In 2014, Kiwanis International asked Borshoff to help publicize its 100th anniversary. The international service organization had a lot of stories to tell. Too many, actually.

As we got to know the organization and its leadership, we discovered that it has good name recognition but low mission awareness. Lots of people know the Kiwanis name but they don’t know that Kiwanis exists to help kids.

So we used the Centennial Celebration as a kick off for an extensive brand refresh. The goal was to make sure that both members and non-members understand that Kiwanis’ mission is to help kids. The process included updating the logo, developing extensive brand messaging and guidelines to help Kiwanis tell its story more consistently. We rebuilt the website to create a more impactful user experience. We created a “Kids Need Kiwanis” campaign designed to recruit new members.

“Kids Need Kiwanis” kicks off today in Cincinnati and Orlando. We’re excited to see how it affects perception of Kiwanis among the target audiences and how many of them join the organization as a result.

Want to talk to Adam Hoover about how Borshoff can help your membership organization do more good? You can e-mail him here.

Go here to read Indianapolis Business Journal’s coverage of the campaign.