Case Studies

Other Case Studies

AARP: American Values

Background

  • AARP sought to update their value proposition to better strategically align their portfolio of offerings with the needs and wants of Americans
  • It was important from AARP's perspective that this value proposition be derived from American and member insights and desires rather than driven by the organization's own internal perception of what was like to resonate with members.
  • This required building on the existing body of knowledge among members using a Values research framework.
  • We conducted a a comprehensive multi-stage research program including several different research tools across quantitative and qualitative approaches (including values research and mapping and advanced analytics and segmentation analysis) to understand and validate the needs, wants, priorities and desires of Americans 50+.

Results

  • Heart+Mind Strategies mapped the values and priorities of Americans 50+ providing the foundation for an overall integrated value proposition that could also be customized and targeted to key segments.
  • Mapping areas that are most effective at providing the rational and emotional benefits most important to Americans 50+ against existing AARP resources and equities generated the insight to create a consumer driven, integrated value proposition which could be supported by specific offerings from the organization’s core portfolios.
    • Our research identified a new and primary values priority that had not previously been tapped, providing powerful relevance and appeal for the brand and its portfolio of products. 
    • This new understanding created a cascade of changes in the internal portfolio structure as well as how the portfolio of offerings are positioned and advertised externally.
National Association of Home Builders

Background + Objectives

  • Home building and lending practices were at the heart of America’s economic downturn.
  • By 2010, proposed legislation, regulation, and reformulation of traditional homeownership GSE’s and lending practices would have radically changed the landscape of home ownership, creating a cascade of consequences in the hopes and financial security of millions of Americans.
  • NAHB sought to identify the right communications and messaging strategy to bring attention and support to address these threats and protect housing affordability.
    • Heart+Mind Strategies built a values-based message architecture leveraging the values and priorities of Americans as they relate to the proposed home ownership policy, regulatory, and lending reforms.

Results

  • Despite learning that most Americans believe homeownership policy changes are needed—even if it makes homeownership harder to obtain—we developed a values-based communications strategy proven to create significant shift in public attitudes.
    • Messaging architecture and narrative recommendations served as guiding principles for Congressional testimony.
    • Marketing and sales materials were updated to reflect the new strategy (including visual components) in addition to other public and government relations communications materials.
  • We deployed a communications strategy implementation road show in tandem with NAHB national and regional conferences and media training events across the country to educate members (at all levels) on the proven communications strategy elements including: message architecture, messages, legislative/issue priorities, political party nuances, and communication opportunity assessment criterion.
The San Diego Foundation: Our Greater San Diego Vision

Background

  • The San Diego region is projected to grow by more than 40% by 2050.  Keeping true to a legacy of planning and visioning dating back to the early 1900s, the San Diego region sought to plan for future growth.
  • In 2008, The San Diego Foundation began engaging residents region-wide in an unprecedented envisioning of their shared future.  That effort evolved into Our Greater San Diego Vision.
  • As part of a larger team, Heart+Mind Strategies conducted multiple values-based quantitative and qualitative studies among regional residents and leadership to aid in all phases of the visioning process:
    • Preparation and values exploration
    • Scenario development
    • Public engagement messaging
    • Public choosing

Results

  • Our expertise in values research specific to the regional visioning process laid the foundation for engaging and illuminating the hopes and dreams of San Diegans for their future.
    • This values analysis was used throughout the visioning process to structure focus areas (and corresponding task forces), to define choices presented to the public, and ultimately, to provide a framework for the Vision.
  • Heart+Mind Strategies developed the innovative choosing platform for San Diegans to “Show Your Love” resulting in the highest level of public participation in regional visioning anywhere in the country with more than 30,000 participants.
  • Our research was prominently featured in several print, online, and local TV media outlets across the San Diego region.

Additional Clients