CASE STUDY

Resilience Education

Harnessing brand experience to help formerly incarcerated people

Challenge

Resilience Education is a nonprofit organization that aims to stop incarceration cycles by improving employment outcomes and re-entry success through high-quality business education. Since 2011, the organization has graduated 500+ individuals from five correctional facilities across New York and Virginia, with early data revealing that 93% of program graduates stay out of prison for at least three years.  

The nonprofit aspired to expand its program nationwide and build a new digital platform to support formerly incarcerated people on their reentry journeys. To achieve these long-term aspirations, the organization enlisted Prophet to help it develop an overarching brand strategy that codified a new vision for the organization and rethink the brand positioning, expression and onboarding experience for its new digital platform.  

Solutions

Over the course of several pro-bono projects, Prophet developed a holistic understanding of Resilience Education’s current state and aspirational trajectory. Prophet first interviewed Resilience Education employees, program students and graduates. The insights from these interviews were used to identify opportunities to craft a brand positioning framework highlighting the nonprofit’s purpose and vision.  

After establishing the overarching brand structure and strategy, the team shifted its focus to optimizing the organization’s digital platform experience. Prophet’s team hosted a hackathon with the nonprofit to understand how it acquires and onboards mentors and mentees for its programming. The insights gathered helped the team define an optimized user journey for both audiences in their digital platform. Finally, in collaboration with verbal and design teams, Prophet crafted a refreshed brand positioning for the digital platform accompanied by refocused messaging, voice, and a reconceptualized visual identity. 

Results

The new organization-wide brand structure defined how the nonprofit’s digital and post-release initiatives work in relation to the in-facility programming. In addition, the ideation of the optimized user experience and journey for both mentors and mentees not only influenced the organization’s digital platform but was also the basis for the organization’s mentorship program development.   

Follow-up interviews of formerly incarcerated users revealed how empowering their one-on-one mentorship relationships have been for their reentry journeys. Resilience Education is continuously refining the program to maximize participants’ benefits and will be launching its third pilot in early 2023.    

With a robust new positioning framework, design concept and verbal identity guiding the digital platform, Resilience Education has the brand structure and strategy to support its nationwide growth goals and better serve its formerly incarcerated users’ needs. 

Through Prophet’s pro-bono program, Propheteers lend their expertise to a select group of nonprofits, helping them achieve remarkable results. If you or a nonprofit you know is interested in working with us, reach out today.  

Client Testimonial

“We couldn’t do what we’re trying to accomplish – bringing the highest quality business education and professional support to incarcerated and formerly incarcerated students – without Prophet’s dedication and insights!”

Tierney Fairchild
Executive Director and Cofounder

CASE STUDY

Kellogg School of Management

Inspiring growth through brand strategy

Challenge

The Kellogg School of Management has been ranked among the top five U.S. MBA programs by leading publications for decades. However, beginning in 2008 the school began to see slippage in its rankings. Pushed out of the top 5 in 2013, Kellogg realized it had to re-energize the brand and align the program and the curriculum around the renewed brand strategy. Prophet was brought in to help Kellogg revive its brand and to drive more students to consider and ultimately choose Kellogg as their top choice program.

Solutions

From the results of a robust customer study involving hundreds of interviews with faculty/staff, current students, prospective students, alumni and employers, we identified what makes a program a student’s top choice and where Kellogg could improve and understand what the vision for Kellogg was and what elements of Kellogg’s history the school wanted to leverage as they rewrote the school’s future.

Regardless of who we asked there was a belief that Kellogg’s MBA program inspires growth in many facets – personally, professionally within organizations and across markets. With the big idea nailed down, we turned to help Kellogg activate its new brand strategy of ‘inspiring growth’ across key audiences. We mapped out every touchpoint from the time before a student applies to Kellogg to the time after they cross the stage at graduation to determine the implications of this new brand strategy and the plan to activate it across key stakeholders.

Results

Kellogg has a renewed sense of purpose and a clearly defined strategy with which to move forward – and that is the first step in the right direction.

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