Victim Services of Peel Case Study


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Victim Services of Peel Case Study

  1. 1. 905.275.2220 5thbusiness.comVictim Services of PeelVictim Services of Peel is a not-for-profit charitable organization that providesimmediate crisis intervention and related services and programs to help victimsovercome the struggle of domestic violence, crime or tragic circumstance.It was founded in 1985 through the collaborative efforts of Peel Regional Police,Region of Peel Social Services, the Ontario Ministry of Community and SocialServices, and the Social Planning Council of Peel. It is the only agency of itskind to provide round-the-clock crisis support to the Peel communities of Bramptonand Mississauga.their challengeAs a not-for-profit organization serving citizens in need in one of the fastest-growing regions in Canada, Victim Services recognized the need to increaseawareness of its services in order to better engage donors, funders and thecommunities it supports. It operates in a highly diverse, multicultural environmentwhere English is not the first language for 50% of residents. Compounding thisoutreach challenge is that for some residents there exists a cultural toleranceof domestic study Victim Services of Peel 1
  2. 2. our strategy5th business® responded to these objectives with a strategy to redefineand reposition the Victim Services brand and highlight key messages aroundthe prevalence of domestic violence and other issues, the vital need to provideassistance (both crisis intervention and ongoing support) and the benefits thatVictim Services provides to the community in terms of helping to rebuild lives.These would be conveyed through wide-ranging marketing and communicationsdesigned to effectively engage the community, taking into consideration itscultural diversity and distinct needs. Using Intercept Research and conductingfocus groups, we looked at several areas within Peel Region, segmenting themaccording to statistically viable demographics. This insight enabled us todetermine target audiences and better understand why people and organizationsmight not donate, and what might encourage them to do so. We learned thatmost people in the Region of Peel did not consider domestic violence – one areawhere crisis interventions and ongoing support is provided – to be an issue, intheir view it was something that happened somewhere else. With this in mind, amessaging platform was designed to bring this important issue to the forefront tobuild awareness and change attitudes, specifically towards domestic violenceand the important role played by Victim Services in the life changing, and oftenlife-saving work that they study Victim Services of Peel 2
  3. 3. our work5th business® developed brand messaging and a targeted campaign andconducted focus group testing to confirm impact and relevance. A tacticalthree-year marketing and communications plan was also designed andimplemented. Our research had found that not only was domestic violence notperceived as an issue in the community, but also that people at risk were unawareof the help available through Victim Services of Peel. In addition, the researchshowed that due to low brand profile, the organization did not rank highly onPeel’s list of preferred charities.Given the correlation between greater awareness of domestic violence andincreased donations and support, our campaign centred around dramaticmessaging and images that together communicated the realities of domesticabuse, traumatic accidents, and violent crimes and the need to take action bysupporting Victim Services of Peel. The campaign was based on the centralmessage and new tagline, “Help. Healing. Hope.” Its memorable simplicity andevocative encapsulation of the desired process and result for victims of crimeand tragedy served as a strong textual anchor for the new brand.The marketing plan was executed via an array of tactics including:• A corporate brochure and sponsorship brochure• A corporate website and event website (Chef Challenge)• An enewsletter• Outdoor as well as interior and exterior transit ads — 5th business was able to negotiate more than $400,000 of gift-in-kind advertising on behalf of Victim Services of Peel• A still for local cable TV• Creation and distribution of news release in Peel Region announcing the launch• Development of an 8,000-piece direct-to-consumer mail campaign specifically targeting previous Victim Services donors as well as other potential donors in Peel Regioncase study Victim Services of Peel 3
  4. 4. case study Victim Services of Peel 4
  5. 5. resultsThe new brand campaign was highly successful for Victim Services of Peel.Since the campaign’s inception, the organization has significantly increasedawareness throughout the region of the exposure gained through the outdoorcampaign, direct mail campaign, media coverage etc. The organization alsolaunched what has become an annual, marquee fundraising event, The CelebrityChef Challenge, which has grown in popularity and attendance to the pointthat it is now a major funding source. Most importantly, Victim Services has beenable to secure channels of permanent funding to support the continued deliveryof its services to the community. 5th business® is especially proud of the fact thatthe website development for Victim Services of Peel earned a Gold ASTRIDAward in 2008 for best not-for-profit website.The success of the campaign and repositioned brand has enabled Victim Servicesof Peel to move beyond its original messaging and campaign strategy of help tofocus on the outcome messages of healing and hope.With high levels of client-intake and volunteer engagement – due to increasedawareness of services versus increased incidence – the brand has beenadvanced to showcase benefits and outcomes of victims being supported by theorganization, rather than focusing on the social issues themselves. New creativehas been developed including a campaign, website and other materials thatshowcase clients in post-traumatic scenarios versus trauma scenarios from theprevious study Victim Services of Peel 5