Rebranding pays off.

An integrated identity program was long overdue for Porter-Leath Children's Center. Although this organization was celebrating its 150th anniversary, public awareness of its mission was virtually non-existent and consequently, fund-raising efforts were well below needed levels.
    Starting with the annual report, a new logo celebrating the 150 years of service to the community was unveiled. Pro-bono advertising space was obtained in various local publications. Public relations efforts resulted in articles, radio interviews and remote broadcasts, and television stories. A direct-mail solicitation program was instigated. A high visibility billboard space was provided pro-bono by a regional outdoor media company.
    The advertising message was straightforward: Help us. Help children. Help Memphis.

This message and a emotional photo of a child kissing a foster grandparent volunteer were consistently used across all pieces. Costs for this campaign were kept to a minimal level by soliciting pro-bono donations and/or greatly reduced pricing from printers and other vendors.
    In total, over $500,000 in direct contributions were raised and public awareness was significantly increased.
Life is like a butterfly.

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