CLIENT: CarePath
Having provided services to seniors for 25 years, the Park Slope Geriatric Day Center saw that baby boomers with aging parents didn’t know where to turn for help. They decided to launch an earned income venture providing paid consulting services. Red Rooster Group provided a continuum of marketing services to launch the enterprise, including naming, branding and marketing.
Name & Tagline Summarize the Service
We did extensive research to assess the viability of this earned income venture, interviewing 30 people including professional senior care managers, other community groups and care givers. After developing the parameters for the brand, generated names for the new service that would help it to stand out and quickly communicate the goal – providing direction and advice for people caring for a senior. We developed the name CarePath with the tagline: Charting a course of care for seniors and their loved ones.
Store Design Establishes the Brand in the Community
To create accessibility and be a part of the neighborhood, the agency rented a storefront in Park Slope, Brooklyn. Red Rooster Group helped to transform the empty space into a welcoming environment through the design of the exterior signs, graphics for the windows, color scheme and interior layout.
Brochures and Business Cards
Since the agency’s budget didn’t allow for a mass marketing effort directly to consumers, we focused on targeted referral sources – geriatric doctors, elder care attorneys and other hospital staff that worked with seniors. We researched and acquired the lists of those audiences in the local zip codes, wrote the direct mail letters, designed and produced the brochures, and supervised the mailings. Fold-over business cards were produced as mini brochures that could be left in other professionals’ offices unobtrusively.
Ads and Posters Reach Care-Givers
The direct-to-consumer promotion consisted of advertising in local newspapers, some public relations outreach and designing posters for the agency’s fleet of mini buses used to transport seniors.
Links
- See more examples of nonprofit branding.
- Contact Red Rooster Group to learn about branding and design for your organization.
Red Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, fundraising, and communications effectiveness. Contact us at info@redroostergroup.com.