Wāhine-led reimagining of the Heretaunga Women's Centre

Client:

Heretaunga Women's Centre

INDUSTRY:

Charitable Organisation

PROJECT:

MARCOMMS Plan, Empathy Interviews & WEbsite Reimagining

CONTACT:

Deidré Venter, Centre Manager

What the HWC was looking for.

Part of the new strategic plan for the HWC was to raise its profile and to move into new areas such as business mentorship. In order to do that, the HWC needed a robust marketing and comms plan.

We knew we needed to work on a new way of talking about the HWC that connected and engaged with all women. We knew the best place to start was to talk to the wāhine who use and love the centre.

Bottom-Up Approach

Why empathy interviews work.

We wanted to avoid the traditional external consulting assignment that wouldn’t go far enough in meeting the needs of the Heretaunga Women’s Centre.

To properly understand the experiences of the HWC staff, volunteers and community, there was no better place to start than talking to them. Then we could craft an authentic story, brand and website that better reflects who they are, and why they exist.

Short Term Outcomes

  • The team understands the  project, actions, roles, responsibilities and outcomes
  • The team gains clarity and conviction about the project
  • We have great raw material for the brand reset and website content with clear themes and patterns.

Long Term Outcomes

  • A visual representation of HWC as a vibrant, welcoming community of women and an online presence that truly reflects the centre’s values and vision for the future.
  • The team are engaged and building their confidence in our story and the part that they play in it
  • We are building a story based on truth – the real and truly authentic experiences of our people and our community.

Delivering results

How we worked.

Every project is unique, but the key to success lies in using a structured, adaptable approach. For HWC, this included a comprehensive marketing and communications plan, empathy interviews, and a collaborative process for reimagining their website.

Marketing & Communications Plan.

A marketing and communications strategy helps to align marketing decisions with overall business goals, stakeholder needs, and available resources.

A marketing and communications strategy should include an actionable plan for activities going forward.

  • Build brand awareness.The importance of developing language, voice, look and feel, and visual assets to represent the personality and values of your brand.
  • Business alignment. A marketing and communications strategy helps you align your marketing decisions with your overall business goals, your audience needs, and your available resources.  
  • Streamline administration activities. Incorporate the use of digital booking/registration platforms and create efficiency with online payments and purchasing through an online shop.
Empathy Interviews.
  • We created a project team to interview and uncover the stories of wāhine who cared about the HWC, fit with the HWC values and were a mix of ages and roles – staff, volunteers and wāhine who use the centre.
  • We had an all-day workshop with the interviewers to unpack the stories, getting to know them, what’s important to them and their experiences of the HWC.
  • We identified the common themes in the stories
    mapping and grouping insights we believed were important to distilling what makes us great.
Reimagining the Website.
  • Collaborating closely with the design and content creation teams, we brought the new brand to life online.
  • The website had to be interactive, user-friendly, easily navigable and fully editable inhouse.
    It also needed to clearly outline the organisation’s purpose, strategic objectives, and the activities/services/supports provided.
  • Training sessions to enable the HWC to manage and update the website inhouse and keep the site responsive and up to date.

In the client's own words.

“Collaborating closely with our design and content creation teams, you’ve brought our new brand to life online, presenting HWC as a vibrant, welcoming community of women. We are incredibly grateful for your expertise and guidance, and we are delighted to have an online presence that truly reflects our values and vision for the future. Thank you once again for sharing your skills, creativity, and vision with us. We’re thrilled to embark on this new journey with the reimagined HWC brand and look forward to the possibility of working together again.”

Deidré Venter, Centre Manager

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