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:
Mastercard®

Master Your Card:
the business of social impact.

Commercial products and services play a big role in bringing social and economic solutions to scale. We jumped at the opportunity to work with Mastercard after seeing how electronic payment technology could produce upward mobility for vulnerable populations and small businesses—so we developed a community empowerment program to help stakeholders see this value.

Problem

Mastercard’s electronic payment technology creates affordable, financially empowering solutions that weren’t widely understood or appreciated by consumers, small businesses and governments. As a result, electronic payments were getting lumped in with financial reform efforts that would actually reduce access to technology that could solve problems for vulnerable populations and small businesses.

Solution

Make a clear distinction between Mastercard and the banks and processors that license its technology. Implement a process of review, research, branding and messaging to launch Master Your Card, a community empowerment program that helps people understand how to select and use electronic payments to their benefit—so they condition the market through their choices. Work closely with labor, Latino and African-American leaders to show them how electronic payments can increase financial inclusion, upward mobility and greater profitability for individuals, small businesses and micro-entrepreneurs. Learn from our community partners how to build better products that meet the needs of their constituencies.

Outcome

Master Your Card has built a bridge between the financially underserved and Mastercard, creating financial empowerment and inclusion faster than government can through policies and nonprofits can through education and advocacy alone. Mastercard has gained greater brand value among policymakers and consumers while understanding how to better serve emerging populations and businesses. Educating youth how to make smart financial choices that last a lifetime. Teaching low-income workers how to use prepaid cards as an entry into the modern economy. Taking counsel from Latino, labor and African-American groups that results in Mastercard creating Six Standards for Prepaid Payroll Cards to ensure that employers who use Mastercard technology are making payroll cards work for employees. This is how you move forward in the business of social impact.

Neimand Collaborative

  • Analysis
  • Research design
  • Brand strategy
  • Messaging
  • Conceptualization
  • Marketing
  • Materials development
  • Communications support
  • Brand fidelity
  • Ongoing strategic consultation

Collaborators

StatlerNagle; Artemis Strategy Group; Potomac Communications Group; Groundswell Communications; Mercury Public Affairs.

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.

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.

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.

Onward! An intern “exit” interview with Cameron Neimand.

Neimand Collaborative periodically brings interns onboard to learn about the social impact marketing business up close. This spring, Cameron Neimand, nephew of Rich and a recent graduate of the University of Maryland, joined the team and put the knowledge gained from his journalism major to work. As his internship wound down, he caught up with Alyssa Murphy, communications manager, to talk about his experience pivoting from journalism to communications and working in jobs focused on making practical differences in society.

 

Alyssa Murphy (AM): What brought you to Neimand Collaborative?

Cameron Neimand (CN): I’m a journalism major in school, and communications is one of the fields that a journalism degree lends itself to. A lot of work at Neimand Collaborative is kind of like journalism—doing the research, finding the story, putting it all together in an understandable narrative. A job in social impact marketing feels like a way that I could take my training in journalism and help people.

AM: What did this experience mean to you coming from your educational background?

CN: It confirmed that what I’ve been doing the last four years is applicable to the real world. A lot of what you do in journalism school is reading, fact-checking, writing—these things can apply to work outside of a newspaper. I can take this degree to a place like Neimand Collaborative and tell stories. That translation of academics to the working world was cool to see.

AM: What other internships did you have before this?

CN: I’ve had all writing-based internships. My first was at a home design magazine. I came into journalism wanting to write about sports and music, but now I can tell people where to get a very nice discount sectional for their apartment. Then I had a very cool one at a sports media company. I was an editorial intern, pitching and writing stories on everything from sports lyrics in rap albums to basketball analysis. I’ve also worked at college radio back at school: I’ve been a radio host, and I’ve produced podcasts. In technical terms, I’ve been on-air talent, but I think the success depends on how many people other than my parents were listening!

AM: What were you actually doing when you were interning for a home design magazine?

CN: A lot of proofreading, a lot of writing, and, to be honest, a lot of promotional activities—like here’s a product that’s coming out, we have the press kit for it, and turn it into something like “coming this fall—this excellent grill!” It was a lot of tedious work, and a lot of the stuff that you need to do day to day in an office to get things done.

AM: What skills from journalism have you used at Neimand Collaborative?

CN: A lot of what I’m doing is asking questions and looking for the information that I think people would be interested in. I look for an angle that brings interest. Like the Waldorf school write-up I helped draft. I’m building a story around what we know we want to focus on—an educational model that’s often in the private sector coming into the public sector—and thinking about what the whole story is: bringing high-quality education to those who can’t afford it. The hardest part is writing the first sentence. I’ve learned how to weave story ideas together to create one narrative, teasing out the common threads and looking for that unique angle.

AM: What real-world lesson did you learn at Neimand Collaborative that you’ll take with you?

CN: A lot of things. I’d never been in a communications-based office before. Editorial internships tend to be pretty solitary. At Neimand Collaborative, everyone is involved in everything going on. Also, the proofreading: the importance of proofing not once, but twice, and having multiple eyes on something. I’ve really liked the proofing exercises because it shows how easy it is to miss something. Proofreading is a necessary skill in any work environment. And time management. Neimand Collaborative does a really good job of having a crew that is always in touch with each other. I also learned how to ask people for things, how to check in, which sounds really basic but is crucial for a successful work environment.

AM: What were the big differences between this environment and previous internships?

CN: This was much more structured. In the journalism environment, you come into work and you think, “who knows what I’ll be doing today.” This job is a lot more structured, in a good way. It makes sense because we’re providing structure to clients through things like brand management. And here everyone is working together in order to succeed. It’s a communications job, it’s a social impact marketing job, and the key to succeeding is having good communication in the office.

AM: Anything else broadly speaking that you took away from this?

CN: When you’re a journalism major in a time when every headline is about layoffs, just knowing that my journalism degree has value in the workplace—in social impact marketing or communications—has been reassuring. It’s really cool to know that there are marketing companies and communications firms that aren’t all about making money but making an impact. Working at Neimand Collaborative isn’t like you end up going home at the end of the day feeling like you aren’t sure you made a difference. You are making a difference. You’re helping people craft their message, putting their voice into writing. A two-word change could make a million-dollar difference. It’s marketing but with a purpose. It’s marketing to change the world. At Neimand Collaborative, people really care, and it shows in the work that they do.

AM: So what’s next?

CN: What’s next for me is figuring out what to do in the first period of uncertainty I’ve had in my life in 18 years. I’m graduating and not sure what I’ll do next. Maybe I’ll teach. I’m moving home to Los Angeles and taking on the incredible and advantageous opportunity of living with my parents for a bit. I’m figuring out the career path I want to pursue. My next step is figuring out what I want to do in this world. Whether it be writing, comedy, working in a Starbucks, working wherever, I want to find what I want to do in life and pursue it to the fullest.

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