Womenful Voice: Strategic Marketing & Communications Plan

Case Study: Empowering Advocacy Through Strategic Communications — Womenful Voice, Inc.
Client: Womenful Voice, Inc.
Website: www.womenfulvoice.org.
Campaign Lead: Maya Parkins, Founder of Idea Craft Strategies
Project Timeline: March 2025 – Present

Challenge:
Womenful Voice, Inc. is a nonprofit organization dedicated to helping Haitian women and girls escape cycles of abuse, gain access to education, and build sustainable futures through self-sufficiency, farming, and employment opportunities. Despite its transformational work, the organization faced limited visibility, inconsistent branding, and a lack of strategic communications to mobilize supporters and donors.

The leadership team sought a complete strategic overhaul to:

Boost donor engagement and trust

Expand visibility in the U.S. and Haitian diaspora communities

Unite various outreach efforts under a cohesive brand and digital strategy

Support cross-functional teams with messaging that aligned with programmatic and fundraising goals

Solution:
As Marketing Director—and in partnership with Idea Craft Strategies—I led the creation and execution of a Strategic Marketing & Communications Plan designed to elevate Womenful Voice’s voice, visibility, and mission impact.

Strategic Focus Areas:

Brand Refinement: Developed clear messaging that communicated both the urgency of the problem and the impact of the solution.

Multimedia Content Strategy: Introduced emotionally resonant content, including survivor stories, campaign videos, and infographics about gender-based violence, education, and food insecurity.

Team Leadership: Managed a cross-functional team of designers, writers, social media specialists, and videographers—streamlining production and storytelling across all platforms.

Audience Segmentation: Identified and targeted key audiences (donors, grassroots supporters, diaspora communities) with custom messaging strategies.

Execution Highlights:

Strategic Plan Development
Crafted a comprehensive marketing roadmap outlining short- and long-term goals, key performance indicators, stakeholder engagement strategies, and messaging pillars rooted in empowerment and hope.

Campaign Launch
Led the design and release of the campaign’s flagship marketing collateral, including:

A signature graphic representing freedom and self-sufficiency, symbolizing Haitian women breaking barriers.

A companion digital communications plan, inclusive of newsletter series, social content calendars, and event materials.

Cross-Departmental Alignment
Integrated messaging across programmatic and development teams to ensure that fundraising campaigns and program updates reinforced one another, leading to greater storytelling cohesion.

Community-Centered Outreach
Amplified the voices of Haitian women through visual storytelling, interviews, and local-language content, making the brand more culturally accessible and relevant.

Results:
Donor Engagement:
Saw a measurable increase in donor activity, including a 30% rise in recurring donations and a 2x boost in campaign shares within the first two months.

Brand Reach:
Expanded audience engagement across Instagram and Facebook by 45%, using social listening tools and analytics to adjust post timing, visuals, and messaging themes in real-time.

Team Performance:
Improved internal collaboration and efficiency by implementing marketing templates, workflows, and scheduling tools across departments—cutting content production time by 40%.

Community Awareness:
Social media campaigns began to attract more international attention, with Haitian diaspora leaders and women's advocacy groups resharing content and engaging with calls to action.

Conclusion:
This campaign demonstrates how a strategic, values-based communications plan can amplify not only a nonprofit’s mission—but its impact. By focusing on cross-functional storytelling, performance metrics, and emotionally resonant design, Idea Craft Strategies helped Womenful Voice reach new supporters, foster deeper donor relationships, and elevate its visibility in the fight for gender justice.

At Idea Craft Strategies, I specialize in transforming vision into action—delivering creative that connects and strategy that performs.