Governor’s Early Literacy Foundation
(Formerly Governor’s Books from Birth)
Keeping up with a broadening mission
GELF ensures that all children in Tennessee have access to the resources, guidance and support they need to become lifelong learners.
Mission:Clarity for Wider Impact
Governor’s Books from Birth Foundation was founded in 2004 to grow Dolly Parton’s Imagination Library across the state of Tennessee. By 2019, The Foundation’s mission encompassed far more than growing a single program, and they needed help transitioning their highly visible brand into its next evolution.
Brand Map Insights
Mission:Clarity helped the Foundation create a more distinctive messaging hierarchy between its flagship program and its overarching brand by elevating core values, defining brand voice, and developing strategies to strengthen and shift audience perception toward this broader vision. Our Mission:Clarity brand map charted a clear, practical course of communication for GBBF to expand beyond its well-known initiative and truly own its evolved identity.
Seeing a 20 year-old name in a new light.
We recommended a strategic name change to help the organization shift perception from administrator of its beloved book-giving initiative into a more accurate public role: the trusted Early Literacy expert for Tennessee.
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