Project Description

Fund EZ Rebrand

and Go-to-Market

Client

Fund EZ

Capabilities

Messaging
Visual Branding
Content
Websites
Paid Digital Advertising

Fund EZ Rebrand and Go-to-Market

Client

Fund EZ

Capabilities

Paid Digital Ads
Messaging and Branding
Websites
Thought Leadership Content

Background

For over 25 years, Fund EZ has simplified accounting for nonprofits by delivering high-quality software and support built uniquely for 501c3 organizations. With specialized features, built-in reporting, affordable modules for fundraising, Medicare, foster care and more, and exceptional support, Fund EZ helps non-profits save time, money and risk so they can focus on what you do best—helping others.

Objectives/Goals

Fund EZ approached Yeager with the goal launching a consistent marketing effort to maintain customers and drive new sales leads. To compete against established accounting applications as well as newer SaaS providers, the company also needed a brand overhaul including updated and clarified value proposition messaging, a new visual brand, high-value thought leadership content, and a refresh of their website.

Strategy

Yeager worked with Fund EZ first on messaging and visual brand, which gave us the foundation for the website overhaul. Messaging used our proven process to outline the company value proposition, key message pillars and proof points to support each pillar. The visual brand included a new company logo, color palette, typography, iconography, patterns and an image library that better represented Fund EZ’s non-profit customers.

For the website update we rethought the site navigation and page structure to bring more attention to the attributes of Fund EZ’s software for their non-profit customers, as well as the add-on modules for specific accounting needs such as Medicare, fundraising and foster care.

While the website was being worked on, we developed 2 thought leadership assets that would be used to identify leads for website visitors, as well as for planned marketing efforts.

Fund EZ Messaging Framework

Messaging Framework

Fund EZ Brand Guide

Brand Standards Guide

Fund EZ Website

Website on computer and mobile

Tactics

Once the foundational elements were complete, we launched a targeted paid advertising campaign to help Fund EZ drive awareness, traffic, and engagement. Leveraging engaging web content and new downloadable assets, including an eBook and Whitepaper addressing pain points faced by non-profits, we were able to increase website traffic, downloads and time one site.

Fund EZ Whitepaper

Whitepaper cover

Fund EZ eBook

eBook layouts

Results

Since we launched the site in June 2020, there have been over 21,000 users and 32,000 sessions with visitors staying on-site for an average of 1:24 minutes and viewing 2+ pages per session. The eBook and Whitepaper assets have had over 700 page views total.

LinkedIn Organic and Sponsored Content Ads