Nonprofit Rebrand Case Study
THE PROJECT
Viewed by many in the community as only a domestic violence shelter, Premo Consultants was brought in to help CAPSEA raise awareness for the wide array of diverse services that they offer, which included things like medical and legal support, counseling, support groups, mandated reporter training, and community educational programs.
The project scope included a full rebrand, website redesign, content strategy, media and community outreach, fundraising campaign, and social media strategy
THE CHALLENGE
With little to no previous marketing support, the nonprofit had an outdated website with minimal content and a confusing user experience. The few marketing materials that existed had outdated content and a very basic design. The existing social media accounts were either inactive or focused on organizational announcements and little more. Premo needed to work with the very busy CAPSEA team to gather the necessary information on the organization, its history, and its plans for the future to draft materials that reflected the new brand but stayed true to who CAPSEA was as an organization.
THE DELIVERABLES
New Logo and Graphic Design Theme
Since CAPSEA was already a well-known community institution, we wanted to achieve a brand refresh that showed CAPSEA was stepping into a new chapter, but also reflected the identity they have established over the last 40 years. We also wanted to incorporate the purple and teal color scheme that represented domestic violence and sexual assault awareness, but in a manner that was softer, more tranquil, and more modern.
Marketing Materials
The Premo team worked closely with CAPSEA’s staff to write new concise and impactful content and to create influential leave behind materials for key referral agencies.
Content Creation
With limited access to marketing support prior to the hiring of Premo, CAPSEA had very little to no content created to describe and promote their services. Premo’s team of talented writers got to work researching and interviewing staff members and volunteers to learn more about the organization and the many ways it was supporting survivors of domestic abuse and violent crimes. We started from the ground up – identifying in great detail what content was needed, how it should be organized, who would be the best resource to interview, how the content could be used, and more.
Protection From Abuse (PFA) Educational Resource Page
A User-Friendly, Modernized Website
The new website included an updated site structure, a new design theme, fresh content, and improved contact forms to improve communications with the CAPSEA team. The new website prioritized the key purposes for the website: to tell CAPSEA’s story, to connect victims with resources quickly, to communicate the diverse services that CAPSEA offers, and to encourage volunteer involvement and donations.
Public Relations Support
The Premo team of PR experts worked with CAPSEA leadership to draft a press release announcing CAPSEA’s new rebrand, as well as its historic increase in demand for its services during the COVID-19 crisis, and its request for support from the community to recoup lost donations as a result of canceled fundraising events during the pandemic. A targeted media list and impactful pitch led to coverage in multiple print publications throughout Elk and Cameron Counties, as well as radio stations. Premo is continuing to support CAPSEA’s PR efforts and recently scheduled a call with the Wall Street Journal to discuss domestic abuse trends during the pandemic.
CAPSEA Calls for Aid as Domestic Violence Increases
CAPSEA Calls on Community to Meet ‘Soaring’ Demand in Domestic Violence Services
CAPSEA Announces Bold Efforts To “Double Down” On Community Outreach
THE RESULTS
“The women of Premo Consultants did an amazing job! I was blown away by what they were able to accomplish. They delivered above and beyond our highest expectations. They really took the time to listen to our team and to understand what the organization needed and, more importantly, what the abuse and crime victims we support needed.
Having the messaging and supporting data to succinctly explain what diverse services we provide, who we serve, how we have an impact on our community, and why donors should support CAPSEA has had a profound impact on our fundraising and community outreach efforts. The impact of their work continues to grow and we are so grateful for all they have done for our organization.”
Billie Jo Weyant
Executive Director, CAPSEA, Inc.
Social Media Plan and Implementation
Premo drafted and executed a full social media plan that included regular posting, increasing followers, and strategic engagement. Content ranged from motivational quotes, to donation thank yous, to CAPSEA service and impact statistics, and educational information to help raise awareness for domestic violence, sexual assault, etc.
Social media gives CAPSEA a chance to have more of a personality, which is critical for a trusted victim services agency. It allows CAPSEA to establish a stronger connection with the communities and the residents that it serves.