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Comprehensive Branding and Online Presence
STEVEN ELSON, PH.D. , CHIEF EXECUTIVE OFFICER
ROBIN HORNE, NEW MEDIA MANAGER
CASA PACIFICA CENTERS FOR CHILDREN & FAMILIES
2015 OPEN MINDS CA MANAGEMENT BEST PRACTICES INSTITUTE
HOW TO USE YOUR WEBSITE & SOCIAL MEDIA TO YOUR ADVANTAGE
“A brand is no longer what we tell the customer it is… it is what customers tell each other it is.”
We meet kids and families at the most challenging times of their lives and help them overcome some of life’s most difficult circumstances –
abuse and neglect, complex emotional and behavioral issues, and family crises. We restore hope, help children find joy in daily living, and improve families’ chances at making a better life for themselves
and at finding a place in their community where they can be successful. Casa Pacifica is committed to children unconditionally
over time and through all of life’s ups and downs.
Headquartered on a rural 24-acre campus five miles from the Pacific Ocean, Casa Pacifica serves abused and neglected children and
adolescents, and those with severe emotional, social, behavioral, and mental health challenges. Our primary service area is California’s
Central Coast, but referrals come from all over.
Key Branding Strategies
• Brochures
• Campus Tours
• Community
• Electronic Blasts
• Event Promotion
• Events
• News Articles
• Presentations
• Public Service Announcements
• Radio Ads
• Social Medias
• Trained Staff
• TV New Interviews
• Videos
• Websites
Our overall online presence strategies include not only website and social media efforts but additional key marketing tools such as on-campus tours and community events.
We’ve been able to effectively support these additional efforts considerably through use of our increased online platforms such as our social medias.
Website Redesign Launch In preparation of anticipated growth and the launch of our Capital Campaign, we launched our redesigned website in late 2011 to great reception.
The site was awarded for Best Non-Profit Website by the Web Marketing Association and also Best In Class for Charity by the Interactive Media Awards for site content and usability including easy online donations.
www.casapacifica.org
Website Donation & Volunteers The website relaunch also focused on providing an easy online avenue to give donations, learn about planned giving or to volunteer.
We are developing strategies to continue to increase online donations.
Social Media – Facebook In addition to our website redesign, we launched a full-scaled social media campaign with the goal to reach and cultivate not only stakeholders but a much wider regional audience.
Our social media efforts include public education about Casa Pacifica’s programs and services, upcoming fundraising events, pertinent news and activities.
Facebook – Casa Pacifica
Casa Pacifica
CPWFB Festival
Casa Pacifica Amigos
Archie The Therapy Dog
We have launched and maintain ten different Facebook pages including three program focused pages and two for our volunteer auxiliary groups “The Casa Pacifica Amigos” and “The Casa Pacifica Angels”.
Our premier fundraising event The Casa Pacifica Wine, Food & Brew Festival page has seen a 590% increase of viewers since 2011 and become a principle tool in our pre and post event advertising.
Foster Family Agency Casa Pacifica C.I.T.Y.
Social Media – Facebook
Casa Pacifica
Social Media – Facebook Metrics With the use of Facebook Insights reports, we have been able to determine:
• the best times to post for widest audience reach
• content popularity
• best frequency for posts
• which medias succeed to our particular demographics
We also began to organize our online videos through the use of You Tube’s “Video Channel”.
This has exposed a visual “behind the scenes” peek of Casa Pacifica to existing and new supporters alike.
Social Media – You Tube
Casa Pacifica You Tube Channel
Another social media platform that we utilize is Linked In.
We’ve seen a very steady organic growth in the number of followers on Linked In and engagement on our Linked In posts.
Social Media – Linked In
www.linkedin.com/company/casa-pacifica
Social Media - Twitter Our next online presence goal is to continue to increase our Twitter followers base by posting and re-sharing more frequent tweets.
We have Twitter accounts for both Casa Pacifica and our premier fundraiser Casa Pacifica Angels Wine, Food & Brew Festival.
Twitter – Casa Pacifica
Pinterest Boards
Broadening our online media reach, we added Pinterest and Instagram pages for both Casa Pacifica and our popular Casa Pacifica Angels Wine, Food & Brew Festival. These platforms have helped us especially reach and increase our fundraising event demographic.
All of our social medias have helped to cultivate donors, event participants, volunteers and increase exposure to much wider regional and state-wide audiences.
Social Media – Instagram and Pinterest
To keep our agency staff up-to-date on public relation efforts and internal communications, we utilize an internal website by Sharepoint.
These announcements are visible to employees as they open their computer for use daily. Maintained daily, our announcements enable all staff members to be well-informed of the latest internal and external news, events and information particularly as they engage with a variety of community members.
Sharepoint Intra-Net “We Are All Casa Pacifica Marketers”
Website - Archie The Therapy Dog In 2012 we also relaunched our popular therapy dog “Archie The Therapy Dog” website.
The site included a store with Archie products as part of our sustainable efforts and also to provide our kids with job opportunities.
www.archiethetherapy.dog
Website – Kids’ Holiday Wishes
Archie’s Website
We relaunched the “Kids’ Holiday Wishes” website to help support our regionally popular “dove ornament wishes” – the gifts our children wish for during the holiday season.
It has been a great tool to promote the ornaments wishes and family wish baskets for local families in need during the holidays.
www.cpkidswishes.org
Website – The Casa Pacifica Angels Wine, Food & Brew Festival
We have also recently relaunched our popular fundraiser site “The Casa Pacifica Angels Wine, Food & Brew Festival” in effort to better support our device-carrying audience’s needs.
Most of our festival tickets are purchased through the site as well as our exhibitor registrations. All of our sites include social media links for increased networking.
www.cpwinefoodbrewfest.com
Website – Electronic Blasts (E-Blasts) We also support our fundraising or educational messages with electronic blasts (E-blasts). We use cultivated email lists comprised of approved Casa Pacifica supporters.
We’ve found our blasts to be an invaluable tool in getting our messages in the direct view of our busy constituents.
Text Message Marketing We support our fundraiser silent auctions with the use of text messages through a third party.
We have also previously used Mobile Cause and continue to explore alternative text messaging systems.