Brand Purpose
Your business has a higher purpose. Your customers want to hear about it.
For the past decade or so, there has been a perception in marketing circles that a brand’s purpose, and the impact it has on society, is becoming an important factor in consumer buying decisions. Especially over the past few years, more and more brands have incorporated their brand’s purpose into their marketing strategies.
Research has shown that this is good practice. According to a survey by Accenture, 70 percent of consumers think a company should have a positive effect on its community, and 62 percent of consumers consider a company’s purpose when making a purchase.
So how does a company share their purpose? Our approach is to share the difference your company makes by demonstrating how it impacts everyday people.
U of M
Medical School
Where Discovery Creates Hope
The University of Minnesota Medical School practices academic medicine. Simply put, that means they pursue better outcomes for patients through the practice of science. We demonstrate their purpose by sharing the stories of their doctors and patients, and the impact that science has on real lives.
Bell Bank
Get Down to Business
Corporate altruism is in Bell Bank’s DNA. In fact, they grant $1,000 to each full-time employee to donate to a charity of their choice.
In 2022, they collaborated with Houston White, a social entrepreneur, to create Get Down to Business, a grant program for Twin Cities small businesses. We helped recruit applicants and share their stories.
Spire
credit union
Give Back
SPIRE Credit Union strives to give back to local communities. One way they do that is through their Give Back credit card program, through which they donate a percentage of each transaction to local charities. We created Give Back, a monthly content-marketing campaign that highlighted the good work done by the local charities their program supports.
Comcast
Better Connected
Comcast wanted to raise the public’s awareness of Digital Equity issues. They also wanted to raise awareness of their work to correct it. They have been actively addressing the issue for more than a decade.
But, Comcast’s work on Digital Equity is altruistic. They do not want to be “showy” or “braggadocious.” We crafted a content marketing campaign that discussed Digital Equity and how Comcast was supporting efforts to curb it.
Star Tribune
Connect Grant
In 2020, Star Tribune launched Star Tribune Connect, an innovative program to accelerate the growth of underrepresented and minority-owned businesses through advertising and marketing collaboration. Foundry425 was asked to help publicize the winners. We wrote profiles about each business, its mission, and why they were passionate about what they do.
Science Museum
of Minnesota
Together We Discover
The Science Museum of Minnesota wanted to make science more accessible and inclusive for everyone in the Twin Cities. We created Together We Discover, a campaign that demonstrates how science is an instrument to better our society, and that the Science Museum believes everyone should have a chance to learn the language of science.
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