CASE STUDY:
YOU MATTER
The YOU MATTER movement, founded by Mark Brodinsky, is a global initiative to inspire individuals to recognize their worth and make a meaningful impact on the world. Anchored by the powerful message of two simple words—"YOU MATTER"—this movement aims to reach and positively influence one billion lives. Through a book that tells the inspiring origin story, the daily You Matter Minute video series, a podcast, and transformational coaching services, YOU MATTER provides tools and encouragement to help individuals feel valued, overcome challenges, and achieve their dreams. It’s a beacon of hope, belonging, and purpose, empowering people to live authentically and make a difference.
Scope and Objectives
For the YOU MATTER movement, I developed a comprehensive branding and digital strategy to amplify its powerful message and engage a global audience with tools and resources designed to inspire and transform lives.
The objective was to position YOU MATTER as a life-changing initiative, encouraging individuals to recognize their worth and make a meaningful impact on the world. This involved creating a cohesive brand identity with detailed guidelines that aligned with the movement’s core values of hope, belonging, and purpose. A strategic positioning statement and value proposition were crafted to emphasize the universal relevance and transformative potential of the message "YOU MATTER."
I designed user-centric wireframes, storyboards, and a responsive website optimized for lead capture and engagement, ensuring a seamless user experience across all touchpoints. Comprehensive market research and audience analysis informed the brand voice, messaging framework, and digital strategy, driving impactful email, paid advertising, and social media campaigns. A detailed SEO-driven content plan and customer journey mapping were implemented to maximize reach and visibility.
To sustain and build momentum, I launched a carefully coordinated sequence and rollout plan, supported by analytics and performance tracking for continuous optimization. A crisis management strategy ensured smooth delivery of content, while client feedback and iterative processes refined the overall impact. These efforts positioned YOU MATTER as a global movement, reaching a diverse audience through its book, daily video series, podcast, and coaching services, and inspiring individuals to embrace their worth and make a difference in their lives and the lives of others.
Solutions and Approach
Brand Identity Development
Comprehensive Brand Guidelines
Strategic Brand Positioning
User-Centric Wireframes, Storyboards, and Experience Flows
Responsive Website Design and Development
Lead Capture and Conversion Optimization
Email, Paid Advertising, and Social Media Ad Campaigns
Market Research and Audience Analysis
Brand Voice and Messaging Framework
Positioning Statement and Value Proposition
Customer Journey Mapping
SEO Strategy and Content Plan
Digital Marketing Campaigns
Analytics and Performance Tracking
Social Media Strategy and Content Creation
Launch Sequence and Rollout Plan
Crisis Management and Reputation Strategy
Client Feedback and Iteration Processes
Outcome and Results
The YOU MATTER movement achieved exceptional results, marked by a successful book launch, the impactful release of the
You Matter Minute daily video series, and significant growth in overall brand awareness. The strategic branding and marketing efforts effectively engaged a global audience, spreading the empowering message of "YOU MATTER" across multiple platforms. The book launch reached and inspired readers, while the daily video series established a consistent, meaningful connection with the community. These outcomes underscored the movement’s ability to resonate deeply with audiences, fostering a sense of belonging and purpose while driving sustained growth and visibility for the YOU MATTER brand.
Meet Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
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About Chris McCarthy
Brand Growth Advisor
Hi, I’m Chris McCarthy, a brand strategist, designer, and marketer. Over the past 25 years, I've had the opportunity to work with some of the world’s most recognized and respected brands, including Penske Automotive Group, Ford Motor Company, MGM Resorts, Caesars Entertainment, The Hard Rock Hotel, The American Red Cross, and the City of Las Vegas.
As a trusted brand growth advisor, I help businesses create strong brand identities and implement strategies that truly connect with their audiences, leading to significant growth. I enjoy mentoring and coaching others in brand strategy, and it’s been incredibly rewarding to help countless business owners and designers take their branding to the next level.
My career has been all about continuous learning and striving for excellence. I’ve dedicated myself to understanding what makes brands successful and have developed innovative strategies that consistently deliver results.
Trusted by The Biggest Brands
