KNow’s 2022 pro-bono research project recipient was the Chicago Humanities Festival (CHF). This year, the organization’s top priority was to invest in a re-positioned, forward-looking brand to achieve growth goals among its target audience, feeding directly into CHF’s strategic plan.
Our researchers helped CHF understand which promises, and benefits (and ultimately messages) to prioritize both for current supporters and future audiences. We were able to help CHF build bridges of shared messaging between both audiences, and learn their shared core values around humanities.
With this knowledge, CHF’s marketing committee can bring these findings into future campaigns, so they can center their programming around culture – through connection and experience.