The Organization—Freelancers Union (FU) is a nonprofit promoting the interests of independent workers through advocacy, insurance, education, services, and monthly meetings.
The Challenge—To grow nationally, lead the conversation on the freelance economy and deal with numerous political, brand and communication challenges given shifts in the insurance environment and ACA, and in customer wants, needs, and behaviors.
The Insight—The power of branding to skirt bureaucratic, economic and political hurdles. Research revealed FU was an acknowledged leader but required better communications tools to manage the brand and business, and address regulations restricting its master. Equally, better management tools were needed to leverage processes, people and outputs, or face steep political, funding and engagement risks.
The 4Cs Shift—We applied our 4Cs discipline to reimagine:
- Conversation: Foster understanding that freelancers will shape the future of our nation and networked economy, a radical shift vs. current demographics/focus areas.
- Clarity: Entrench FU as the effective and single-minded advocate building a better future for members and all independent workers, while currently there is none.
- Currency: Trumpet that FU is the largest and fast-growing organization representing the 57 million independent workers across the country, a new force to reckon with.
- Culture: Amplify the brand to reinforce the power of grassroots, collective action as the sands shift towards a freelance economy vs. employees.
The Result—FU transformed with extensive refinements to operations, communications, and experiences, and with ACA, began to deliver more national benefits to freelancers.