DRESS FOR SUCCESS
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Empower Women
thrive in work and in life
The Issue
The Insight
Our Solution
Dress for Success D.C. is a chapter of the worldwide Dress for Success organization. Their goal is to empower women to achieve economic independence by providing a network of support, professional attire, and the development tools to help women thrive in work and in life. They came to GMA looking for insights into how they can maximize their communications especially surrounding their events given that they have very few resources and a high turnover rate of volunteers with little training.
We found that DFS’s Instagram only focused on promoting their events without showcasing all the other wonderful work they do. Additionally, their posts were often graphics with dense text, very few visual elements, and a lack of cohesion to their nationally mandated branding. We recommended that DFS showcase more of their mission, services, and people on their social media, create posts targeted to the types of content each of their consumer segments would want to see, and highlight more photos and visual elements, moving the important text information to the captions.
To help Dress for Success achieve its goals, we made a strategy guide that broke down event marketing into email communications, social media, website, and paid media to show what DFS should be doing before an event takes place, during the event, and following the event to maximize attendance and donations. We also wrote templates for various email interactions so DFS would have an idea of a jumping-off point when writing communications to their audiences.
