CENTER FOR CREATIVE LEADERSHIP

AMPLIFY YOUR IMPACT.

Campaign Strategy | Campaign Voice | Campaign Identity | Campaign Experience

Center for Creative Leadership (CCL) wanted to relaunch its flagship nonprofit leadership training program and partnered with us on branding the program and the strategy and creative needed for a launch campaign. We started by positioning the product in the market with the right audiences in mind—foundations that want to invest in the leadership skills of their grantees—and developed a communication and campaign strategy to support the next six months of outreach.

CCL’s training program builds long-term leadership capabilities and strengthens program evaluation, so we highlighted growth and momentum at every touchpoint of the identity and campaign. The name we developed, “Amplify,” is a direct reflection of the product model and inspired messaging that made a clear case: nonprofits can amplify their impact, and foundations can amplify the capacity of the organizations they support.

Double-sided letter size informational flyer about Amplify Nonprofit Leadership & Program Evaluation

We worked closely with internal teams to ensure the identity for both the product and the campaign resonates with the target audience and differentiates the program while staying true to brand guidelines. The visual identity leverages less-used colors from the existing palette and isolates shapes from their existing graphics. The identity and messaging were used on the website, across campaign creative, and on tools like one-pagers for the sales team.

To launch the program, we sharpened the urgency to highlight the opportunity. We developed a clear campaign tagline—“Built for nonprofits. Fueled by foundations.”—strong headlines, and proof points highlighting the leadership gap. With a strategic media plan in place, we rolled out a targeted campaign across paid and owned media, including The Chronicle of Philanthropy, newsletters, LinkedIn, and Instagram.

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LinkedIn

Instagram

Early results show the campaign is successfully reaching audiences. The Chronicle of Philanthropy ads significantly outperformed the industry average, and we achieved a 1.26% click-through rate for LinkedIn ads. The CCL team is seeing strong engagement across all platforms and has collected compelling funder testimonials and participant feedback that demonstrate Amplify's impact on leadership development in the social sector.