Affinity Global (AG), needed to refresh their website, affglo.com. They were happy with the content, but it was visually unappealing and unconvincing, with technical issues that were costing them traffic.
While they didn’t need the website to attract new business, they did need it to establish their authenticity as debt recovery specialists.
Affinity Global reached out to A Good Mind to redevelop their website based on the recommendation of a professional associate. The company website was not seen as compelling to their clients, to the customers of their clients, or even to their own employees.
Plan • Execution • Results
This website served these primary functions: Assuring their client’s customers that they were a real entity, providing easily found information for their staff to access, attracting and maintaining staff, and informing their existing and potential clients of their business function.
The technical faults were extensive, and at a couple of points prior the site was offline entirely. We literally arrived on the scene in the nick of time.
Addressing the visual issues required a review of the brand. We conducted a two hour interview with a group of their highest performing front line staff to discuss their experience of the website.
They were a sharp, diverse, engaging group who felt that the website didn’t represent them as they were. They wanted to see themselves in the website. At that time the site had only a few images, and the look was decidedly unhip.
We listened to, transcribed, and reviewed the interview. We combined the understanding gleaned through that meeting with notes from executive discussions and a review of the Affinity Global 5 year plan. Using insights derived from these, we wrote a marketing plan into which the website fit.
While there were many, the technical faults were relatively straightforward, and systematically addressed by our developers.
We refreshed the brand by creating a palette to build the site from, selecting a crisp modern font, creating a library of suitable and fresh images, and re-rendering the logo.
Every page was rebuilt, and redesigned. For the site relaunch, we also wrote a new blog post about their pandemic response.
A stable, beautiful website that loads quickly, tells a story visually, and represents the company and its employees well.
We’ve prepared a questionnaire to help guide you in considering your marketing needs. There is no need to complete it before talking with us, we’re happy to do it with you at our first meeting.
A good mind’s role in Covid Action Cowichan was much more than supportive. Working alongside Volunteer Cowichan, we were a prime mover in this project and its campaigns. A good mind outlined a vision for success against the pandemic and set out to recruit a management team to focus that vision.
The management team studied news articles and amplified the most compelling advice and information. We educated members regarding causes and best practices for prevention, training them to become effective advocates in the community for Covid safe behaviours.
Competitors were Ignorance, Misinformation, Time, and the Exponential Growth of the virus. Ultimately, diligent effort helped keep ignorance at bay and case counts amongst the lowest in the province and within the Island Health Region
The challenge we faced was that there was no consensus at that time as to what the best practices should be. As that discussion evolved, our hard and fast rule was that all information presented had to be backed by a peer-reviewed scientific study.
We wrote a series of planning documents to guide our progress and govern our discussions. These documents detailed strategies for mask production, deployment, communications, education, and community acceptance of masking.
The net result was that we:
Plan • Execution • Results • Press/PR
Based on our critical analysis of the situation, on April 27, 2020, we declared an intention to make 83,000 fabric masks through our Facebook Group, one for every member of the community.
We spent the first month of the pandemic building teams while making surgical caps and developing a distribution network that would be used in the mask-making process, as well as building supply chains to source fabric which at that time was difficult to buy. Our model was a textiles startup.
We operated on the view that masks had shown value in population level contexts. There was ample empirical evidence that masks were clearly beneficial. We needed to do and say something that would capture the hearts and imaginations of our community and which might inspire other communities. It was important to get mask wearing established early in the community, considering the exponential rate of growth of Covid19 once established.
A good mind authored a multi-page strategy document “The Mask Manifesto” that outlined a variety of strategies for making and equally important, popularizing masks and mask-wearing.
It was clear that the fractured and often contradictory information being presented was alienating and frustrating to those who wanted to know best practices in order to stay safe. Our team knew it was critical to present strong, unambiguous recommendations about purpose, construction, materials, and handling to ease the initial discomfort of the idea of masks.
We devised a communications strategy of continuous, relentless, high-quality information deployment. The Covid Action Cowichan management team had private discussions every day about the newest articles and research.
We debated the best articles to share, reaching out to experts as necessary to vet and shape the information we presented in the group.
A good mind designed clear guidelines and messaging to make sure that the masks made locally were of the highest possible standard. We realized many masks would be made by new stitchers who were developing their skills as well as by stitching experts. This was complicated by the inability to provide any hands-on teaching.
We knew that it was critical that the entire community be reached and that all had equal access to masks. Cowichan Valley is home to one of the largest and more impoverished First Nations in British Columbia. Poverty is widespread in the region in all parts of the community, and racism is as well.
We invited a respected elder to our leadership team, which was considered a priority and actively recruited elected leaders in Cowichan Tribes to the group, giving them unrestricted posting privileges. We are proud to say that our membership reflects a greater than statistical representation from Cowichan Tribes and the other local First Nations. This has been critical to the penetration of the local market (as it were) with the message of the value of masking, ventilation, and distancing, and protecting generations of Knowledge Keepers.
A good mind provided the strategy, branding, messaging, information graphics, memes, posters, publicity, and defined information verification methods for articles to be posted. We recruited a leadership team that built processes and supply chains that any startup would be proud of.
Our influential meme campaign #MaskingIsAnActOfLove had 136 iterations featuring nearly 200 Cowichan Valley residents. These included everyone from elected politicians to toddlers. Individual memes were viewed by as many 17,000 people.
Our authority has been so complete that in 13 months we have only had to delete a handful of comments for trolling. The first was in November 2020.
Covid Action Cowichan led local stitchers in a masking advocacy and quality mask making project.
Mask The Valley volunteers made 15,000 compliant masks and distributed them into the community. We are confident that our membership at large has made the balance of 83,000 and then some.
Our #MaskingIsAnActOfLove campaign featured nearly 200 people on 135 memes that were separately shared online, one a day before being compiled into the poster, which remains in many store windows around town and in the private collections of those shown in it. The campaign and poster are a virtual demonstration in favour of masking.
For a long time we were able to maintain a nearly nil case count locally. This has changed, but we are resolute in our desire to protect our community and to keep cases as low as possible. Many of our volunteers have returned to mask making, although they are doing this independently now.
We measure our effectiveness by the ongoing engagement and of our members, which represent all age groups in relatively even numbers. We continue to gain members regularly and have nearly 1,400 members of which nearly 900 are currently active (September 14, 2021). They are engaged and actively strategize around supporting the goals of ending the pandemic and keeping the community well.
Even with the unfortunate current increase in local infections, Island Health still has the best record in BC.
We are confident that our efforts have made a significant contribution locally and within the province.
Sharing love by making masks: Volunteer Cowichan group provides essential PPE United Way
Masks for Local Love: Cowichan elder spreading mask safety wisdom United WayVolunteers Strive to ‘Mask the Valley My Cowichan Valley Now
Mask the Valley project aims to make sure all Cowichan residents are covered Cowichan Valley Citizen
Making masks in the Cowichan Valley CBC (archived)