, youth, and families lead happier and healthier lives.
Children and Youth Cabinet (CYC) Rhode Island works to invest in and effectively implement evidence-based programs designed by People of Color for Communities of Color. CYC Rhode Island approached us for support as they had reached a new stage of growth—branching into regions outside of Rhode Island to offer their expertise on a broader scale.
Waypoint Collective developed a brand and marketing strategy for CYC Rhode Island that positions them for large-scale growth. We crafted clear, concise, and consistent messaging and new tools across digital, print, photo/video and social media, which culminate in a clear articulation across audience and medium, and help underscore the uniqueness of their approach, and the remarkable impact they achieve alongside the communities they serve.
We conducted a broad discovery/listening tour, centering diverse perspectives and experiences from community members, partner organizations and leadership. These insights informed new messaging, mapped to personas, that resonates with many key audiences, always with a focus on inclusive and responsive language.
Using the new messaging as a guide, we developed creative marketing and storytelling recommendations to help drive CYC's future planning and communications.
The new website offers a significantly improved user experience, incorporates the new messaging, and showcases authentic photo and video to truly tell the story of CYC Rhode Island’s unique value propositions and impact in the state and across the nation. See their new website.
A social media strategy was developed, including messaging, content ideas with program-related, time-driven, and evergreen sample posts and images, and a cadence and frequency for posting on different social media channels. We also created a library of stylized designs that CYC Rhode Island could update and change according to their ongoing social media needs. The goal is to leverage social media to gain significantly more visibility for CYC Rhode Island’s work.
Waypoint designed a toolkit of one-pagers, housed in a branded folder which CYC Rhode Island can hand select and pair in partner pitches, funding requests, promotional materials and other uses as needed. The five one-pagers explored their key pillars of Innovation, Equity, Evidence, Investment, and Expertise and showcased the new authentic photos we captured.
The toolkit also can house the impact report we designed to help highlight their unique approach and impact in helping to reimagine the future of behavioral health and meet the social and emotional needs of children, youth, and families locally and nationally.