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 branding and messaging; public relations; fund development; special events; and social media.
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.” PROFILES maintains a comprehensive media relations program that highlights that organization’s mission and people, programs, events, and activities, in addition to managing a strategic social media presence for The Station, which currently includes Facebook and Instagram.
PROFILES also 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. The PROFILES team 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.
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. In addition, PROFILES has secured over $350,000 worth of editorial coverage since 2011 for The Baltimore Station in local print, online and broadcast outlets. 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 of the organization.
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. 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.