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 communications 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.