We first met one of the Trustees of the Leo Goodwin Foundation at the inaugural Boca Raton Concours d’Elegance. He was not only impressed with the adverting for the event, but at how hands-on we were with all other aspects of the event. He invited us to meet with the other foundation Trustees to discuss helping them market themselves. Okay, here is where the blast from the past comes in. As it turns out, one of our partners grew up living just behind one of the trustees and babysat for his daughter. Talk about a small world. It’s not often that a marketing direction can literally be based on the organization’s name. But, we were able to successfully convey the foundation’s mission by simply using its founder’s name in the positioning line, “By Doing Good, We All Win”.