How You Move Forward: Neimand Collaborative. Social Impact Marketing.

You move forward by working all the angles that create impact.Working all the angles that create impact.

Government is too small to do it all. Philanthropy doesn’t have enough money. Private enterprise needs incentive to meet public needs. People, when properly motivated as consumers of policies and products, greatly influence the marketplace of public and private innovation.

  • Politics

    The best politics creates the best policies.

  • Policy

    The best policies meet public needs.

  • People

    Popular support drives the best politics.

Politics drives policy
and people drive both.

A simple method for social impact.

We have an intuitive way to move you forward: meet people where they are, find connecting interests and lead them to a better place.

  • Goals

    What you’re trying to achieve with whom and how fast.

  • Research

    Where your value connects with what people value.

  • Brand & Message

    One message that builds valued relationships with different people.

  • Market

    A practical and measurable strategy that moves everyone to act in their own interest and the interests of others.

We simplify the complexity of rallying government, philanthropy, private enterprise, practitioners
and people around something new and better.

Impact:
Trust for Learning

Making ideal learning real for all.

We believe that social impact only happens when public demand for improvement is met with the supply of products and policies that deliver results—not just for a few, but for all. That’s why we were so happy when Trust for Learning (the Trust) found us and asked for help in bringing ideal early learning programs to all children, regardless of their zip code.

PROBLEM
The Trust had to overcome a number of obstacles to achieve its mission. It was advocating for access to ideal early learning programs at a time when policymakers and many advocates thought that providing access to any alternative to the status quo was the best they could do. Separate communities of Ideal Learning providers, such as Montessori, Friends Center for Children, Reggio Emilia, Tools of the Mind, Bank Street College of Education, and Waldorf, had to be brought together as a field to define and advance universal principles of Ideal Learning. Funders and program providers had to be convinced to invest significant resources in increasing access to Ideal Learning programs for more children and communities, especially those who are historically underserved by the best-performing programs.

SOLUTION
Neimand Collaborative helped Trust for Learning develop a foundational marketing plan that has empowered this small group of collaborative funders to do big work in bringing the highest-quality early childhood programs to all children. We helped them combine and sequence field building with message development, fundraising, capacity building, communications and policy advocacy. And, we built and promoted a series of products that elevates the Trust and advances its work. The Trust’s website now serves as a hub for Ideal Learning advocates and practitioners, providing advocacy and informational materials that can be used across programs and providers. In addition, we helped the Trust complete groundbreaking national research into parents as consumers of early childhood education, which has helped Ideal Learning providers forge closer ties with parents and communities and is changing the way the early childhood community improves parent engagement and equity through access to ideal programs.

OUTCOME
Our early work of intensive strategic planning, an organizational theory of change, branding and strategic communications laid the groundwork for the Trust to evolve into a thought leader in high-quality early education and an active partner in helping funders and practitioners scale Ideal Learning programs to all children, not just to those whose parents can afford them. Neimand Collaborative continues to serve as the Trust’s strategic communications partner in charge of impact marketing—making Ideal Learning real for all children and making sure nobody settles for anything less.

NEIMAND COLLABORATIVE

  • Branding
  • Messaging
  • Research
  • Communications
  • Website management

COLLABORATORS
Artemis Strategy Group; Calibogue Communications

Team

Rich Neimand

President

Rich quickly grasps the forces that drive behaviors and decisions. Whether it’s surveys, white papers, journalists, politicians, policies, sound bites, Facebook or Twitter—Rich sees the battleground from the outset and his insights influence how we research and build brand, message and marketing strategies. As President, he helps bring these solutions to life in finished products. A witty and engaging speaker and trainer, Rich helps people move from where they are to where they need to be to create social and economic impact. Many clients rely on him for consultation and advice to maintain brand fidelity, respond to emerging issues and tailor evolving strategies. Raised in Los Angeles by two wonderful parents from Brooklyn, Rich’s career path was blazed through writing, graphic arts, fine arts, commercial advertising and political consulting—all of which contribute to his work in social impact marketing. Rich lives in his beloved Silver Spring with his wife, two sons and a dog that controls everything in decidedly existential ways. No cause is too small or too big for Rich—as long as it holds the promise of moving people forward.

Sarah Hutchinson

Partner, Vice President Creative Services

In addition to mastering content and strategy, Sarah has the twin gifts of knowing how to get things done and knowing how to get people to do them. Combining these abilities with her expertise in creative development and campaign execution, she’s a part of our work from beginning to end. Sarah’s leadership includes digital and print materials, website development, advertising and social media campaigns. Her skills enable many of our clients to mount powerful and effective campaigns even when they are on relatively small budgets. Sarah also leads project teams and manages internal and external team members to ensure the quality and timeliness of our work. Born in Boulder, Colorado, Sarah grew up in Minden, Nevada, on a ranch in the Sierra foothills. At 15, she attended a campaign training workshop where she met Rich, who casually offered her a job once she got out of college. Much to Rich’s surprise, Sarah came to D.C. to claim her job after earning her degree in English at the College of William & Mary in Virginia. Now eating and drinking her way through every D.C. hotspot, Sarah is married to a great guy—we doubt that she will ever settle down.

Shannon Rosenthal

Vice President Operations

Shannon’s collaborative energy and find-a-solution mentality help to ensure our company is doing right by its clients. With a wealth of direct client and project experience, she now runs our business and us with great instincts for what our team needs on a daily basis to make great impact for our clients and their causes. Her passion for logistics, numbers and organization has made her our go-to person for just about everything that needs to go right. Shannon is the rock who rocks. A native of New Jersey, Shannon moved to North Carolina during her high school years and later completed her degree in marketing at East Carolina University. In 2000, she moved to Washington, D.C., where she honed her skills in marketing, production and team management—and found her husband. She, her husband and their two daughters are here for good with family and friends that make the D.C. area home.

Armando Molina Bou

Creative Director

With more than 20 years of experience in strategic branding and political communications, Armando has worked on every conceivable type of advocacy, grassroots, lobbying and corporate campaign. For web and print campaigns, Armando plays many roles—creative and art director, designer and writer. He has an uncanny ability to visually translate the message and help clients understand their brand, values, audience and long-term goals. Armando grew up in Puerto Rico and earned dual degrees from Pennsylvania State University in communications and graphic design. His work has been showcased by International Papers and Mohawk Papers and included in the permanent collection of the Smithsonian. Armando has served as a key creative partner with Rich Neimand since 1995, most recently collaborating from Buenos Aires, Argentina, where he and his daughter make their home—and share a love for photography…and vintage Fisher Price toys.

Kristen Keesee

Communications Manager

Kristen comes to Neimand Collaborative bringing her background in writing and design along with a passion for making a positive impact. Between her Type-A personality and knack for getting it right, Kristen stays busy tracking deadlines and keeping everything moving at rapid speeds. A Pennsylvania native, Kristen moved to Charlottesville, Virginia for high school before returning to her northern roots to study international relations and multimedia journalism at Boston University, where she fell in love with learning about cultures and storytelling. Kristen’s never been one to take ‘no’ for an answer—which is particularly handy when making sure our clients have everything they need. When she’s not dreaming up new content strategies or solving seemingly impossible requests, Kristen’s usually found exploring all the hotspots around D.C. or planning her next globetrotting adventure—with a cup of coffee in hand.

Danielle Lee

Communications Coordinator

Danielle’s desire to make an impact and her ability to stay calm in high-pressure situations started as a teacher in the classroom. Prior to joining Neimand, Danielle also freelanced as a writer for national websites and engaged in communications work with organizations focused on making quality education real for all children. Her degrees in sociology and public relations from The University of North Carolina at Chapel Hill give her a keen insight into how people think and what drives them to action. She uses those skills to manage digital and creative strategy projects. When she’s not in the office, you can find her roaming the shelves at a craft store—always ready to bedazzle something at a moment’s notice.

Catherine Solomon

Communications Manager

Through experiences in the fields of public health, nonprofit management and social entrepreneurship, Catherine has developed a passion for social impact and helping organizations reach their full potential. She immerses herself in the topic at hand and ensures thorough management of client projects, particularly those focused on K-12 education, vulnerable populations and community health. Prior to joining our team, Catherine worked with causes ranging from development, relief and social business ventures abroad to school music program support in her home state of Maryland. She holds a B.A. in advertising from Penn State University and a Master of Public Administration from the Trachtenberg School at George Washington University. When she isn’t planning her next getaway, Catherine loves running and taking advantage of D.C.’s live music venues at every chance she gets.

Alyssa Murphy

Communications Manager

Alyssa comes to Neimand Collaborative with a background in scholarly publishing. Having worked for child psychiatry and literary journals, Alyssa brings a knowledge of mental health and child development as well as an understanding of narrative structure. With a B.A. in English from Yale and an M.A. in History of Art from the University of Pennsylvania, she can pinpoint what will take copy and graphics from good to great. And never content to focus on just one content area, Alyssa is always busy learning about new concepts and credits a constant consumption of podcasts for keeping her informed. She lives in the Shaw neighborhood of Washington, D.C. with her husband and fills her free time with barre classes, classic murder mysteries, historic house tours, and lots and lots of coffee.

Jim Webb

Web Developer

Our longtime partner, Jim Webb, is skilled in front-end and back-end website development using WordPress and Drupal. He also specializes in user experience design, analytics consulting and usability testing. Jim is an active teacher and trains web developers at companies including The Washington Post, Hewlett-Packard, Wells Fargo, PBS, AIGA and National Public Radio. Jim is the former design lead for National Geographic Digital Media, where he presided over three site-wide redesigns, won a Webby award, cut bounce rates by a third and directed an in-house usability testing lab.

Book Rx: A summer reading campaign to boost school prep and parent involvement.

Books serve many purposes for early learners. Children can bond with their parents or caregivers by reading together. For young readers, books help prevent the “summer slide” of losing the gains they’ve made in school during vacation. And having a couple of books helps children with few possessions feel like they have something that is just theirs. Every summer, book giveaways pop up all over cities nationwide, through initiatives from the National Book Foundation and other nonprofits partnering with libraries, booksellers, even the Department of Housing and Urban Development to hand out books to children in need.

This spring, Guilford County Schools (GCS) approached us to help launch a summer reading campaign to not only stave off the summer slide but also increase family engagement through early literacy. GCS was awarded new federal funding and decided to launch a program specifically for kids in kindergarten through fifth-grade classrooms at its 49 Title I schools. In partnership with the district’s Parent Academy, we created a giveaway program and literacy campaign to get kids excited about reading over the summer.

Literacy is a major focus for Guilford County Schools, as is the opportunity to foster a love of learning, even during the school break. Our challenge was to design a program that would sustain that interest despite the lure of television, a game system or other enticing summer activities. So, we designed a program that highlighted the fun of reading—taking a break from the world outside and escaping someplace else—while shoring it up with incentives like fun giveaways and progress check-ins. We made sure to select prizes that reinforced the point of the campaign, reading, which is why the grand prize for readers who completed the challenge was an Amazon Kindle.

The collaboration presented an opportunity to draw on our knowledge of children’s education, parent involvement and literacy to design a program and see it through to implementation. We know the importance of building reading skills early and continuously; unfortunately, not all children have access to resources that support this goal. Differing abilities to tap into summer enrichment create gaps between students when they go back to school. With Guilford County Schools, we had the chance to do something tangible and central to counter the summer slide, no matter their families’ income.

Our work with many education-focused clients has also highlighted the role family plays in making the most of learning opportunities, something that became central to Break with a Book. What made this summer reading campaign especially effective in—fortunately—a crowded field of book giveaways was the emphasis on family involvement, an idea born out of a partnership with Guilford Parent Academy. Family involvement plays a major role in how children grow and learn, and it’s something that we see emphasized again and again in the research about what effective programs should include. When families take an active role in children’s learning, they are more attuned to their children’s strengths and can spot areas needing improvement. They can work with teachers to make sure kids are exploring their interests or that they’re getting support in the classroom. Most importantly, involvement helps families bond emotionally because they may be reading aloud together at night, talking about what’s happening in the story and becoming more aware of how children process what they learn and how they feel about it. For the Break with a Book campaign, we created materials in English and Spanish so that families can converse with their student about their books in their native language, ultimately making the reading initiative not just about summer enrichment, but also about improving family engagement with learning.

While summer reading campaigns serve a multitude of purposes for children, they help families in a number of unexpected ways as well. It’s projects like this, where we can design a meaningful campaign that addresses so many topics we and our clients care about—equity, education, family involvement—that really highlight the power of social impact marketing.

Let’s talk.

We work for a wide range of groups on a wide range of issues with a wide range of budgets.
Big organization or small, what we care about most is helping people move forward. If you’re doing something great, give us a call and let us help you make a greater impact.

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Call us at 202.637.9732
info@neimandcollaborative.com

1100 Vermont Avenue, NW, Suite 200
Washington, DC 20005