Uplift Solutions

process:

We led workshops with the entire Uplift team to investigate how they formerly spoke about the organization and its operations and to determine the needs for a new communication strategy. A trip to the Uplift office in New Jersey allowed us to experience their supermarket training environment and visit one of their fully operational developments. Our visit facilitated interviews with community members to get their perspectives on the tools and resources they wanted from Uplift. We began our project by helping them re-prioritize the information they shared with audiences.

challenges:

What does the community need to know?

Primarily, the community needed information about the additional resources available to them in-store and how to utilize them. We heard so much enthusiasm from the Uplift team about their dietician services, but they were underutilized. To prepare a new organizational narrative, we learned how important it was to call out the additional assistance provided by Uplift.

How can we distinguish Uplift’s leadership from ShopRite?

The majority of people who interact with Uplift and its services do so in the supermarket environment. Uplift’s partnership with ShopRite Supermarkets is vital. The relationships also confused customers who didn’t have any personal or visual reminders of the additional services in-store. They had no understanding of Uplift’s contributions. Our solution combined environmental graphics and branded uplift collateral in addition to the narrative.

Will Uplift be open to disrupting their status quo? 

Our most significant challenge came from internal push-back on our attempts to streamline Uplift’s messaging. Thankfully, through our co-creation sessions with the team, we came to understand their hesitations and allowed them to help craft their own narrative. Co-creation was especially valuable on this project because it allowed the Uplift team to take ownership of the resources we provided and carry it forward to facilitate future growth.  

Our collaboration with Uplift produced a new communication strategy and narrative, design for in-store graphics, public advertisements, and a new website, and branded collateral. We understood that customers and partners needed a new story and visuals to reinforce Uplift’s presence. Through our narrative, we successfully distilled the organization’s purpose, initiatives, and methodology down to a concise description that more easily facilitated conversations about Uplift’s innovative work.  View the narrative below.