Turning data into dialogue
AARP needed to translate the data-rich performance metrics of its Turnkey Programs into on-brand storytelling to detail the success of its live and digital events. That’s where Stoke came in. We executed a human-first content strategy that amplified the value of the events, showed their community impact, and reinforced the strength of the AARP brand.
Project Type
Content strategy, design strategy, branding, content creation, corporate marketing
Client
AARP
Challenge
AARP’s Turnkey Programs historically presented its success in data-heavy infographics that lacked clarity and needed a stronger emotional connection. We simplified and refined the data, then paired it with real-life testimonials from Turnkey attendees, showcasing the human impact that mere numbers could not.
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“The Stoke Group immersed themselves in our organization’s data, culture, and goals to help us tell the story of AARP’s programs in a fresh way. The quality of the infographics and presentations developed by The Stoke Group for AARP’s Turnkey Programs team exceeded my expectations.”
— Katherine White, Senior Advisor, Turnkey Programs, AARP
Strategy
Turnkey Programs faced quarterly deadlines to deliver its results to executive stakeholders, and success in those meetings determined upcoming budgets. Under a tight deadline and faced with creating a net-new product, we dove headfirst into researching the Turnkey brand, interviewing SMEs, and translating volumes of data. We read dozens of transcripts and listened to hours of interviews to find the most compelling stories of Turnkey attendees.
During this discovery phase, we identified a more efficient way to help AARP conduct interviews at its events while the design team worked visually to humanize the brand within AARP’s signature style.
In total, we produced:
- Two PowerPoint presentations outlining the approach and impact of Turnkey Programs
- Six infographics detailing Turnkey issue areas such as Social Security and Caregiving
- One eBook on how to effectively capture emotional stories
- One guide on how to conduct interviews
- Two live video training webinars
Execution
We navigated compressed timelines and evolving data inputs to meet deadlines and exceed stakeholder expectations. The result: satisfied clients who were well-positioned to advocate for the value of their work.
“Working with The Stoke Group was a game changer for our Programs team. We enhanced our narrative by combining internal business performance and outcome impact data with the tangible experiences of our customers through their holistic stories of our programs’ impact on their lives.”
— Kieun Oh, Director of Turnkey Programs Operations, AARP
Impact
By leveraging the power of emotional storytelling, we helped AARP meet its goals of proving the impact and results of its Turnkey Programs. We partnered up again to share this success story with others in a session we hosted at Content Marketing World 2024.
In our session, “The ROI of Emotional Storytelling,” we featured our collaborative work with AARP as well as other modern case studies, proving the high-impact business results of leading with emotional human narratives. We also discussed how fostering trust and honest connections with customers were necessary foundations for successful marketing and profitable business.
The result
Highest attended session on the first day of the conference
98%
above average
attendance
Feedback
4.3/5
speaker score
2025
presentation invitation
The future of brand storytelling is centered on crafting authentic, transparent, and personalized narratives that drive buy-in and inspire the adoption of ideas. In today’s data-driven world, brands realize that storytelling isn’t just about presenting facts to sell a product — it’s about aligning with core values and vision to build deeper, more authentic connections with audiences, which, in turn, drive action.
Ready to capture the heart of your brand’s story? Let’s work together to craft a narrative that resonates and drives real results.