The Baltimore Station is an innovative therapeutic residential treatment program supporting veterans and others who are transitioning through the cycle of poverty, addiction, and homelessness to self-sufficiency.
While The Baltimore Station had been in existence for nearly 25 years, many members of the Baltimore community had not been aware of the organization or the men whose lives have been turned around as a result of the program. The organization was looking to build awareness of The Baltimore Station amongst current and potential target audiences as well as increase community involvement and fundraising dollars.
Since 2011, Profiles has worked with The Baltimore Station to develop and implement an ongoing communications strategy, which includes the following tactics:
- Branding and Messaging: In 2011, Profiles performed a series of internal and external interviews with target audiences to determine current perceptions of the organization and which messages resonated most profoundly. Using this research, we created a new messaging platform, logo and tagline “We Turn Lives Around.”
- Public Relations: Profiles develops and initiates a comprehensive media relations program that highlights that organization’s mission and people, programs, events and activities.
- Social Media: Profiles created and continues to maintain a social media presence for The Station, which currently includes Facebook and Instagram.
- Fund Development: Profiles developed a comprehensive fund development plan to target specific audiences (e.g., veterans and millennials) and reaches them through customized annual appeal letters and mailings, special events and facility tours. Profiles also created a third-party fundraising guide and an updated corporate sponsorship package.
- Special Events: Profiles has provided event planning strategy, support and implementation for a number of The Baltimore Station’s special events including planning and logistics, promotion, materials and signage development, and more.
- Branding and Messaging: Since the organization’s re-brand, there is increased name recognition and knowledge of The Baltimore Station, which has ultimately increased support from donors and volunteers.
- Public Relations: Since 2011, Profiles has secured over $350,000 worth of editorial coverage for The Baltimore Station in local print, online and broadcast outlets.
- Social Media: In 2014, Profiles doubled the number of The Station’s Facebook “likes” to almost 1,000 followers. Additionally, we promoted the organizations’ participation in the Home Depot’s “Aprons in Action” social media contest, where The Station earned over 10,000 votes, earning $5,000 in support for the organization.
- Fund Development: As a result of our fund development work on behalf of The Baltimore Station over the past three years, the organization’s funding has increased by 25 percent in the first year and approximately 15 percent each subsequent year.
- Special Events: Attendance at and financial support for all of The Baltimore Station’s events has increased over the years, including selling out the annual Homerun for Recovery event and exceeding the Silver Celebration of Second Chances’ corporate sponsorship goal by 20 percent.
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