Our Work: Waypoint New Hampshire

Communications, marketing and web strategy for NH's longest-running human services organization

CLIENT: WAYPOINT

Established in 1850 and impacting 8,000+ people annually, Waypoint is a statewide, private, nonprofit organization dedicated to empowering people of all ages through human services and advocacy programs. The Cookson team helped the nonprofit leader build and implement new marketing, communications and digital strategies, including a website and social media approach that aligns with their strategic plan.

What we did

  • Organizational strategy and planning
  • Website design
  • 175th Anniversary launch
  • Strategic communications and event management

Strategy and planning

As a large nonprofit with an impressive history of care, Waypoint impacts the lives of people across NH. To help them meet the changing needs of their audiences, we conducted a MarCom audit across programs, events, publications, and tools. This proactive approach to marketing and communications included building staffing resources, enhanced messaging, digital platform migration, and internal team development.

For about 18 months, we worked with executive management to oversee communications strategies and restructure events, materials, and social media efforts. We redesigned annual reports, newsletters, and event materials and managed communications while transitioning responsibilities back to new staff.

Website design

With a deeper understanding of Waypoint’s audiences and programs, our web team developed an elevated website user experience. The new “Get Help” section quickly connects users to critical support and services, while the customized administrative interface enables Waypoint to internally add, delete, and update programs, activities, and news. Templated program pages allow core information to remain consistent across nearly two dozen programs. Finally, on-brand design elements create uniformity in the design, while refreshed imagery and calls-to-action further enhance user experience.

Between launching in May 2024 and Dec 2024…

active users
0
page views
0
form submissions
0

Top Five Pages

Home – 37K
Jobs – 25K
Programs – 4.2K
Activities – 3K
Get Help – 2.7K

175th Anniversary

Waypoint was embarking on a monumental milestone in 2025. In celebration of its 175th Anniversary, Cookson worked with Waypoint on a new logo to mark evolution through the eras, combining the current branding with an essence of the past, present, and future. Additionally, we implemented a 175th website takeover, swapping branding and creating a historical timeline page through written and visual storytelling. We also developed a themed animation, letterhead, envelopes, and email signatures which will be used throughout the year.

Strategic communications and event management

Cookson Communications assisted with content creation and storytelling to bring awareness to Waypoint and its primary fundraising event, SleepOut. This came from writing compelling stories through press releases, op-eds, and media relations opportunities that aligned with organic and paid social and digital media efforts.

Local media placements shined a light in the community:

  • Live broadcast on local ABC affiliate that aired during multiple newscasts
  • Placement of articles in all major print outlets
  • Viewership reached 2,236,293 people
  • Advertising value equivalent of articles estimated to more than $20,000

“Partnering with Cookson Communications has been a truly collaborative experience. Their expertise spans communication strategy, graphic and web design, marketing, and public relations—but their real strength lies in their ability to listen. They take the time to understand our unique challenges and deliver solutions that perfectly align with our needs. Their thoughtful approach and commitment to results make them an invaluable partner.”

– Borja Alvarez de Toledo, Waypoint CEO & President