Lead Gloucester County
Identifying a Leadership Gap
Gloucester County faces a growing leadership gap as many current leaders near retirement. To address this challenge, the United Way of Gloucester County (UWGC) partnered with Rowan College of South Jersey (RCSJ) and the County of Gloucester to launch Lead Gloucester County (Lead GC). This new certification program aims to develop knowledgeable, community-minded leaders.
Riggs Creative Group’s Role
Riggs Creative Group (RCG), led by Managing Partner Claire Riggs, played a critical role in building and promoting the program. First, RCG supported UWGC in conducting research and organizing focus groups. These efforts helped define the leadership needs of the community and informed the program’s direction.
Next, RCG created a full branding and marketing strategy for Lead GC. This included logo design, a brand guide, brochures, social media templates, and a custom webpage. The logo highlighted the partnership’s shared vision, using symbolic design elements and color choices that represented unity and growth.
Marketing and Launch Success
RCG also planned and supported the ceremonial launch event in March 2024. The team developed press materials and managed media outreach. The event drew around 50 leaders and community members, helping to generate buzz.
In May, the application intake launched. As a result, UWGC’s website saw a 560% increase in traffic. The program raised $20,000 in sponsorships and enrolled 20 diverse participants across business, government, and nonprofit sectors.
Lasting Community Impact
Thanks to strategic planning and creative execution, Lead GC is set to grow the county’s next generation of leaders. RCG’s expertise helped turn a visionary idea into a successful, ongoing initiative.
TESTIMONIAL
“Claire Riggs, Managing Partner at Riggs Creative Group LLC and a dedicated Board Member of the United Way of Gloucester County, played a pivotal role in establishing the Lead Gloucester County program. In collaboration with the County of Gloucester, Rowan College of South Jersey, and the United Way of Gloucester County, Riggs Creative Group LLC led the development of the program’s strategic marketing communication plan, crafted its branding package, and executed its launch marketing activities.”
