Fifth Ave Committee
Marketing consulting and optimization to ensure Fifth Ave’s vital services and resources reach their NYC community effectively.
SEO Website Messaging & Accessibility
Drafting new messaging for the Fifth Ave website while ensure SEO is up to date and site accessibility is improved. Within one month of our work, Fifth Ave improved presence across search engines ensuring all programs are findable.
Narrative Development
Building guidance for consistent messaging across internal, website, and marketing materials.
Values Messaging
Program Messaging
Our Process
Discovery Phase
We began with a comprehensive approach to understand FAC's unique needs:
Communications Audit: Analyzed existing materials including website content, program descriptions, social media, and print collateral to identify strengths and inconsistencies
SEO Analysis: Evaluated their digital presence, identifying critical gaps in searchability and online visibility
Team Worksheets: Distributed tailored questionnaires to capture insights from team members across different programs
Leadership Workshops: Facilitated in-depth sessions with FAC leadership to define core messaging values and voice characteristics
Program Analysis: Examined each program's unique audience, pain points, and value drivers
Competitive Landscape Review: Researched how similar organizations positioned themselves to identify opportunities for differentiation
Development & Implementation
Our collaborative process included:
Messaging Framework Creation: Developed comprehensive guidelines that defined brand values, voice characteristics, and program-specific messaging
Website Content Development: Completely rewrote program pages and core website content to align with new messaging while optimizing for SEO
Team Training: Conducted hands-on workshops to ensure staff could apply the guidelines effectively
Practical Application Support: Created program-specific examples with real-world applications
Ongoing Support
In addition to our brand messaging guidelines, we work with FAC on:
Annual Marketing Plans: Developed strategic roadmaps with quarterly check-ins
Regular Consultations: Maintained ongoing discussions with communications and leadership teams
Technical SEO Support: Implemented technical improvements to extend the impact of the new messaging
Performance Monitoring: Tracked key metrics to measure impact and refine strategy
Project Team
Randy Palacios
Julia Sorrenti
Erika Radcliffe
Ambar López
Máxima Guerrero
Alexis Woody
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