Econsult Solutions, Inc. (ESI) was retained by J2 Design to promote the activation of the Philadelphia Marshall Plan for Poverty (PMPP) as proposed by United Way of Greater Philadelphia and Southern New Jersey (UWGPSNJ). The goal of the PPMP is to help 100,000 people rise above the poverty line (as measured by income) in 5 years.
ESI created online surveys and pushed them out through United Way’s organizational connections as well as additional civic, nonprofit, governmental, and for-profit agencies that would be interested. We also supplemented the surveys by conducting stakeholder interviews with industry experts to further gain a complete understanding of the independent research performed to date. After reviewing and assembling existing research and thought leadership from key sources on the current trends of poverty reduction, we uncovered major themes that will inform the next phase of the brand development for PPMP: the design of the brand messaging platform and the name of the movement.