Neighborhood house is an organization that serves the community of St. Paul and has been doing so for over a hundred years. Neighborhood House mainly serves immigrants and refugees, as well as anyone in crisis. They provide several programs and services that provide tools to live a successful life. As a team, we have created an integrated campaign of both public relations and advertising, to help foster knowledge about this organization that has helped hundreds of people within the last year. Because Neighborhood House is growing, we want to make sure we get the word out about their new location in the Highland Park neighborhood, and how the programs Neighborhood House provides can positively affect the new community they will be serving.
Our campaign for Neighborhood House is based upon the idea of growth. We want to highlight how the organization itself is growing, and how the clients that Neighborhood House serves are provided with tools to grow into the best version of themselves. Our team is passionate about creatively and strategically communicating through advertising and public relations to benefit businesses and nonprofit organizations just like this one.
What do we want to accomplish?
Our primary objective is raising awareness about the new Neighborhood House facility opening in the Highland Park neighborhood on Montreal Avenue. We want to bring people and families into the new building to connect with more individuals in a different geographic area.
Who are we talking to?
Located in the Highland Park and West 7th Street neighborhoods, our target audience includes individuals and families in crisis, immigrants and refugees. This is a culturally diverse demographic that is likely seeking support or resources including childcare, education, food security, etc. This demographic also includes a lack of awareness about Neighborhood House and its services. Our audience may not know our programs and resources exist or how they can benefit from them.
What do they think now?
The current audience thinks very fondly of the organization. They are thankful, hopeful, and excited to continue visiting the Neighborhood House. The audience is unaware of plans to open the new building as there has not been a public announcement. Although we spread information about our programs through social media, email, blog and newsletters, most participants learn about our programs through word of mouth.
What do we want them to think?
We want them to think about the organization. We are looking for more visibility and awareness in the community. We want people to think of Neighborhood House as a full-service hub for individuals seeking assistance with basic needs. We want more people to know about the additional location and the organization.
Why should they think this?
Because we are expanding, we want the community to benefit from the resources and programs that we offer. With the family center, food market, and the gym, people will have accessible resources with whatever need they are looking to fulfill. We want to be able to help and support the new community we will be serving. Our St. Paul Neighborhood House has a well-established community, and we want the same for our new location.
What is our message?
Neighborhood House offers many programs and resources to immigrants and refugees, or anyone is crisis. Neighborhood House helps people to grow as a family and as an individual, helps develop the “whole person”. We want to uplift these community members and offer them the resources they need to succeed within our St. Paul community.
What is our big idea?
Our big idea is the concept of personal growth, bettering yourself to better the community, from a seed to a flower. This can be applied to every program and service that Neighborhood House has to offer. Growth as a family, educational growth, and social emotional growth, to develop the “whole person”. Focusing on how Neighborhood House helps people to grow, this idea can be individualized as no two people are the same.
If you would like to see the whole campaign please email me.