Bloom Communications was tasked with establishing a messaging platform for Stronger Austin, a new, public-private initiative designed to create a healthier and more equitable community. Led by the nonprofit It’s Time Texas, Stronger Austin provides free exercise and nutrition education programming, as well as increased access to healthy food and health and social services, to individuals of all ages in historically underserved communities across Austin, Texas. Bloom’s goal was to create strategic messaging that would align stakeholders from across five different partner organizations/agencies to communicate the Stronger Austin initiative to four different target audiences, ensuring the needs and motivations of each audience were addressed, while remaining culturally relevant throughout.
To establish strong positioning and messaging, we started by assessing the “building blocks” of the Stronger Austin initiative — its core beliefs, unique value and place in Austin’s nonprofit health services landscape. Through stakeholder interviews and a competitive assessment, we gained a deep understanding of Stronger Austin’s various audiences, which informed the strategic voice and key messages used to resonate with them.
Using the insights gathered from key stakeholders and our competitive analysis, we created a streamlined messaging platform with consideration for all target audiences. We then leveraged this foundational messaging to write public-facing content, including media fact sheets, press releases, website copy, and an investor kit.