Extraordinary branding and website for remarkably ordinary people
The VAPH sector has been thoroughly shaken up. Organisations receiving support from the Flemish Agency for Persons with Disabilities suddenly have to distinguish themselves with a strong brand, smart fundraising strategy and exceptionally connective marketing. De Poel does it this way these days....
Challenge
De Poel is a welfare-oriented organization for adults with disabilities in the region Pajottenland and Zennevallei. They prioritize extraordinary encounters with remarkably ordinary people. This beautiful philosophy runs through the organization, yet its strong message does not reach the outside world enough. Together, we explored why that is.
The introduction of Personalized Funding where resources no longer go to the institution but directly to the person with a disability was an opportunity for De Poel to innovate with new projects and increase its visibility. Additionally, the organization aims to roll out a fundraising strategy to attract new major sponsors.
A clear marketing strategy provides answers to the following questions: "Why should professionals refer people to De Poel?" "What makes De Poel so different?"
In short: how do we give De Poel a stronger identity?
Solution
De Poel's new strategy rests on the motto ‘This is where your world grows’. Because at De Poel, the world of their guests and that of their surroundings expands. For De Poel, difference is particularly normal. With a clear vision and a clear structure, De Poel now positions itself as an organisation where you can experience everything, live carefree and work together.
De Poel & Ko is the denominator for all socially inclusive projects, opening doors and hearts of potential big donors. With the Krok & Ko pilot project, we are focusing on fundraising, with results!
With their new branding, De Poel blows away the sector's stuffy image: the house style shines in orange and yellow.
"With a clear marketing strategy, De Poel's world grows. That way they shine from within, and everyone has seen it."
Result
Today, De Poel is a shining organisation in the VAPH sector where the world grows of remarkably ordinary people. De Poel embraces extraordinary encounters with a smile, both digitally and in the real world.
From the radiant corporate identity flows a website where guests, family, referrers and potential colleagues easily find their way. The offer is given a clear structure. Via conversion pages, De Poel convinces local partners to cooperate. The showpiece is the search engine, where all of De Poel's houses and projects can be found.
The internal communications department receives a marketing plan and user training for the website. The branding is summarised in a do-it-yourself guide for social media and corporate identity materials. Together for an inclusive society, that is De Poel.
