Branding Presentation Robin Horne Casa Pacifica

19
Comprehensive Branding and Online Presence STEVEN ELSON, PH.D., CHIEF EXECUTIVE OFFICER ROBIN HORNE, NEW MEDIA MANAGER CASA PACIFICA CENTERS FOR CHILDREN & FAMILIES 2015 OPEN MINDS CA MANAGEMENT BEST PRACTICES INSTITUTE HOW TO USE YOUR WEBSITE & SOCIAL MEDIA TO YOUR ADVANTAGE

Transcript of Branding Presentation Robin Horne Casa Pacifica

Page 1: Branding Presentation Robin Horne Casa Pacifica

Comprehensive Branding and Online Presence

STEVEN ELSON, PH.D. , CHIEF EXECUTIVE OFFICER

ROBIN HORNE, NEW MEDIA MANAGER

CASA PACIFICA CENTERS FOR CHILDREN & FAMILIES

2015 OPEN MINDS CA MANAGEMENT BEST PRACTICES INSTITUTE

HOW TO USE YOUR WEBSITE & SOCIAL MEDIA TO YOUR ADVANTAGE

Page 2: Branding Presentation Robin Horne Casa Pacifica

“A brand is no longer what we tell the customer it is… it is what customers tell each other it is.”

Page 3: Branding Presentation Robin Horne Casa Pacifica

We meet kids and families at the most challenging times of their lives and help them overcome some of life’s most difficult circumstances –

abuse and neglect, complex emotional and behavioral issues, and family crises. We restore hope, help children find joy in daily living, and improve families’ chances at making a better life for themselves

and at finding a place in their community where they can be successful. Casa Pacifica is committed to children unconditionally

over time and through all of life’s ups and downs.

Headquartered on a rural 24-acre campus five miles from the Pacific Ocean, Casa Pacifica serves abused and neglected children and

adolescents, and those with severe emotional, social, behavioral, and mental health challenges. Our primary service area is California’s

Central Coast, but referrals come from all over.

Page 4: Branding Presentation Robin Horne Casa Pacifica

Key Branding Strategies

• Brochures

• Campus Tours

• Community

• Electronic Blasts

• Event Promotion

• Events

• News Articles

• Presentations

• Public Service Announcements

• Radio Ads

• Social Medias

• Trained Staff

• TV New Interviews

• Videos

• Websites

Our overall online presence strategies include not only website and social media efforts but additional key marketing tools such as on-campus tours and community events.

We’ve been able to effectively support these additional efforts considerably through use of our increased online platforms such as our social medias.

Page 5: Branding Presentation Robin Horne Casa Pacifica

Website Redesign Launch In preparation of anticipated growth and the launch of our Capital Campaign, we launched our redesigned website in late 2011 to great reception.

The site was awarded for Best Non-Profit Website by the Web Marketing Association and also Best In Class for Charity by the Interactive Media Awards for site content and usability including easy online donations.

www.casapacifica.org

Page 6: Branding Presentation Robin Horne Casa Pacifica

Website Donation & Volunteers The website relaunch also focused on providing an easy online avenue to give donations, learn about planned giving or to volunteer.

We are developing strategies to continue to increase online donations.

Page 7: Branding Presentation Robin Horne Casa Pacifica

Social Media – Facebook In addition to our website redesign, we launched a full-scaled social media campaign with the goal to reach and cultivate not only stakeholders but a much wider regional audience.

Our social media efforts include public education about Casa Pacifica’s programs and services, upcoming fundraising events, pertinent news and activities.

Facebook – Casa Pacifica

Page 8: Branding Presentation Robin Horne Casa Pacifica

Casa Pacifica

CPWFB Festival

Casa Pacifica Amigos

Archie The Therapy Dog

We have launched and maintain ten different Facebook pages including three program focused pages and two for our volunteer auxiliary groups “The Casa Pacifica Amigos” and “The Casa Pacifica Angels”.

Our premier fundraising event The Casa Pacifica Wine, Food & Brew Festival page has seen a 590% increase of viewers since 2011 and become a principle tool in our pre and post event advertising.

Foster Family Agency Casa Pacifica C.I.T.Y.

Social Media – Facebook

Casa Pacifica

Page 9: Branding Presentation Robin Horne Casa Pacifica

Social Media – Facebook Metrics With the use of Facebook Insights reports, we have been able to determine:

• the best times to post for widest audience reach

• content popularity

• best frequency for posts

• which medias succeed to our particular demographics

Page 10: Branding Presentation Robin Horne Casa Pacifica

We also began to organize our online videos through the use of You Tube’s “Video Channel”.

This has exposed a visual “behind the scenes” peek of Casa Pacifica to existing and new supporters alike.

Social Media – You Tube

Casa Pacifica You Tube Channel

Page 11: Branding Presentation Robin Horne Casa Pacifica

Another social media platform that we utilize is Linked In.

We’ve seen a very steady organic growth in the number of followers on Linked In and engagement on our Linked In posts.

Social Media – Linked In

www.linkedin.com/company/casa-pacifica

Page 12: Branding Presentation Robin Horne Casa Pacifica

Social Media - Twitter Our next online presence goal is to continue to increase our Twitter followers base by posting and re-sharing more frequent tweets.

We have Twitter accounts for both Casa Pacifica and our premier fundraiser Casa Pacifica Angels Wine, Food & Brew Festival.

Twitter – Casa Pacifica

Page 13: Branding Presentation Robin Horne Casa Pacifica

Pinterest Boards

Instagram

Broadening our online media reach, we added Pinterest and Instagram pages for both Casa Pacifica and our popular Casa Pacifica Angels Wine, Food & Brew Festival. These platforms have helped us especially reach and increase our fundraising event demographic.

All of our social medias have helped to cultivate donors, event participants, volunteers and increase exposure to much wider regional and state-wide audiences.

Social Media – Instagram and Pinterest

Page 14: Branding Presentation Robin Horne Casa Pacifica

To keep our agency staff up-to-date on public relation efforts and internal communications, we utilize an internal website by Sharepoint.

These announcements are visible to employees as they open their computer for use daily. Maintained daily, our announcements enable all staff members to be well-informed of the latest internal and external news, events and information particularly as they engage with a variety of community members.

Sharepoint Intra-Net “We Are All Casa Pacifica Marketers”

Page 15: Branding Presentation Robin Horne Casa Pacifica

Website - Archie The Therapy Dog In 2012 we also relaunched our popular therapy dog “Archie The Therapy Dog” website.

The site included a store with Archie products as part of our sustainable efforts and also to provide our kids with job opportunities.

www.archiethetherapy.dog

Page 16: Branding Presentation Robin Horne Casa Pacifica

Website – Kids’ Holiday Wishes

Archie’s Website

We relaunched the “Kids’ Holiday Wishes” website to help support our regionally popular “dove ornament wishes” – the gifts our children wish for during the holiday season.

It has been a great tool to promote the ornaments wishes and family wish baskets for local families in need during the holidays.

www.cpkidswishes.org

Page 17: Branding Presentation Robin Horne Casa Pacifica

Website – The Casa Pacifica Angels Wine, Food & Brew Festival

We have also recently relaunched our popular fundraiser site “The Casa Pacifica Angels Wine, Food & Brew Festival” in effort to better support our device-carrying audience’s needs.

Most of our festival tickets are purchased through the site as well as our exhibitor registrations. All of our sites include social media links for increased networking.

www.cpwinefoodbrewfest.com

Page 18: Branding Presentation Robin Horne Casa Pacifica

Website – Electronic Blasts (E-Blasts) We also support our fundraising or educational messages with electronic blasts (E-blasts). We use cultivated email lists comprised of approved Casa Pacifica supporters.

We’ve found our blasts to be an invaluable tool in getting our messages in the direct view of our busy constituents.

Page 19: Branding Presentation Robin Horne Casa Pacifica

Text Message Marketing We support our fundraiser silent auctions with the use of text messages through a third party.

We have also previously used Mobile Cause and continue to explore alternative text messaging systems.