Developing Voice and Strategy for Connected Social Care

Findhelp built a network to connect people seeking help to verified programs and services locally, and with dignity. We embedded inside the company to build a brand and marketing operation that ensures people know about them.

After ten years building the largest social care network in the United States, social care technology company findhelp (previously Aunt Bertha) was ready to be force for change in American society, shaping a future where everyone who needs help is able to get it, without compromising their dignity or privacy.

CEO Erine Gray approached us to set up a marketing operation at findhelp, transforming what had been a support function into a strategic growth engine. Our team embedded within the company at a transformative time, as it made the leap from startup to rapidly scaling business. We set ambitious goals: set up a marketing operation from research to industry-leading results, while recruiting and training findhelp’s new marketing team to take over fully within six months. And to do that, proposed a whole new mode of working: to fully inhabit marketing leadership roles from within the company.

We developed and rolled out companywide marketing strategy from research insights, including detailed strategy frameworks, brand architecture, and production operation built from the ground up. We also updated audience segments, precisely mapped content, messaging and PR strategies improving performance across the board.

Our embedded team collaborated with findhelp employees across marketing functions, and trained skills they’d need to take over marketing at the end of the six-month engagement.


This project embedded our team into the company for a set period of six months. Four In-House team members took on internal, full time roles at the company as VP of Marketing, Lead Strategist, Engagement Marketer and Channel Marketer.

Fully immersed in the company’s operations, we organized the project into three phases:

  1. Discovery, Research, and Insights
  2. Marketing Strategy and Activation
  3. Marketing Operations and Handoff

After all three phases were complete, Aunt Bertha had fully rebranded to findhelp and marketing equipped findhelp to better champion dignity, access, and privacy in the emerging social care tech industry with the public.

Project Highlights

  • Rebrand to findhelp launched
  • 38% growth in monthly active users
  • 663% marketing channel performance lift
  • >950% increase in media impressions
  • >52% brand awareness lift among social workers
  • New identity, website and engagement programming for organizations
  • Marketing built into key growth engine, permanent marketing team and processes formalized


In our six months embedded at findhelp, we transformed marketing from a support function to a strategic engine powering growth at scale. Marketing also became connective tissue at findhelp, a key partner for enacting strategy, driving usage, and supporting company goals.

At the end of the project, the new brand rolled out across all surfaces (including two brand-new websites), the processes, roles and strategy frameworks for marketing were formalized and fully run by findhelp’s marketing team, the certifications program rolled out, applications for the findhelp fellowship were open, social media channels and their engagement was growing, and one influencer partnership on TikTok brought the single-day record for new traffic and completed help connections in the company’s history.

Most importantly, the permanent team had newly formalized roles (and promotions), a newly hired leader, and the documentation and expertise to build the future for findhelp.

In their six month tenure at findhelp, In-House transformed our marketing and built a strong, well-organized team, rebranded our company (with glowing feedback from customers and users), and increased Monthly Active Users by 38%—meaning more people in need were connected with goods and services. They mentored our permanent team and developed documentation and pr for success, preparing extensive training, documentation, process, and project plans for newly responsible team to handle. Their strategic impact will be long-lasting at findhelp.

Ellen Booras

Chief of Staff, Findhelp