American Federation for Children - Wisconsin (AFCWI)
Case Study
Market Strategy
Engagement Consulting
How we made NEW possible
NEWaukee managed AFCWI’s marketing initiatives, including: graphic design, organic and paid social media, sponsorship and event coordination, public relations, video production, community outreach and network management.
How it connected
A holistic, community-first approach to educational advocacy that resulted in hundreds of thousands of families engaged.
A holistic, community-first approach to educational advocacy
American Federation for Children – Wisconsin (AFCWI) seeks to empower families, especially lower-income and historically marginalized families, with the freedom to choose the best K-12 education for their children.
Key Insights
NEWaukee led AFCWI through a series of strategic planning sessions to determine brand messaging, audience segmentation and targeting, outreach strategy, and more. The resulting report outlined supporting data, metrics to track, high level goals, and suggested tactics to achieve those targets. This included:
Identifying an opportunity to more clearly delineate market segmentations, identify key target personas, and create tagging systems with existing contacts.
Storytelling can be better customized to specific audiences — for example, a softer and more empathetic tone would resonate stronger with young parents.
Additional opportunities exist for the creation of content (videos, graphics, surveys) that utilize data from existing research studies.
The use of content calendars and scheduling tools will systematize asset creation and campaign deployment.
Engagement Challenge
AFCWI understands the power that marketing has to educate audiences and inspire meaningful action. With a small team, AFCWI needed a way to increase their internal capacity so they could have more dedicated, long-term focus on their marketing efforts.
AFCWI first engaged NEWaukee to create a five-year strategic marketing plan. Following this initial consulting phase, AFCWI then contracted NEWaukee as their agency of record to execute the newly developed strategic plan.
Engagement Solution
Since 2020, NEWaukee has managed AFCWI’s marketing initiatives including: graphic design, organic and paid social media, sponsorship and event coordination, public relations, video production, community outreach, and network management.