Family Resource Center

Situation

One of Missouri’s largest famly counseling agencies, the Family Resource Center provides therapeutic, educational and support services to nearly 10,000 children and parents annually. While undergoing changes in organizational structure and facing economic pressure to improve sustainability, the organization had a weak brand presence. Additionaly, the annual giving program operated independently of development and┬ácommunications team planning.

Goal

Provide communications audit and marketing assessment. Study name change and refresh dated branding. Utilize cross marketing to build organizational awareness among multiple audiences.

Strategy

Retain equity in existing name, create fresh brand identity and refocus energy toward organizational awareness and annual giving. Create a public relations and special event launch to build awareness and lift the brand by hosting a donor reception with Sapphire, author of Precious, prior to her lecture at University of Missouri St. Louis. Secure media coverage and deliver email blasts to stakeholders and partners for the event.

Impact

Created refreshed, colorful brand presence to support mission and strategic direction. Integrated donor communications and annual giving. Gained media attention at special event.

Category

Stewardship Solutions