“The team has been incredible to work with since we began our partnership. They have built us a new website, created beautiful video footage and are now helping us with our marketing needs. They took the time to understand our mission as an organization and are truly supportive of the work that our organization does.
This is evident in the content that has been produced and the passion they have to ensure we succeed with this.”
Paul McGowan, CEO of Bethesda
Case Study: Bethesda Services
Building Brand, Trust, and a Roadmap for Growth
The Challenge
Bethesda Services, a center dedicated to supporting people with disabilities, had strong community roots but lacked a cohesive marketing framework. The organization’s brand identity was fragmented, its website outdated, and its digital tools underutilized. Without a unified message or roadmap, Bethesda struggled to attract new donors, strengthen awareness, and scale its impact.
The Solution
I guided a comprehensive brand and marketing transformation centred on one singular, powerful message: “Is this the way it will always be?”
This statement became the anchor for all communications, fueling empathy, urgency, and a call to action. The strategy included:
Brand Rebuild: Refined identity, positioning, and tone to convey authority, compassion, and leadership in disability support.
Website Overhaul: Created a modern, accessible, and user-friendly platform that highlighted services, stories, and opportunities for engagement.
CRM Implementation: Introduced a system to manage donors, track interactions, and personalize communication.
Donor Growth Campaigns: Built new pathways for recurring donations and sponsorships.
Social Media Activation: Launched campaigns that humanized stories, inspired empathy, and expanded reach.
Comprehensive Roadmap: Connected all efforts into a cohesive 52-week plan, aligning brand, fundraising, and advocacy under one framework.
The Results
The new strategy elevated Bethesda Services as a trusted authority and compassionate partner in the disability community. With the brand unified around a single, emotionally resonant message, Bethesda achieved stronger donor engagement, higher visibility across digital platforms, and a clear roadmap to sustain long-term growth and impact.
Brand Vehicles phased over time.
Brand Development: Deeply understanding our clients’ identity, values, and market position to create a strong brand foundation.
Website, CRM & Donations Platform: Designing and implementing an integrated digital ecosystem that enhances customer engagement and streamlines operations.
Content Creation & Storytelling: Producing high-quality video and image content to bring brands to life. For Bethesda, we showcased their impact through compelling hero videos, children’s content, and adult living stories highlighting supported services.
Brand Equity & Digital Presence: Building credibility through strategic social media, a compelling digital magazine, and content that resonates with audiences.
Marketing Roadmap & Training: Creating a clear, actionable marketing strategy while equipping internal teams with the tools and knowledge to execute it effectively.
Customer-Facing Transformation: Ensuring all initiatives are designed with the end user in mind, making engagement seamless and impactful.
The Platform
The Brand is
always Internal.
The heart of any brand is its people, and at Bethesda, it's the incredible individuals, staff, caregivers, and those they support who make it such a special place. Their dedication, compassion, and commitment to empowerment create a community where everyone feels valued, supported, and seen. Bethesda isn’t just a service; it’s a family built on trust, care, and a shared mission to make a meaningful impact. That is the brand.