Fairfax, Virginia — February 23, 2015 – Borenstein Group, Washington DC’s leading integrated digital marketing and branding agency, is pleased to announce the successful launch of www.ElliesHats.org, donated pro-bono to the growing childhood cancer charity that aims to provide hats to children with cancer while educating and raising childhood cancer awareness. Inspired by one little girl named Ellie, the cause quickly blossomed into hope and joy for thousands of kids going through cancer treatments.
By giving kids fun, original hats and showing that others are thinking of them, Ellie’s Hats hopes that it will help bring a little cheer to their day. In order to continue on a path of increased awareness, the company would need to revitalize its digital brand and collateral to accurately convey the impact and experience that set the organization apart. As a result, Ellie’s Hats turned to Borenstein Group with a strategic digital branding challenge to maximize support for more qualified traffic, social media exposure, increased donations and optimized brand awareness.
Borenstein Group strategists analyzed the competitive landscape to identify and define Ellie’s Hats key differentiators. Borenstein Group developed a compelling brand message that included brand pillars, mission and vision statements, as well as new graphics and an interactive, engaging website that would take Ellie’s Hats to the next level. The BG creative team developed a new, responsive user-interface that was not only visually compelling and educational, but engaging to users of all ages. The team developed a cast of characters that serve as guides through the website, taking the seriousness of childhood cancer and transforming it into a concept that children of all ages can understand. Strategic content marketing quickly followed. Borenstein Group’s digital design and development team then crafted a high-tech website that effectively communicated Ellie’s Hat’s impact on the community to help spread awareness about both Ellie’s Hats and childhood cancer.
Gal Borenstein, CEO of Borenstein Group, the Fairfax-based digital branding agency that donated the services to Ellie’s Hats stated, “There are no words to express our gratitude to Ellie’s Hats for the opportunity to pay it forward. The boundless energy, passion and positive feelings that our creative team experienced by helping this children’s charity were incredible. When we were approached about helping Ellie’s Hats, our first question was not ‘whether we should do this’ but rather ‘how much can we do.’ I am so proud of our team and the close collaboration with Ellie’s Hats energetic and inspirational founder, Jay Coakley, who is the spirit that motivated us to take part in his organization.”
Jay Coakley stated, “Running a national charity on a shoe-string budget is difficult as there is so much to do and resources are scarce. Borenstein Group not only accepted our challenge to help build a better digital presence for Ellie’s Hats that will create more effective outreach, spread awareness, and hopefully raise more donations online. We are proud to have what only very large charities in the country can hope to get in a rebranding package.”
About Ellie’s Hats:
Ellie’s Hats mission is to donate hats to children with cancer and to raise childhood cancer awareness. The hope is that by showing these brave children that others are thinking about them it will help bring a little cheer into their day. Ellie’s Hats is a 501(c)(3) tax-exempt nonprofit corporation, registered in the State of Virginia and the IRS, under EIN #46-4739126. Visit Ellie’s Hats at www.Ellieshats.org.
Borenstein Group, Inc., is a Northern Virginia-based integrated strategic digital marketing communications agency that specializes in supporting private and public-sector marketers in the areas of systems integration, information technology, supply chain and logistics, homeland security, defense, intelligence, telecommunications, aerospace, and government.