The Challenge

The e-Stewards Program needed a brand intervention. Their identity was vague and tied up in their parent organization’s, Basel Action Network (BAN), brand. While BAN is an advocacy group uncovering toxic missteps, e-Stewards is the business solution. There was little indication e-Stewards was distinct or business-friendly—the tone, feel, and voice were interchangeable with BAN.

Part of e-Stewards brand woes stemmed from an overly-simplistic mission statement that didn’t address the who, why, what, and how of what they were doing. Nor was there consistency in their communications. There was a disconnect from the business benefits e-Stewards offered and the good they did for the planet. The company also hadn’t honed in on what made them unique.

Little to no data existed on their clients’ needs, so there were no human models (personas) to base solutions and communications off of, and no defined metrics to measure success.

The Solution

I established a baseline of what the metrics were for e-Stewards properties, e.g., blog, website, social media. I researched who e-Stewards clients were, their needs, and how they sought information. I then analyzed e-Stewards resources and the best way to spread their message of responsible recycling to create environmental and social justice.

Aside from developing a consistent brand, I knew e-Stewards also needed to redevelop their website as it’s the number one touch point for potential stakeholders.

Using information I gathered through interviews and analytics, I created and managed a web development team to design a website and features to delight clients. The site also was a reflection of the new e-Stewards brand: clean, modern, helpful, approachable, professional, and conversational.

To further guide the organization, I created a marketing plan, personas, email marketing plan, and brand styleguide. e-Stewards communications are now data-based, consistent, and meaningful, and measurable.