The Association for Financial Counseling and Planning Education, or AFCPE, works to certify, train, and support professionals who want to become accredited financial counselors, to impact the lives of people wherever they are in their financial journies.
The AFCPE was challenged with how to message their various audiences, especially on their website which is their core platform for communication. They were challenged to focus their messaging to ensure the right message was getting to the right audience without a complete overhaul of the website.
THE CHALLENGE: Define the core/essential audiences of the AFCPE to focus messaging, eliminate creative waste, and to determine the primary marketing messages that will resonate with these audiences.
Audience Definition, Messaging, and Audience Prototype
Through a workshop with the AFCPE team, the group was able to identify all AFCPE audiences, and select who the primary and secondary audiences that should be prioritized - cutting back the number of audiences from 10+ to four.
After the workshop, the Mango team developed audience archetypes for the primary and secondary audiences, and defined core messaging that resonates with each audience. With this information, Mango revisited AFCPE’s brand architecture, and developed a new architecture with these audiences and messages in mind.
Since AFCPE was not ready for a website redesign, Mango delivered a prototype for the hero of the AFCPE website that would allow audiences to self-select why they have arrived on the site, and direct them to the core content that is right for them on the current site.
Creative Execution - 30th Anniversary Branding
The AFCPE celebrated its 30th anniversary in 2022. Mango partnered with AFCPE to create their anniversary logo, as well as rebranding of the certification certificates for financial counselors, and design of celebratory swag to mark the occasion.
Creative Execution - Annual Report
The AFCPE wanted to engage Mango to become its new partner for their annual report. The challenge for 2021, make it feel fresh without new photography since there were no meetings or conferences during the early pandemic. The solution included new iconography and visual layout that told the organization’s story of amazing growth through a challenging year.
