Case Study
The Civility Project:
Brand Development Brand Development & Marketing
Taking a concept and creating a brand around it, establishing the brand story and identity, facilitating all Marketing activities.
When celebrated journalists and long-time friends Nolan Finley and Stephen Henderson decided to create a program around their unusual friendship, they turned to Your People to build what they would name the Civility Project. Stephen and Lynne Golodner had been friends since their days on staff at the Michigan Daily, the University of Michigan’s student newspaper, and he was aware of her talent at building businesses and developing their audiences. The Civility Project was merely an idea when it fell into our hands.
Beginning in 2020, we worked with Civility Project sponsor Delta Dental to create branding and marketing pieces explaining this initiative to bring people together for a conversation about the importance of civility and how to build it. We then went on to build a website, create and manage a Facebook page, write the Foundational Narrative for the effort, design and manage a monthly newsletter, pitch media about the success of the programs, and coordinate and facilitate programs.
While at first we anticipated hosting in-person events where people could have meaningful conversations about how they came to their perspectives, the COVID-19 pandemic changed plans mightily. We pivoted in March of that year to host Civility Sessions on Zoom, and through the end of the year and into 2021, we planned and moderated events for more than 4,000 people and counting, in organizations and locales from coast to coast.
We achieved media exposure for the effort in MSNBC, Fast Company, WXYZ, NPR, and other outlets. This client is a great example of the big-picture planning and business development Your People is known for. We begin with an idea and help it take shape, giving it form and word to connect with a wider audience.
Stephen Henderson and Nolan Finley, long-time friends and co-founders of The Civility Project
Key Tasks:
- Create Foundational Narrative
- Plan, Facilitate & Moderate Events
- Launch Media Relations Campaigns
- Build and Maintain a Website
- Develop a Social Media Presence
- Social Media Management & Growth
- Design & Populate Monthly Newsletter
- Create Status Reports & Funder Letters
- Manage Sponsor Relationships
Nolan Finley and Stephen Henderson discuss the importance of building civility in divided times and how you can do it.
Stephen Henderson and Nolan Finley of The Civility Project in Michigan aim to fix political discource.
Nolan Finley, Co-Founder, Civility Project
“Lynne Golodner took our concept for the Great Lakes Civility Project and made it a reality. She has tremendous organization and marketing skills, creativity, and vision. Under her direction, what started out as a regional initiative has gained a national footprint. Demand for our sessions now exceeds the number of spots available, largely because of Lynne’s hard work. She smoothly juggles our needs and the demands of our sponsor. She’s capable, steady, and pleasant to work with.”
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