Trudel | MacPherson is a dynamic consulting duo. We are resourceful, courageous and passionate about our work.
Our colleagues admire our “can-do” attitude, humility as representatives of a prestigious funder, and willingness to learn and grow with every project. Together we have access to an excellent national network and deep experience with numerous arts and arts education programs and a wide range of other social benefit organizations.
We are noted for our ability to synthesize lessons and communicate complex ideas to improve field understanding and practice.
How Strong is Your Social Net?
Our landmark national surveys measured arts organizations’ usage of digital and social media.
What else is behind Trudel | MacPherson’s offering to arts organizations, collaboratives, public/private partnerships, membership organizations and funders?
Our capability to help organizations stand out from the pack
We’re able to guide groups adrift in a sea of similarity to clarify their mission, define critical brand identity components and develop a branding matrix to inform all communications activities.
Our research perspective
Our experience sharing scholarly research and evaluation findings with the evolving field of stakeholders has heightened our sensitivity to the need to uncover practical implications, synthesize lessons and communicate complex ideas to improve understanding and practice.
Our understanding of user behavior and our commitment to user advocacy
New work in the field of user experience design and user profiling makes it clear that defining an audience segment does not lead automatically to an understanding of that constituency’s behavior or circumstantial needs. Our refined user behavior research techniques allow us to gain insights into how information seekers will interact with content, and we advocate for those users. We are experts in building communities and serving information needs in ways that will attract and retain the best audiences.
Our ability to identify and establish community connections
Often groups are “hermetic” and not engaged with their market environment, cutting them off from rich funding and engagement opportunities. Using environmental scans and stakeholder mapping we help groups identify and connect with target publics.
Our insights on public value help groups demonstrate why they need to exist
We’ve created simple, low cost audience research options to help groups organize programming and communications around building public value and establishing connections to community influencers.
Our evolving toolkit of peer learning opportunities
Over the years of creating grantee best practice exchanges, we have developed engaging options for professional development and collaborative learning. Our goal is to help groups develop work plans and approaches which can guide future audience development and participation building efforts.
Building communities of practice
Our experience designing cross disciplinary learning communities in major US cities has honed our capacity to help groups adapt innovations which cross traditional boundaries and preconceptions.
Developing messaging to communicate a group’s unique value proposition
Our communications value statements are designed to resonate with key audiences, inspire trust, build enthusiasm and support. Using key qualities of making an idea “stick” (Made to Stick: Why some Ideas Survive and Others Die, Chip Heath and Dan Heath, Random House, 2007) our messaging platforms are elegantly simple, easy to understand and retain, credible yet emotional.
Trudel | MacPherson helps nonprofits, public agencies, membership organizations stand out from the crowd. We help with branding, stakeholder, and other marketing communications needs. Founders Mary Trudel and Rory MacPherson have more than 50 years of experience in strategic counsel, branding, reputation management, media relations, audience development and program management. We provide our clients achieve measurable, sustainable results.
We believe that effective branding involves the whole organization, and is much more than flashy tag line and bright logos. Instead an organization’s brand must align with and reflect an organization’s core values, and become part of the responsibility of every member of the staff. Communicating what an organization is and does must become a day to day responsibility of every staff member.
We are are passionate about using data to guide communications planning and implementation. We work with clients to help them identify and better understand their target populations, to learn about perceptual and practical barriers to engagement, and then use this information to develop communications strategies that support each organization’s mission. We are skilled in translating evaluation and assessment documentation – and scholarly research – into effective communications to key stakeholders.
Our approach builds on three essential interlocking questions:
- What is most important to communicate to priority audiences?
- So What? Why should audiences care about this data/research?
- Now what? How will the primary audiences apply the data/research in order to improve their work?
Through our knowledge of user needs and behavior, we have developed ways to make information appealing, accessible, and relevant to a variety of user constituencies, balancing customization, interactivity, and shareability.
- Read biographies of our principals: Rory MacPherson and Mary Trudel.
- Find out more about our collaborators.
- Read testimonials about our work.