Confluence Project

The Confluence Project management team wanted to take a fresh look at the effectiveness of its marketing materials, and create a plan for future marketing and communication efforts. The planning process included meetings with Confluence Project management and its partner agencies.

The planning process led to the realization that end-users interact with the Confluence (the place), while stakeholders interact with the Confluence Project (the organization). This “dual brand” acknowledges the different relationships and works to maintain both. It also clearly distinguishes the Confluence, the place, from Confluence Project, which is an organization of people that supports a place.

The planning process helped Confluence Project management gain clarity into how they communicate to their target audiences. It helped them focus their message and their thinking, helping them become more effective in their communications.