Primary Goals & Objectives

The Good Samaritan Society (GSS) is one of the pioneers of its industry, with extensive knowledge and experience in not-for-profit health and community care services.

The biggest challenge the GSS faced was a general lack of awareness among the public. This was impeding it from reaching its primary goals: to increase its market share and client referral rate.

g[squared] was hired to develop a strong brand identity for GSS and a strategic marketing plan to raise public awareness of the new brand and differentiate the GSS from its competitors. Our plan encompassed creative and brand strategies, internal and external communications strategies, fund development strategies, and advertising and capital campaigns.

We developed a new logo, tagline and imagery that were integrated into all materials. We crafted clear messaging that focused on the strengths and benefits of the GSS and evoked an emotional response from target audiences.

We created public relations opportunities to cultivate a consistent media presence for the GSS and position it as an involved community partner.

Over our 10-year relationship, we continued to focus on increasing public awareness of the GSS and enhancing its fundraising and planned giving initiatives. This helped the Good Samaritan Society establish relationships with potential donors, strengthen government relations and attract quality employees and volunteers.


  • Strategic marketing plan
  • Rebranding
  • Print and radio advertising
  • Capital campaign materials
  • Fundraising appeals
  • Brochures
  • Signage
  • Newsletter
  • Direct mail
  • Annual reports
  • AGM materials