Rebuilding Together Alexandria

Situation
Summary background of the organization
Within the Alexandria community, Rebuilding Together works with low-income homeowners to revitalize and maintain their property through volunteer efforts.

Obstacles
The communication challenges faced
To improve participation and cash flow, Rebuilding Together sought to increase general awareness about the organization and its programs among its potential volunteer and donor audiences.

Solution
The steps and solution taken by the CreateAThon team
The team first focused on a brochure featuring illustrative quotes, an emphasis on strong imagery of finished products, and affective titles to draw in reader interest. In addition, a Thank You postcard was designed for recent donors as well as some minor improvements to the interior of the web site, improving its consistency and visuals.

The consulting team worked with the client to estimate brand awareness, evaluate current communication methods, and assess planned marketing programs. After determining that brand messaging did not resonate with core consumers, the team recommended a complete repositioning of the brand to make it more relevant to the target audience. The team assessed the effectiveness of marketing programs, identified numerous reasons why the message was not filtering down to the intended target audience, and recommended simple marketing programs and multiple delivery vehicles that better fit the unique characteristics of the target audience. The team also recommended reducing the total number of programs to increase effectiveness and reduce total cost.

A note from our client
“Incredible! Unbelievable! I can’t believe they did this in 24 hours. Basis helped us think outside the box and focus on key audiences. They gave me a lot of things to think about, including inexpensive ideas.”
Catherine Sanders, Executive Director

Learn about another awareness campaign from Basis