CASE STUDY
Village Capital
Village Capital's mission is to unlock early-stage social and financial capital for entrepreneurs building emergent solutions for environmental, social, and economic challenges around the world.
BRAND VOICE | WEB COPY | THOUGHT LEADERSHP & BLOG ARTICLES | SOCIAL MEDIA | SITE CONTENT | NEWSLETTERS
Shifting the Narrative Toward Inclusive Entrepreneurship
THE GOAL
Over the past decade, VilCap has grown significantly, expanding and diversifying its offerings based on the market need. The Communications and Branding team is continuously evolving its efforts to create more strategic, data-driven, and real-time content. One goal, in particular, is to build more trust and credibility to advance VilCap's position as a thought leader.
I've supported VilCap through dozens of projects. One I am particularly passionate about is their Health Equity Innovation program. This partnership with Johnson & Johnson Impact Ventures supports startups addressing systemic inequities in the US healthcare system. The team sought my help in writing a compelling Op-Ed to drive media coverage and raise impact investor awareness of opportunities in healthcare innovation.
THE RESULTS
The Op-Ed article published in Impact Alpha amplified the effectiveness of health innovation startups to investors, showcasing VilCap's role as a trusted partner both in facilitating their growth and advancing systems-level change.
Beyond this project, other copy- and content-writing initiatives, including industry reports, blog articles, website copy, and social media campaigns continue to advance VilCap's thought leadership.
I'm thrilled to continue collaborating with VilCap to support its mission, advance the organization as a thought leader, and authentically engage its growing community of supporters through impact storytelling.
Maddie brings a thoughtful and detail-oriented approach, leveraging data-driven messaging to connect with our target audiences and genuinely engage them.
Sofia Candano, Global
Comms & Branding Director, Village Capital
THE PROCESS
One of the things I love most about working with VilCap is their deeply collaborative approach. Each project begins with clear alignment to the specific goals and objectives, and includes regular touchpoints along the way.
For this Op-Ed, I began by digging into research and interviewing founders, industry experts, and program leaders to highlight the real-world impact of startups advancing health equity in the US. Then, synthesizing pages of data-driven insights, I developed a strong point of view and a supporting narrative around investing in diverse, early-stage startups addressing non-medical social determinants of health to drive lasting, systems-level change. Knowing the article would be published in Impact Alpha, resonance with investors was critical.
I then drafted an outline, shared it with the team for alignment and input, and went to my happy place to write it. I shared the draft with both the VilCap and the Johnson & Johnson teams for additional feedback. With a few quick rounds of edits, the piece was ready to be published.
THOUGHT LEADERSHIP
Amplifying VilCap's Impact Through Creative Storytelling
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