CoPartnerUp

Client

Project

Marketing strategy

Marketing palette

Purpose, values, collective promise

Communities/Personas

Key messages

Organisational and marketing objectives

Customer journey

Content strategy

Client

CoPartnerUp

Project

Marketing strategy

Marketing palette

Purpose, values, collective promise

Communities/Personas

Key messages

Organisational and marketing objectives

Customer journey

Content strategy

Need

CoPartnerUp is a community and platform where changemakers from around the world come together to create conscious partnerships for social and environmental impact. Founder Claudia Marras was looking to develop an inclusive marketing strategy rooted in purpose and clear values, catering to diverse stakeholders. This also involved ensuring persona clarity, shaping a clear promise and impactful messaging, and crafting a robust content strategy.

Approach

We implemented the Cause Canvas, our marketing strategy framework for impact-first organisations. Throughout a series of workshops, we worked together to distill and articulate CoPartnerUp’s purpose and values, and understand the communities it addresses. This allowed us to develop a value proposition that takes into account the diverse personas involved (what we call a collective promise), craft distinct key messages and map the customer journey for each. We also formulated SMART marketing objectives aligned with CoPartnerUp’s overall goals to ensure that the marketing efforts drive real impact. Lastly, we created a content strategy aligned with the customer journey of each persona.

Results

CoPartnerUp now has a fresh and comprehensive marketing strategy, firmly anchored in its purpose of bringing changemakers together and cultivating impactful partnerships. The Cause Canvas workshops helped Claudia achieve clarity around how to best communicate and foster CoPartnerUp’s vision, and engage all its diverse communities in the process. The framework also played a key role in shaping a content strategy and repository attuned to CoPartnerUp’s personas and their customer journeys, and designed to strengthen its positioning and create meaningful change.

I had the opportunity to use the Cause Canvas at an important stage of redefining CoPartnerUp, the platform where changemakers from around the world come together to create partnerships for change. I needed clarity on how to engage the various stakeholders, making sure not to exclude anyone. The process was intense, but with Laura’s guidance I was able to achieve the clarity I was looking for and figure out how to develop a content plan that would share our mission and co-create our vision with those who will join us. I am confident that with this clarity we will be able to reach those who wish to join our community and create meaningful partnerships. I recommend the Cause Canvas to anyone looking for a comprehensive tool and outstanding guidance to help them better define to whom and how to communicate clearly and effectively to create lasting positive impact.

Claudia Marras, Founder

CoPartnerUp