- What We Do
We work with amazing brands and amazing people like you. Here are a few of our latest and favorite case studies.
When iconic brand Maker's Mark decided to deeply integrate social impact into their growth strategy, they turned to Plenty to help them create, align around, and build out the approach.
Over a nine-month engagement centered on Meridian, our strategic planning process, we led Maker's Mark executives, distillers, partners, and agencies in a series of thoughtful, iterative, and heart-centered discussions about the core essence of the brand and where it could most make a difference in the world. The extensive engagement included a four-day offsite with the core project team at HeartSpace, our retreat center in Park City, Utah, as well as several in-person discovery sessions to uncover opportunities with the distillery in Loretto, the U.S. headquarters in Chicago, the parent company in Japan, and throughout the supply chain. Our work concluded with a sustainability workshop back in Loretto, helping the team ground their vision with ways to change and improve their production and shipping process to be more in harmony with nature.
As Maker's begins its 2020 campaigns, we're excited for the public to see what we've seen first-hand: the incredible passion and commitment that the Maker's Mark team has to honoring its legacy by improving the world around us.
Plenty’s innovative Meridian approach was exactly what our team needed. Their “human” and heart-led approach to our business was refreshing – especially during such a cynical, polarizing time in the world – inspiring us all and helping us see that each of us and our consumers have more in common than set us apart.”
In the aftermath of the destruction caused by last year's Hurricane Maria, Cruzan Rum, producer of some of the world's finest aged rums, came to Plenty to do something urgent, meaningful, and lasting.
Over the course of six months, Plenty used Meridian to create the Island Spirit Fund, a nonprofit entity designed to support disaster relief efforts in the U.S. Virgin Island and across the United States, helping rebuild and renew communities impacted by storms of all kinds. Working in conjunction with the Cruzan team and their outstanding agency partners, we helped craft the structure, strategy, messages, and campaigns to build the effort, including creating a blended model of funding made of for-profit commitments and non-profit donations.
In little over a year, the Island Spirit Fund has already raised over $2M to support direct relief on the ground in St. Croix, at far less of an overhead cost compared to deploying funding through large existing entities. And starting this fall, the language that began as words on flip charts in HeartSpace will literally be emblazoned on every bottle of Cruzan. How cool is that? Learn more at https://www.cruzanrum.com/island-spirit-fund.
Meridian and the focus from our session last year is still paying big dividends!"
When Wounded Warrior Project, an innovative $400 million nonprofit, needed to create a new experiential peer-to-peer fundraising campaign to repair its brand, extend its reach, and engage its constituency, it turned to Plenty.
Using Meridian, Plenty's strategic planning process, Plenty and Wounded Warrior Project created and launched Carry Forward, a nationwide fundraising and marketing campaign. After participating in Plenty's process, the trust of the leadership grew so deep that we were ask to manage facilitation of their overall branding and strategic initiative, resulting in Plenty coordinating efforts and deliverables across a wide set of agencies, including Interbrand, Bridgespan, and LeadDog.
In its first year, Carry Forward exceeded expectations – and projections – at every level, surpassing financial goals, attracting national corporate partners, receiving coverage from national media outlets, and perhaps most importantly, revitalizing and reenergizing a staff that had grown weary from scandal. Amazingly, the brand new campaign was ranked 4th-best 5K in the nation in a national survey. Now in full implementation, Carry Forward is expanding at the rate of 33% per year.
It is so cool to see Carry Forward ranked the fourth best 5K in the nation in our first year! Thank you, Plenty, for helping create and execute an inspiring, inclusive, and energetic movement in communities nationwide.”
~ Brea Kratzert Todd, Vice President Of Business Development, Wounded Warrior Project
World Wildlife Fund, a leading global environmental agency, needed a way to mobilize both grassroots and corporate constituencies and introduce its important work to a new generation of supporters.
Plenty helped the World Wildlife Fund through the entire creation and implementation process. We surfaced and identified potential segments, crafted personas for concept design, align the team on event ideas and opportunities, created the brand of the event, choose vendors, and launched the Panda Paddle. The Panda Paddle is a nationwide stand-up paddling festival that leverages both a growing activity and connects constituents directly to the mission of the organization: to protect protect the oceans, rivers, animals, and wild places you love.
Momentum has grown quickly, with Target, a Fortune 50 company, recently signing on as the lead, multi-year underwriter. The Panda Paddle is now in its second year of production, and we couldn't be more thrilled to get out on the water with WWF.
WWF has created something memorable and very impactful. We couldn’t have done it without Plenty’s guidance.
March of Dimes came to Plenty at a crossroads. The organization’s performance was in rapid decline. Legacy income models were deteriorating, attitudes towards the brand were apathetic, and the long-time community support was eroding quickly, with the national walk series underperforming and the community dissipating. New, energized leadership arrived, determined to not only restore the organization, but take it to new levels of success.
A multi-year engagement centered on two focus areas: turnaround and innovation. In the category of turnaround, Plenty was hired to completely overhaul the organization’s chief source of revenue, the March for Babies national walk series. This expansive scope included significant revenue analytics to diagnose issues, convening multiple levels of leadership to create a new way forward, and rebuilding client and staff relationships to prepare for a new set of funding streams. In the category of innovation, Plenty used its Morpheus innovation process to design an entirely new funding stream, launching nationally in late 2019.
The initial results of our work have been tremendous. Fundraising performance has increased a staggering 80%, as Plenty’s multi-pronged segmentation strategy has gained traction. A national sponsor has been secured for the new funding stream, and all systems are go for launch. We're so proud to help this critical organization leap into a new future.
Jennifer and Jeff facilitate in a way that maximizes benefit for the individuals in the room, the collective group and organization as a whole. They connect incredibly well with the participants and lead the process with a style that ensures authenticity, collaboration and trust. Their processes are amazing!”
~ Abby LacKamp, Regional Director, March of Dimes