The Image Group

Campaign Brochure

Print, Web and Outdoor

The Challenge

Over the past few years, Heart of West Michigan United Way has been embarking on an aggressive path of change and evolution. Stimulated by unacceptable trends in the community in early childhood and literacy, combined with a fairly flat reputation in the community, executive leadership and the board set forth to become a better organization, more capable of leading long-term impact. To align internal and external audiences with Heart of West Michigan United Way’s new focus and business shift, and to help the organization move from good to great. The Image Group was hired to help the organization begin its transformation process.

The Solution

The first focus was to improve the organization internally, to align the employees and become a learning organization. HWMUW started to move from being good to great, to elevate its stature and effectiveness as a leader in the community. The book Good to Great by Jim Collins was utilized to do this. The Image Group also helped United Way further its commitment by setting forth strategic goals that were supported with a new organization structure and planning that fleshed out specific goals, tactics and outcomes.