Stoneford
Launching Cedar Health Alliance for churches — and unifying the broader Stoneford story.
Stoneford is a multi-brand financial and benefits ecosystem serving churches, families, and institutions across health, retirement, insurance, investments, tax/CFO, and estate planning. We helped them launch Cedar Health Alliance — their proprietary church health plan — without confusing existing clients, and built the messaging and marketing engine for the broader ecosystem.
- Brand & Messaging
- Marketing Planning
- Product Launch
- Collateral & Materials
- Ongoing Marketing
/ 01 The challenge
Stoneford sits at the center of a complex ecosystem — health, retirement, insurance, investments, tax and CFO, estate and governance, and impact capital. They had built a genuinely differentiated church benefits product (Cedar Health Alliance) for churches and faith-based nonprofits, and needed to launch it without confusing their other clients or making the whole ecosystem harder to navigate. At the same time, they needed marketing strategy and execution for every other part of the business.
/ 02 The approach
We treated this as both a positioning and a launch execution problem. First, we mapped Stoneford's full ecosystem and how each kind of client first encounters the brand. Then we developed messaging for the Cedar Health Alliance launch and for Stoneford as a whole, so the product and the ecosystem read as one coherent story. From there we built marketing materials that aligned across brands and worked closely with the team to target the right audiences for each piece.
/ 03 The outcome
A unified, church-specific narrative for Cedar Health Alliance that differentiates it from generic group health plans and makes its multi-partner architecture feel safe and navigable. Launch-ready collateral — organizational brief, benefit guide, quick-start handout, team introduction, webinar messaging — that Stoneford can reuse across regions and denominations without reinventing the story each time. And a clearer on-ramp into the broader ecosystem, where CHA becomes the first high-value relationship that naturally leads into retirement, insurance, CFO, and impact capital conversations over time.
The ecosystem behind the launch
Stoneford isn’t a single business with a single message — it’s an ecosystem of financial and benefits brands serving churches, families, and institutions. The work we did for Cedar Health Alliance had to land cleanly as its own launch, but it also had to make the broader Stoneford story easier to understand, not harder.
We mapped the full ecosystem first — health, retirement, insurance, investments, tax and CFO, estate and governance, impact capital — and identified how each potential client tends to first encounter the brand. That map became the foundation for everything downstream: how we positioned CHA, how we wrote the launch collateral, and how we sequenced campaigns so the right audience saw the right brand at the right moment.
Launching Cedar Health Alliance
Cedar Health Alliance is Stoneford’s proprietary church-plan health solution, built to stabilize and reduce healthcare costs for churches and faith-based nonprofits. The product is genuinely differentiated. The launch challenge was making sure the church leaders and staff it serves could feel that on first contact — without getting tangled in the multi-partner architecture behind the scenes.
We led with a church-specific narrative grounded in what church leaders actually deal with: rising premiums, staff retention, and the fiduciary weight of choosing benefits. The launch materials roll out from that core story:
- An organizational brief that gives leadership a clear, honest read on the program
- A benefit guide that demystifies what the plan covers and how it works
- A quick-start handout for staff and HR points-of-contact
- A team introduction that puts faces and credentials on the people behind the plan
- Webinar messaging and supporting copy for events and outreach
The collateral is built to be reused. Stoneford can roll CHA into new regions and denominations without rewriting the story every time.
Why this work matters
For Stoneford, clarity isn’t cosmetic. It’s the bridge between genuinely better products and the people they serve.
For Tic Tac Toe Marketing, this engagement shows what we do best. We make complex ecosystems feel simple and human. We translate multi-partner, multi-brand structures into a single coherent story. And we equip teams with the assets they need to win trust in conservative, high-stakes markets like church benefits.