Problem
Not for profit shouldn’t mean not for impact
Formed with the sole remit of improving gender diversity
within private equity, it’s fair to say Level 20’s mission is one
that resonated with the industry at large. After 7 years of unprecedented growth (growing from 100 to over 5,000 members across 12 international chapters) and having more eyeballs on it than ever before, the org’s comms were soon creaking at the edges.
Holistically, things had failed to keep pace. From a shallow brand identity that was spread too thin across a clunky, frustrating website and a growing library of publications; whilst the content, data and insights on show were market-leading, the creative was anything but...
The company needed its corporate communications to reflect the spirit and personality of its people, and the gravitas of its mission. To complement, support and emphasise the hard work that was going on during F2F interactions with stakeholders —
for it to help, rather than hinder.
Partnering with 330, we began with a refreshed brand strategy, before focusing on a new website, videography, photography and suite of printed materials.
Solution
A firm focus on stakeholders
Crafting began with rationalising the brand. While the logo had value, other elements lacked cohesion. Balancing strength with a softer, human touch, ensured the brand stood out in a refined, professional way.
With a re-invigorated, re-focused brand platform in hand, we began the web process by getting a firm grip on objectives and stakeholders. Existing and potential members/sponsors are of course key, but so are international chapters, prospective employees and pertinently, press & the media. While the audiences are undoubtedly broad, we soon found that many of their needs overlapped, giving us a clear set of objectives moving forward.
While increasing engagement and elevating the brand were priorities, we also pushed L20 hard on their future ambitions —recognising their was a clear thought leadership space for them to seize on and occupy.
Communicating L20's purpose, culture, and values with a human touch was absolutely key. An impressive leadership team made leveraging video (invaluable content for the site) a no brainer.
With sponsors a big part of the L20’s funding model,
a premium experience specifically for them was essential. Creating a gated area with exclusive resources, rich media and a platform for collaborative feedback made sure that was the case.
Impact
Fueling a positive force for good
With a strong, unified brand applied across a consistent, coherent set of touchpoints, L20 is set up perfectly for its next phase of growth — a phase of growth that shows no sign of slowing down.
"We are absolutely thrilled with our refreshed brand and new website! The whole process has been a massive catalyst for us to to step up the quality of our comms across the board."
With users to the site more than doubling across launch month, L20’s story is hitting home with stakeholders more than ever. With pages per session up over 20% and bounce rates down by nearly 20%, the experience is certainly much stickier. What’s more, the areas in which users are spending the majority of their time are exactly those we targeted; with the Sponsor Area and Research & Insight section, firmly in the top three.
Beyond just back-patting though, more importantly, the work has also made an impact at an operational level; with general awareness increasing as companies are able to much better understand L20’s purpose before they get in touch. This has not only helped dramatically increase the number of enquiries the org has received re membership/sponsorship, but also increased the quality of such enquiries — ultimately meaning more fantastic people joining a fantastic cause — a win in every sense.
>20%
increase in pages per session
>15%
decrease in bounce rates
