Advancing your Non-profit:
Making Marketing Work
June 10, 2014
Mission & History
 Food Gatherers exists to
alleviate hunger and
eliminate its causes in our
community.
 Founded in 1988...
Food Gatherers
The food rescue program and food bank serving Washtenaw
County
 A network: local, state and
national
 1in...
Food Gatherers’ programs
that serve children
 Summer Food Service
Programs – 5 sites
 “Good Food for You”: A
healthy foo...
Mail
Website/Social Media
Ads
Event Marketing
June 10, 2014
Corner Health Center
47 N. Huron Street
Ypsilanti, MI 48197
734.484.3600
www.cornerhealth.org
Facebook.com/cornerhealth
Tw...
The Corner’s Mission
To empower young
people, ages 12
through 21, to make
healthy choices now
and in the future by
providi...
Services
Health Care:
• Well Visits – Physicals and
Immunizations
• Sick Visits – Treatment for
Sore Throat, Asthma and
Ot...
Services
Integrated Mental
Health Care:
• Short-term Therapy
• Crisis Counseling
• Psychiatry
• Stress Management
• ADHD
•...
Services
Support:
• Insurance Application
Assistance
• Counseling for Healthy
Living
• Weight Management
• WIC (Women, Inf...
Services
Education and Youth
Programs:
• Community Workshops
• Youth Leadership Council
• Theatre Troupe Peer
Education Pr...
2013 Patient Data
• 1,400 patients treated
• 5,600 visits
• 14,000 clinical
services provided
• 89% patients at or
below t...
June 10, 2014
June 10, 2014
For nonprofits, marketing is an
issue of stewardship.
June 10, 2014
Michigan Marketing Minds
Next Program:
July 8th
Summer Marketing Workshops
June 10, 2014
Logo Before Rebranding
In use from
1999 - 2009
Before Rebranding
Before Rebranding
Old Poster Old Brochure
Brand Attributes
YOUTHFUL
RESPECTFUL
TRUSTWORTHY
WELCOMING
FRESHFRESH
FRESH
TEEN-FRIENDLY
TEEN-FRIENDLY
ENTHUSIASTIC
MULTI...
After Rebranding
Target Audiences
After Rebranding
After Rebranding
After Rebranding
After Rebranding
New Poster
New Brochures
After Rebranding
Corner Billboard
After Rebranding
Facebook.com/cornerhealth
Twitter.com/thecornerhealth
www.cornerhealth.org
23
51
31
105
38
0
24
47
39
122
24
2
11
51
35
115
12
1
Advertising Community
Agency
Online Family/Friend Other Theatre
Trou...
Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit
Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit
Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit
Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit
Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit
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Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit

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Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit

  1. 1. Advancing your Non-profit: Making Marketing Work June 10, 2014
  2. 2. Mission & History  Food Gatherers exists to alleviate hunger and eliminate its causes in our community.  Founded in 1988 by Zingerman’s Deli  First food rescue program in Michigan and among the first six in the United States  Member of Feeding America
  3. 3. Food Gatherers The food rescue program and food bank serving Washtenaw County  A network: local, state and national  1in 7 people struggle with Hunger in Washtenaw County (46,850)  21% of those we serve are kids (10,060 kids)  Fresh Matters: 55% of total distribution is produce, protein or dairy
  4. 4. Food Gatherers’ programs that serve children  Summer Food Service Programs – 5 sites  “Good Food for You”: A healthy food distribution at local schools – 5 sites  Community Kitchen Job Training Program – 2 sessions a year  A network of 150 non-profit programs that serve families with children
  5. 5. Mail
  6. 6. Website/Social Media
  7. 7. Ads
  8. 8. Event Marketing
  9. 9. June 10, 2014
  10. 10. Corner Health Center 47 N. Huron Street Ypsilanti, MI 48197 734.484.3600 www.cornerhealth.org Facebook.com/cornerhealth Twitter.com/thecornerhealth
  11. 11. The Corner’s Mission To empower young people, ages 12 through 21, to make healthy choices now and in the future by providing high quality primary health care, education and support for adolescents and their children without regard to income level. Medical Director, Kathryn Bondy Fessler, MD, PhD, cares for a patient and her baby.
  12. 12. Services Health Care: • Well Visits – Physicals and Immunizations • Sick Visits – Treatment for Sore Throat, Asthma and Other Illnesses • Reproductive Health – Birth Control, STD Treatment, HIV Testing and Pregnancy Care • Care for Children of Young People Under 22 Uche George, MD, with a patient.
  13. 13. Services Integrated Mental Health Care: • Short-term Therapy • Crisis Counseling • Psychiatry • Stress Management • ADHD • Eating Disorders • LGBTQ Support Social Worker, Catie Martin, LMSW, counsels a patient.
  14. 14. Services Support: • Insurance Application Assistance • Counseling for Healthy Living • Weight Management • WIC (Women, Infants, and Children) Supplemental Food Program • Food Pantry Patient Advocate, Lori Partin, assists a patient.
  15. 15. Services Education and Youth Programs: • Community Workshops • Youth Leadership Council • Theatre Troupe Peer Education Program • Classes in fitness, nutrition, parenting, childbirth, breastfeeding, and infant safe sleep • Stress Management Group Theatre Troupe performance on dating violence
  16. 16. 2013 Patient Data • 1,400 patients treated • 5,600 visits • 14,000 clinical services provided • 89% patients at or below the poverty level • No one turned away for inability to pay
  17. 17. June 10, 2014
  18. 18. June 10, 2014
  19. 19. For nonprofits, marketing is an issue of stewardship.
  20. 20. June 10, 2014
  21. 21. Michigan Marketing Minds Next Program: July 8th Summer Marketing Workshops
  22. 22. June 10, 2014
  23. 23. Logo Before Rebranding In use from 1999 - 2009
  24. 24. Before Rebranding
  25. 25. Before Rebranding Old Poster Old Brochure
  26. 26. Brand Attributes YOUTHFUL RESPECTFUL TRUSTWORTHY WELCOMING FRESHFRESH FRESH TEEN-FRIENDLY TEEN-FRIENDLY ENTHUSIASTIC MULTICULTURAL NONJUDGEMENTAL COMPASSIONATEDIGNITY CONSIDERATE CONVENIENT SUPPORTIVE CONFIDENTIAL ETHICAL EASY-TO-USE APPROACHABLE EXPERIENCED SAFE Brand Attributes RESPONSIVE
  27. 27. After Rebranding
  28. 28. Target Audiences
  29. 29. After Rebranding
  30. 30. After Rebranding
  31. 31. After Rebranding
  32. 32. After Rebranding New Poster New Brochures
  33. 33. After Rebranding Corner Billboard
  34. 34. After Rebranding Facebook.com/cornerhealth Twitter.com/thecornerhealth www.cornerhealth.org
  35. 35. 23 51 31 105 38 0 24 47 39 122 24 2 11 51 35 115 12 1 Advertising Community Agency Online Family/Friend Other Theatre Troupe New Patient: How did you hear about us? FY13 Q4 FY14 Q1 FY14 Q2 Source: Athena New Patient Registration Jul 1, 2013 – Mar 31, 2014

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