CASE STUDY
ECHO Detroit
The systemic issues with ECHO Detroit were awareness and conversion. The program's expectations for new client engagements were not being met.
Given the layers of emotion associated with being a returning citizen, in recovery, etc., we knew it was paramount to discover the long-term benefit of ECHO’s clients obtaining and maintaining employment.
THE PROBLEM
This motivated us to conduct secondary ‘competitive landscape’ research, followed by primary research with ECHO leadership, coaches, and clients.
Once we understood the dynamics of getting and maintaining employment and their relation to clients’ life goals, we conducted an additional series of messaging optimization research sessions with ECHO clients.
It was rewarding to see the ECHO brand story emerge so clearly. Yes, clients needed and wanted a job. But above all, they wanted a do-over, a second chance to live authentically. This is their soul-level brand truth.
STRATEGY
SOLUTION
We worked with ECHO to cast real clients who had successfully transitioned to their new lives and to tell their stories to prospective ECHO clients.
We were especially careful to allow clients to tell their truth unfiltered and unscripted. That’s why we chose one of the churches that serves as a neighborhood ECHO office to conduct our photography and filming.
OUTCOME
With our creative partners, we helped ECHO secure a new URL, built an integrated brand ID system, and produced a complete portfolio of creative.
(collateral materials, website, social media, radio, TV, neighborhood out-of-home, vehicle wraps)
MICHAEL’S STORY
We urge take two minutes to look at the “Michael’s Story” video (left) if you haven’t already. We’re extremely proud of this work. It is an expression of why The Utmost Group exists.
Utmost Network Partners:
Who’s That?, Ali Lapetina, Iron Coast Productions, Mel Foster
