Casa Pacifica utilizes a comprehensive branding and online presence strategy including websites, social media platforms, e-blasts, and text messaging to promote their services and fundraising efforts. Their re-designed website and increased use of platforms like Facebook, YouTube, LinkedIn, and Twitter have helped support on-campus tours, community events, and increase exposure to donors, volunteers, and regional audiences. Analytics from platforms like Facebook Insights help optimize their approach. Their strategy aims to keep staff and supporters informed while cultivating new relationships.

1. 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

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

3. 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.

4. 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.

5. Website Redesign LaunchIn 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

6. Website Donation & VolunteersThe 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.

7. 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

8. 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 AgencyCasa Pacifica C.I.T.Y.
Social Media – Facebook
Casa Pacifica

9. Social Media – Facebook MetricsWith 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

10. 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

11. 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

12. 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

13. 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

14. 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”

15. 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

16. 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

17. 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

18. 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.

19. 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.