BRAND STRATEGY AND REPOSITIONING:
The foundation had traditionally been relying upon large corporate sponsors and donors who are very close to or affiliated with Naval Special Warfare. This resulted in an ‘eggs in one basket’ dynamic which was risky. If a single large donor decided to move their support to another foundation, the NSF would be taking a huge hit. We needed to help the foundation branch out into a wider audience and diversify its donor pool.
We repositioned the foundation from being the center of the support system for the SEAL community to a ‘conduit’ between potential donors and the SEALs. We created a new tagline ‘A NATION OF SUPPORT FOR OUR MOST ELITE TEAM’ and wrote a new manifesto that brings the entire country into the NSW fold, not just big donors. This makes the average citizen feel that, through their support, they’re an intrinsic part of the SEAL mission. Which they are.