Challenge:
Multi-faceted: Overcoming years of branding some Portland Rescue Mission programs individually instead of branding them under the Portland Rescue Mission umbrella; Overcoming community impression that they were just a soup kitchen or a homeless shelter; Raising donations during a recession.
Solution:
We collaborated with the client to create a cohesive campaign strategy that was carried across into advertising and all internal programs; We established some key media partnerships to stretch advertising dollars and break through to the community in a meaningful way.
This strategy was “Give something more… more than a meal, more than a bed, give HOPE!” We renamed their fundraising radio thon campaigns, formerly “Feed the Hungry” to “Give Hope.”
For the Drive Away Hunger program, which many consumers didn’t recognize as an extension of PRM, we carried the Give Something More concept into that campaign and included PRM’s logo in all materials and advertising. We also created new events with our media partners and secured multiple news stories and interviews as well as additional media‐related promotions.
We worked with a local celebrity (Katie Harman, Miss America 2002) to continue the branding across all programs. In the past she had only been associated with the Drive Away Hunger program. We were able to secure her an interview on KINK that was played during the radio thons as well as an interview on KATU’s AM Northwest. She was also the spokesperson in all TV advertising as well as at the annual fundraising banquet.
Results: We were able to maintain the average funds raised during the holidays in to what had been raised in previous years. We were also able to help tie together in the mind of the community the different programs that Portland Rescue Mission provides as well as help overcome the labels that PRM is just a soup kitchen or a shelter. Portland Rescue Mission provides recovery programs to end homelessness and help guests begin a new life.
Through powerful creative, strategic partnerships and a well-negotiated media buy, the community at large was moved to donate and help support PRM’s programs even in the midst of an economic crisis.
