Dates

February 2024 - current

SERVICES

Marketing, Brand Refresh, New Website, Internal and External Communications

BetterWorld Partners guides Twin Cities changemakers


BetterWorld Partners is a Saint Paul-based consultancy founded by Athena Adkins in 2010. The organization is committed to supporting changemakers to do the important work of effective communication and conflict management focused on bridging gaps and fostering understanding across cultural, racial, economic, and gendered differences. We spoke with Athena about “getting ready for company,” a phrase we return to regularly to help illustrate the importance of having a unified brand presence and a clear communications strategy. BWP has historically gained clientele through word-of-mouth referrals. As the team endeavored to scale the business, they sought to diversify the ways in which new clientele could be introduced to the organization and its impactful work with both individuals and organizations. We underscored the importance of having clear language and key messages that felt right for the team and also ensured that when new clientele comes to BWP directly, an integral part of that discovery is a wonderful, navigable website that clearly describes their services, and has accessible language.

A fine-toothed comb approach

By nature of when we began our collaborative work with BWP, we started by promoting “Facilitating Cultural Change“ an annual workshop that founder and president Athena Adkins helps facilitate. We prepared a communications audit to identify opportunities for improvement and consistency and did some intensive discovery work with Athena and her core team of coaches and consultants. We then created a field guide for all things communication. We identified brand language that kept the essence of BWP’s mission, vision, and values, and we created new brand language and established best practices for integrating it all. We had intentional conversations with BWP to reveal and clarify their work objectives so we could craft effective messaging. This process created opportunities for inter-team unification and goal setting. During the process of updating BWP’s website, it became clear that it was time for a new one. We partnered with the talented team at HAFI and worked together to create an engaging new site. Field Guide provided project management, copywriting, and provided input on design and UX. We were excited that the team was also up for a refreshed logo to match the spirit and tone of the website. The refreshed logo, also created by HAFI, honored the original one but added fresh energy and a bold, bright look. Collaboratively, we also created a new tagline that more succinctly described BWP’s work: “Building your capacity to create change.” We also facilitated getting client testimonials, creating a social media content strategy that would reflect the group’s goals and personality and work to create trust and enthusiasm amongst prospective clients.


The Outcome

Effective digital expansion

Following the implementation of our social media strategy and content creation, in a 9-month period, BWP saw significant growth in its social media channels. BWP saw its Instagram followers increase by 30%; its Facebook followers increase by 16%; and we were thrilled to see an increase of 130% via LinkedIn. BWP is now ”ready for company,” inviting the world in via a more robust social media presence, and a new, beautiful, functional website and brand identity; positioning the group well for a move to a new office space, where they’ll host their first in-house workshop in October 2024.
Field Guide was the right partner at the right time! We needed a team to help us make sense of where we wanted to go, identify current practices and language that support our future growth, and develop new ways of thinking and working to meet our organization's goals. There is no comfort in the growth zone, and it is much easier to hang out in discomfort when we have partners like Field Guide who get us and have the right guidance, advice, and know-how at the right time. We are grateful and excited to keep learning, working, and growing!
Athena M. Adkins (she/her)
President and CEO