We Can End Hunger. Together.
Expanding the impact of a local community outreach
Manna House (MH) is a nonprofit community outreach organization that serves those in need in Ellis County. Clients of Manna House can receive food through the pantry, as well as help with medication, utilities, and occasionally direct financial assistance. Manna House is funded through grants and donations from local churches, businesses, and individuals. Manna House’s goal is to give families a helping hand, empowering them to rise above the immediate crisis with a sense of dignity. Manna House is dedicated to serving the physical, emotional and spiritual well-being of people in crisis. Manna House strives to bring hope, encouragement and stability for a stronger, healthier community.
Manna House was relocating from a downtown building where they had been doing business for the past 15 years, to a brand new 6,000 square foot facility on the other side of town. Along with wanting clients to be aware of their physical move, they wanted to use this exciting new opportunity to refresh their brand. New look, new locale. So how do we inform the public of their relocation and announce their fresh new look, ensuring that there would be no disruption to existing services? In addition, this new brand had to resonate with the community and target audience, while providing room for growth as they expanded their service offerings.
In order to spread the word and get the community involved in the relocation, we leveraged a variety of marketing initiatives.
- A new tagline was developed to be used across the campaign – “We Can. Together.”
- We leveraged Facebook events to inform community members and clients of the relocation.
- An open house event served as the perfect introduction to the new building and gave visitors a first glimpse at the new brand.
- Targeting key personnel was important, so we invited community leaders and past supporters of Manna House, along with the general public.
- We increased our email database by tracking all attendees through registrations.
To refresh the Manna House brand, we first met with staff and board members to establish the vision and goals for the organization and the brand. We used the “We Can. Together.” tagline and developed a specialized campaign centered around it. The purpose and direction of this campaign was to inform the public of the upcoming expansion, increase community support, and communicate the mission of “giving families a helping hand, serving the physical, emotional and spiritual well-being of people in crisis, and bringing hope, encouragement and stability to those in need.” A new logo was also developed that kept classic elements from the old logo, but embodied a clean, new look and feel.
Our creative team developed a 3-part video series focusing on the relocation, the clients, and the volunteers that we pushed out on social media and showed at the open house event. A new social media campaign was utilized which also centered around the new tagline, as well as a rack card that showed last year’s impact and how individuals could help by donating.
Over 200 guests attended the open house including city officials from Midlothian, Venus, Waxahachie and Ovilla. Other open house attendees included local businesses, community leaders, major supporters, school district administration, past donors and volunteers, and select clients.
The 3-part video series was well-received and reached over 30,000 people between the YouTube page and the social media campaign.
The new image, logo, tagline, messaging, and marketing collateral resonated both internally with the staff and board, as well as the general public.