CASE STUDIES
WE BUILD STRONG BRANDS
CASE STUDY: LIFESPAN
They were so happy with the finished product, they decided to hire INDIBLU to redesign all their marketing materials for the next year!
ANNUAL REPORT & MORE LIFESPAN WAS UNDERGOING A CHANGE IN LEADERSHIP AND TREMENDOUS GROWTH WHEN THEY REACHED OUT TO INDIBLU TO HELP THEM CREATE THEIR ANNUAL REPORT.
LIFESPAN’s Founder Pauses to Reflect LIFESPAN President and CEO Davan Cloninger and former CEO Leigh Derby.
Leigh Derby, Founder of LIFESPAN, began his new role as strategic advisor for the agency this year. He plans to spend more time with his family and enjoy life at a slower pace, but first he took a few minutes to reflect on his many years with the organization.
LIFESPAN
Annual Re port
2011-2012
The First Bridges to “The Way Life Should Be” Founding LIFESPAN allowed me to be part of a pioneering process of providing inclusion for children with intellectual and developmental disabilities. We recognized that individuals with disabilities are part of their community, not part of an institution. I enjoy seeing individuals volunteering in their communities, obtaining employment, and taking classes or painting. It’s the way life should be for everyone.
INDIBLU created a unique multi-purpose marketing piece, that showcased the unique programs and people that make up the organization while nder of LIFESPAN, e as strategicalso offering the donors a look into where their money goes. ency this year.
d more time with oy life at a slower ook a few minutes many years with
2
Early Adventures Building Strong Foundations During the first few years, I picked up the children each morning and drove them home each evening—about an hour and a half each trip. Each day was always an adventure. I was able to see firsthand the progress the children were making, and I felt confident that my team and I were building something grand together that would have great impact on the people we supported. I would be proud to be known as “the guy who got things started” here. LIFESPAN has a vibrant future ahead, and I am so glad I was part of the agency for 38 years.
In February 2012, the Creative Campus Center City location was renamed the H. Leigh Derby Center in honor of our founder and longtime president. Leigh was also honored this year with the Order of the Long Leaf Pine, a distinguished award given to individuals with a proven record of extraordinary service to North Carolina.
8 LIFESPAN Annual Report 2011–12
INDIBLU CREATIVE | kimber@indiblucreative.com | www.indiblucreative.com | PHONE 704.516.0145
UNIQUE CHALLENGES LIFESPAN was seeking more than just another humdrum annual report, they wanted this report to also serve as an informational and marketing piece and function as a multi-purpose services brochure. While being aware of their older audience’s preference of a printed annual report, LIFESPAN wanted to slowly transition them and newer readers to a digital PDF version.
INVENTIVE SOLUTIONS INDIBLU incorporated postcards, interactive flip books, even a one-pager condensed annual report to rock this challenge. Annual report postcards were mailed to donors informing them of the switch to the online format of the new report while also thanking them for their support. INDIBLU combined an informative and educational marketing piece with a usually stuffy annual report and the results were amazing. They incorporated full page stories, and infographics with donor thank you’s, program overviews and easy-to-read financial charts and graphics. SURPRISING RESULTS The annual report served as the organizational brochure they envisioned sitting around a conference table, but they couldn’t have predicted impact it would have and the lives that it touched along the way.
53.0% 18.8% 3.6% 3.0% 2.4% 3.0% 1.4% 9.6% 2.4% 2.8%
Medicaid LMEs MCOs Other Provider Contracts State Funding Vocational Rehabilitation Services Private Pay School System Production Revenue Contributions/In-Kind1 Other
72.6% 7.2% 2.1% 3.8% 2.5% 1.1% 2.5% 1.4% 4.3% 0.5% 0.9% 1.1%
Salaries, Benefits and Taxes Contract Services Meetings, Training & Travel Direct Care Supplies Depreciation and Amortization Rent for Facilities Telephone/Utilities Building Maintenance/Equipment Production Cost (Materials) Property/Liability Insurance Interest Other
LIFESPAN increased their exposure with the new digital format, without getting lost in the crowd. The fresh, innovative design concept in the annual report was so successfully that Lifespan continued it into a year-long campaign through multiple mediums. All stemming from a single dandelion idea.
ARSummaryToPrintRevised.indd 1
ANNUAL REPORT SUMMARY -1 PAGE
12/4/12 10:07 PM
Seeing Abilities.
Believing in Possibilities. We empower children and adults with intellectual and developmental disabilities by providing education, employment, and enrichment opportunities to live, work, and play in their communities. To learn more about our services, to donate or to volunteer, contact us at 704.944.5100. You can now follow us on social media!
www.lifespanservices.org
WE BUILD STRONG BRANDS
CASE STUDY: NEWBERRY COLLEGE ANNUAL REPORT DESIGN, SIGNAGE, INVITATIONS, ADMISSIONS, POSTCARDS, POSTERS, MAGAZINES, BROCHURES, ADS NEWBERRY COLLEGE WAS IN THE PROCESS OF HIRING A NEW GRAPHIC DESIGNER, INDIBLU STEPPED IN AND FILLED THE VOID. INDIBLU played a key role in helping shape Newberry College’s new brand during a six month hiring process for an in-house designer. INDIBLU designed every piece you could imagine a school could need, even down campus walkway flags.
WELCOME
FOUNDED IN 1856
Having experience with universities and private schools INDIBLU was able to quickly step in and hit the ground running with the current Marketing Director, helping her to keep the Communications Department running smoothly.
FLAGS
Newberry College
Tuition Promise
Guarantee makes it easier to plan your college expenses
www.newberry.edu NC-TuitionPromisePostcard F.indd 1
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POSTCARD
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ALUMNI MAILER
10/15/14 1:20 PM
INDIBLU CREATIVE | kimber@indiblucreative.com | www.indiblucreative.com | PHONE 704.516.0145
AD
CAMPAIGN INVITE & MATERIALS
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INDIBLU is a great choice for anyone wanting great design and creative thinking.
WELCOME Mr. CarLOs ELbErt Evans ‘73
InvOCatIOn thE rEvErEnd dr. KIrK P. brIdgErs
dInnEr SCALING THE SUMMIT dr. MaurICE sChErrEns, PrEsIdEnt
When I had six-month absence on my creative team, INDIBLU was able to quickly dial-in to our brand. They have a knack for downloading concepts in my brain into working designs and making them better than I imagined. They were always patient with the odd last minute requests that often arose and delivering on tight time lines.
CAMPAIGN VOLUNTEER LEADERSHIP CABINET Mr. JOEL M. CartEr Mr. r. gOrdOn darby ‘61 Mr. CarLOs E. Evans ‘74 Mrs. barbara hartLEy-sMIth ‘65 dr. JOhn h. hudgEns II ‘60 Mrs. barbara L. davIs ‘79 Mr. WILLIaM b. duKEs Mr. ChrIstOPhEr O’dOnnELL Mr. WILLIaM C. stEEn ‘68 Mr. LLOyd a. PEarsOn ‘69 Mr. L. WaynE PEarsOn ‘70 Mr. hugO a. PEarCE III ‘67 Mr. MarshaLL P. PrInCE ‘81 Mr. E. MIChaEL ussEry ‘73 Mr. WILLIaM P. WaLKEr Jr. ‘69
SCALING THE SUMMIT UPDATE Mr. hugO atLas PEarCE III, ‘67
ALMA MATER CLOsIng Mr. Evans
We didn’t have the luxury of collaborating in-person, which I prefer, but INDIBLU functioned seamlessly as a part of my team and always made it work. In my more than 15 years managing creative services professionals, my collaboration with Kimber and the INDIBLU team ranks among my favorites. I highly recommend INDIBLU. –Jill Johnson, Marketing Director Newberry College
NC Campaign Program CV.indd 1
BENEDICTION thE rEvErEnd ErnEst P. WOrMan III
10/8/14 3:32 PM
DREAM BIG. Scaling The Summit Campaign Priorities
You’re Invited...
Achieve Academic Excellence
$8.0M
Elevate Teacher Education/Graduate Courses
$2.5M
Expansion & Renovation: Science, Math & Nursing Renovation Of Speers Street School
Blend Athletic/Academic Excellence
$8.0M
Strengthen The Quality Of Campus Life
$4.0M
Expansion & Renovation: Football Stadium
MUSIC LEADER DAY
Renovation: Kaufmann Hall , Maclean Gymnasium, and O.L. Casey
Improve Performing Arts
$2.5M
Improve Athletic Facilities I
$4.0M
Improve Athletic Facilities II
$1.0M
Renovation: Wiles Chapel Theatre
Tuesday, November 11, 2014 9 am to 4 pm
POSTER
Friday the Seventeenth oF october two thouSand and Fourteen Six o’clock in the evening
Expansion And Renovation: Eleazer Arena Expansion: Smith Road Athletic Complex
Music Leader Day is a special opportunity for high school seniors who have outstanding music talent and are interested in pursuing music in college.
Increase Student Scholarships/Operational Effectiveness $5.0M
Enhance Annual Giving And Endowment Support
Total Capital Campaign Goal
Newberry College
$35.0M
2100 College Street Newberry, South CaroliNa 29108
CAMPAIGN INVITE & MATERIALS See for yourself why Newberry College is right for you. Music Department | 803-321-5633 | debbie.jarman@newberry.edu
2100 College Street Newberry, South Carolina 29108
www.newberry.edu/music
WE BUILD STRONG BRANDS
CASE STUDY: MHA
ANNUAL REPORT
NEW HEADLINE
NOW IS THE TIME!
THE MENTAL HEALTH ASSOCIATION OF CENTRAL CAROLINAS (MHA), NOW, MENTAL HEALTH AMERICA OF CENTRAL CAROLINAS HAS BEEN THE VOICE OF HOPE FOR PEOPLE AFFECTED BY MENTAL ILLNESS. MHA partnered with Indiblu Creative the last three years on their annual reports and the results have been tremendous. Indiblu incorporated the use of infographics to explain hard to understand outcomes. Using vibrant colors, engaging photos and incorporating program and services information makes the annual report a key marketing piece for the organization all year.
A NNUA L RE PO RT 2012-2013
NOW IS THE TIME!
A N N U A L R E P O R T 2 0 1 2 -1 3
NOW IS THE TIME TO LEARN ABOUT MHA
AN N UAL REPORT 2012-2013 MENTAL ILLNESS IS THE LEADING CAUSE OF DISABILITY IN THE U.S., COSTING MORE THAN $100 BILLION PER YEAR.
www.mhacentralcarolinas.org
Since 1933, the Mental Health Association of Central Carolinas (MHA) has been the voice of hope within Mecklenburg and Cabarrus counties for persons affected by mental illness. MHA advocacy helps to achieve long term social and/or policy change by framing the issues, developing strategic alliances, and sharing the latest information about mental health with the community.
CONTINUED SUCCESS... INDIBLU have been MHA’s “go to” designer for our Annual Report for the past three years. Since they took over this process for us, the visual quality of our report has gone up tremendously, and the staff stress of compiling the information has decreased, and donors have taken notice.
OUR PROGRAMS Legislative Advocacy Information & Referral Services Community Education & Outreach
MHA ANNUAL REPORT 2012-2013 1
Spreading Hope, Spurring Action, Supporting Families, Saving Lives!
Compeer Multicultural Advocacy ParentVOICE
MHA ANNUAL REPORT 2012-2013 1 MHA ANNUAL REPORT 2012-2013 3
– Andrea Towner Development Director MHA of Central Carolinas 6
INDIBLU CREATIVE | kimber@indiblucreative.com | www.indiblucreative.com | PHONE 704.516.0145
A N N UA L R E P O RT 2012-13
www.mhacentralcarolinas.org
ADVOCACY PREVENTION EDUCATION
ADVOCACY 201 TRAININGS
As North Carolina’s oldest and largest mental health advocacy organization, we design and deliver trainings through half-day or full-day workshops that encourage citizen engagement in the legislative process. These courses provide continuing education for Peer Support Specialists, and are intended to empower individuals diagnosed with a mental health disorder to initiate regular contact with key elected officials. Caregivers, family members and others (even professionals) who are interested in systems advocacy are also invited to participate in these trainings. FINANCIAL DATA
80 FINANCIAL OUTREACH PEOPLE Staff participated in community INFORMATION TRAINED outreach events that touched over
8
FAMILIESSERVED TOTAL 100% 50%
HOUR
SAID IT INCREASED THEIR KNOWLEDGE
TRAINING SUPPORT & REVENUE
1,250 people
SUPPORT & REVENUE
Contributions & Grants United Way Membership Mecklenburg County Special Events Program Service Fees Miscellaneous Investment Income Total Support and Revenue
EXPENSES
Program Services Management & General Fundraising Total Expenses
$211,276 $325,503 $9,836 Partners $609,456 included: Life$21,428 Fest Family Day $1,088 CMS Schools $12,559 Mecklenburg County $98 $1,191,244 CMC Pineville
CLASS
6 72
Truancy CourtMental Health
297
MHA FINANCIAL INFORMATION Year Ended June 30, 2014
18% 27% 1% 51% 2% <1% 1% <1%
Contributions & Grants United Way Membership Mecklenburg County Special Events Program Service Fees Miscellaneous Investment Income
SAID THEY WOULD TIMERS TAKE ACTION FIRST WITH POLICY MAKERS
PARENTS ATTENDING EMPOWERMENT SUPPORT GROUP
Do you have a training need around advocacy, mental health disorders, treatment options, suicide prevention, or other related topics?
704.365.3454
195 53
VOLUNTEERHOURS
For the third year in a row INDIBLU was selected to design MHA’s Annual Report.
MENTAL HEALTH FIRST AID SERVED VERSIONS): (ADULT & YOUTH YOUTH 45 1,868+
New MHA Offering – Mental Health First Aid PARENTS ATTENDING GRANDPARENT SUPPORT GROUP is an 8-hour evidence-based 4best practice training that introduces participants to risk “The Mental Health First Aid factors and warning signs of mental health Training was very useful. I work with college students who are problems, builds understanding of their impact, INFOGRAPHIC of those Family Resource CAFÉ workshop facing a lot of pressure which 30 attending reported increased overviews common treatments, and teaches Attendees can contribute to the recurrence confidence in their ability to how to get someone the help they need to Work YOUR Story – Advocacy N Action Family Training for Foster Care parents dealing with ofForum symptoms of mental illness. 10assist aatperson Access Family Services 78 967 Trained prevent a crisis.13 a mental health crisis in The training gave me tools that First Aid Adult Trainings
Family Resource CAFÉ Held this Year EXPENSES Communities In Schools (CIS) Cabarrus County Schools Experiential Fair
Completed Mental Health First Aid Evaluations 85% Program Services
97% TRAININGWORKSHOPS $942,001 $67,864 $99,354 $1,109,219
6% Management & General 9% Fundraising
Attendees seeking professional help 85 Training for CMS Specialized Behavior Support teachers and support staff Attendees
Mental Health Association of Central Carolinas | 2013-14 Annual Report | 12
TO LEARN THE SIGNS
Girl Voice Network conference
50 Parents
150 300 Youth Adults
Partnered with CIS to present the GradNation youth summit & education summit
I can use to keep them and the rest of the college community safe. This training is a valuable service to the community!”
SUICIDE PREVENTION INITIATIVES: – Joe Pope, LPC, LCAS, CRC Recordkeeping/Documentation workshop PARENTVOICE
27 NOW IS THE TIME Attendees Human Trafficking workshop
200 Youth
MHAIMPACTNUMBERS
Youth Adults
NOW IS THE 12TIME QPR® Persuade, Refer TOQuestion, SHAREAttendees YOUR VOICE
42
Survival Skills for a Successful School Year workshop
Families Served:
TRAININGS The MHA staffs certified trainers
Counselor at Central Piedmont Community College
425
We offer all trainings at low or no cost.
who are available to deliver:
Family-driven trainings such as Shared 12 Time for Court training MULTICULTURAL Parenting, Recordkeeping, Parenting Troubled QPR Gatekeeper Training Parents Mental• Health Association of Central Carolinas |Conflict 2013-14 Annual Report | 6 and more Resolution, ADVOCACY • QPR CertificationTeens, Training
(Train the Trainer)
18 14 25 37 804
Families Served for the First Time:
Youth-driven trainings such as Self Advocacy, Refugee and Resettlement staff received Mental Ready, Crisis Planning, Child and • QPR Adapted for Futures Refugees To get involved in our ParentVOICE Health First Aid training Family Teams for Youth,“Ready, Set, Work,” QPR workshops is a suicide prevention training programQPR or schedule a training and more held this year call (704) 365-3454 or go to that can be delivered to any group, www.mhacentralcarolinas.org Mental Health Providers Family Partner Training Program a 120-hour currently atand noclick charge. QPR teaches of all “Register for an Event.” people who with Refugees peer mentoring to workQPR suicide ages and backgrounds to recognize the warning signs, training that may leadreceived state and national certification prevention training
96%
of those attending reported an increased willingness to intervene if they encountered someone at risk
clues, and suicidal communications of people in trouble (at risk); to act vigorously to intervene; and ultimately to prevent a possible tragedy.
1,012
Number of ParentVOICE New QPR trainers were certifiedHours by MHA’s Volunteer
SUPPORT & REVENUE
SUPPORT & REVENUE Contributions & Grants United Way Membership Dues Mecklenburg County Special Events Program Service Fees Investment Income
$156,292 $327,527 $9,363 $587,000 $18,121 $5,148 $182
Total Support and Revenue
$1,103,633
EXPENSES Program Services Management & General Fundraising
$873,247 $54,056 $96,737
Total Expenses
$1,024,040
14% 30% 1% 53% 2% <1% <1%
Contributions & Grants United Way Membership Dues Mecklenburg County Special Events Program Service Fees Investment Income
EXPENSES
85 cents of every dollar donated goes directly to program costs.
85% 5% 10%
Program Services Management & General Fundraising
2013 Volunteer Award Recipients Emma Burgin Kunza (L) and Emily Lupsor
2012-2013 OFFICERS & DIRECTORS CO-PRESIDENT Nepherterra Estrada CO-PRESIDENT Melinda Harper, Ph.D. IMMEDIATE PAST PRESIDENT James Hammack
TREASURER & PRESIDENT ELECT Richard Battle, CPA SECRETARY Rachel S. Rosenfeld, MSEd
8 MHA ANNUAL REPORT 2012-2013
Amy Campbell Mary Ellen Ezarsky Bill Franklin Andrew Griffin Kevin L. Gyoerkoe, Psy.D. Belle D. Hambacher Cara T. Jordak David Milling, Esq. Jay Perry, Esq.
Steve Purdy Eleni Saunders Elizabeth Lingo Schonberg Rogina Scott-Franklin, Ph.D. Abdullah Sheikh J. Christian Stevenson Scott Voglesonger Dave Zimmer
9
Youth Served:
36
Master Trainers Extra boost: The back cover served as an Guardians Attending Learn more about MHA at www.mhacentralcarolinas.org Monthly Grandparent promotional ad for their new mental health MHA was actually in the middle of an Value of ParentVOICE Support Group REPORT 2012-2013 7 campaign. identity crisis with their national organization Volunteer Hours MHA ANNUALanti-stigma rebranding and was seeking$17,800.56 to find their SURPRISING RESULTS own voice and vision. Parents Attending Monthly MHA utllized the Group annual report to educate Empowerment Support and share online in an interactive format As with many organizations, printing PROGRAM OUR IMPACT 2013 they hadn’t experienced prior. The budgets were slim and the digitalTHE andPARENTVOICEthat response was overwhelming. social media age was creating opportunities Jan. ParentVOICE graduated a class of eight (8) Family Partners who received a State Certificate identifying that they are trained to deliver support, education, to create larger and more interactive annual and guidance to parents and families raising youth with behavioral, emotional mental health challenges. With their new social media platform, they reports. This was a direction theyandwanted to implemented grant with Charlotte are able toa partnership educate donors and supporters pursue--so they engaged Indiblu.Jan. - May ParentVOICE staff Mecklenburg School Psychologists; two (2) Family Partners were assigned to eight (8) Project LIFT Zone schools to bring parents needed and empowerment and capture theirsupport hearts and attention in a services, plus increased access to community resources. new and informative way. INVENTIVE SOLUTIONS - May Organized and implemented four (4) Family Education Nights for Without any limitations to size or Feb. color, families in Project LIFT Zone schools featuring guest speakers, education sessions, lending larger library, live entertainment, dinner and child care.impact numbers were Infographics and Indiblu Creative pushed for a slightly Mar. - May Participated asused Family Support Staff during Truancy Court at two (2) throughout the report educating their annual report that was able to incorporate ProjectLIFT Schools; attended weekly meetings and met one-on-one with families 6 MHA ANNUAL REPORT 2012-2013 audience. their new “Now Is The Time” theme in a to offer advocacy and support during sometimes difficult sessions with the Judges. variety of graphics and educational and Small captions with quotes in colorful informative storytelling. graphics from their staff, volunteers, and students enabled their voice and vision to Keeping with the brands primary colors of be heard and seen. yellow and blue--a new color, teal-- was also added to the Annual Report color MHA has selected Indiblu to design this palatte to add vibrance. year’s Annual Report. Program outcomes were displayed in colorful easy to read graphics and charts.
UNIQUE CHALLENGES Individuals trained in QPR
MHA FINANCIAL INFORMATION Year Ended June 30, 2013
Refugee and Resettlement staff received QPR suicide prevention training
151
46
WE BUILD STRONG BRANDS
CASE STUDY: SHINELIGHT AN AUTISM SERVICES PROVIDER THAT DESPARATELY NEEDED TO STAND OUT.
OLD NAME AND LOGO
NEW NAME, LOGO & TAGLINE
GENESIS: A NEW BEGINNING OF FAYETTEVILLE CONTACTED INDIBLU TO HELP RAISE AWARENESS IN THEIR LOCAL COMMUNITY AND TO STAND OUT FROM THEIR COMPETITORS. Genesis, A New Beginning was founded by Nikki Creecy to serve the needs of individuals with developmental disabilities. Through marketing research, INDIBLU identified a unique opportunity to develop a distinctive path of care – providing services and supports to individuals with Autism (ASD), and more specifically– Residential Supports. CAPABILITIES BROCHURE
SHINE_Brochure_Revised Final Outlined.indd 10
BRAND MATERIALS
A HAPPY CLIENT... We are thrilled to introduce our new name – ShineLight and a new look that illustrates our philosophy and faith. – Nikki Creecy Founder & CEO, SHINELIGHT
Believe
that each individual has unlimited potential to shine.
8
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A unique wellness community that provides a brighter life and future for individuals with autism.
FACEBOOK PAGE
HTTP://WWW.SHINE-LIGHT.ORG CHECKITOUT UNIQUE CHALLENGES Genesis was founded on the faith of the CEO with little attention to naming or branding. INDIBLU needed to be sensitve to this fact while developing a new brand. Genesis was a very small provider with only two homes and only a staff of thirty, so INDIBLU had to scale down our typical branding management program to custom fit their needs and budget. INVENTIVE SOLUTIONS INDIBLU started with market research and conducted a competitor and client audit of Genesis’s brand footprint and social media presence within the local area. INDIBLU also conducted online surveys of important stakeholders and developed a strategic plan from which the branding initiative was founded. Once again, research proved to be invaluable.
910.323.1335 Shine-Light.org
SURPRISING RESULTS The overwhelming outcome--a much needed name and logo change. There was another more established provider in the same area with the same name and to thrive in this area of services, INDIBLU suggested Genesis scale down its service offerings and focus specifically on people with Autism and providing Residential Supports. No one was doing this.They would be the market leader. A new strategic long-term plan was initiated to change the course and increase growth of the agency over the next five years.
BANNER
INDIBLU helped organize a brand launch event--a glow run/walk to raise awareness for autism in the spring to coincide with World Autism Awareness Day.
Genesis: A New Beginning became ShineLight - Services and Supports for People with Autism. Adding an identifier line with the logo quickly informed people what ShineLight was about. A new brand language was developed that was personal”staff are now “family”, images and colors RACE LOGO were solidified. The new name and logo was a huge success! RACE REGISTRATION PACKET
SHINELIGHT’S
SHINE
YOUR LIGHT 5K Run/Walk
APRIL 2, 2015 | FAYETTEVILLE, NC
WEB VIDEO
SPONSORSHIP PACKET
CHECKITOUT
WE BUILD STRONG BRANDS
HTTPS://WWW.MONARCHNC.ORG/NEWS-EVENTS/VIDEOS
CASE STUDY: MONARCH A GROWING ORGANIZATION WITH AN IDENTITY ISSUE. CHALLENGES Inability to communicate, internally and externally, the organization’s brand, service offerings, programs and scope. SOLUTIONS A multi-faceted research initiative followed by a brand identity program worthy of the organization’s mission, values and vision. COLLABORATION A creative team willing to give the client what they needed, even when it’s not what they think they want.
10
DREAM REVOLUTION VIDEO
ARC SERVICES, INC BECOMES MONARCH
BRANDING CAMPAIGN UNVEILED
SIGNAGE
Headquartered in Albemarle, NC and BACK TO THE BEGINNING a charter member of the national group What originally began as a subsidiary The Arc, Arc Services, Inc had outgrown of The Arc of Stanly County to provide its parent organization in scope of services support and resources to people with and geographic boundaries. The intellectual and developmental disabilities organization was operating under various had grown to encompass a broad range names across the state as like-minded of services, including mental health and organizationsand joined its network of substance abuse support in over 35 Before Indiblu Design Group Arc Services providers, but it was without a clear and counties and to more than 3,500 people Foundations Behavioral Health were operating unified identity. This problem manifested across North Carolina. itself as Arc Services tried to communicate as two separate entities and only had one-color to potential donors, employees and trifolds each for marketing materials. supported individuals about their mission.
After I name create all cou one pa
Project Proposed Logo and Name for Monarch Gift Shop 2 locations: Asheboro (current Grapevine) and within the Monarch Creative Arts and Community Center Future expansion: OuterBanks & Online Store
Summer2010
Reaching
Dreams A Publication of Monarch
NAMING AND BRANDING FOR A NEW STORE SHOWCASING GIFTS MADE BY PEOPLE MONARCH SUPPORTS
Photo by Chris McGinn
Billy Marzano, Monarch Beach Club member, and Lakota, from Healing Horses, a nonprofit rescue and rehabilation organization, bond on Billy’s recent visit to the farm.
an affiliated chapter of The Arc
CAMPAIGN LOGO
INDIBLU was initially contacted to design a services brochure for one of Arc Services Directors. When INDIBLU first met with the executive team to discuss their needs and challenges, they easily came to the conclusion that maybe one piece wasn’t the right solution to what quickly looked like a much bigger problem. They quickly guided Arc Services to conduct a market research study to shed light on the organization’s current identity, gauge public perception and employee brand awareness. Results of the research study proved invaluable to the future of the organization and solidified INDIBLU’s initial insights. Although a name change was not part of the initial plan, the research proved that it was vital to the future success of the organization.
QUARTERLY MAGAZINE
The findings indicated that most people were confused by the name “Arc Services” and its relationship with other chapters of The Arc. The acronym “ARC”–and its original meaning “Association of Retarded Children”– was no longer appropriate or relevant. However, more than anything, the research revealed what a tremendous impact the organization was making on people’s lives. Unfortunately, that message was getting lost in the organization’s identity crisis.
INDIBLU created, wrote,and designed all Monarch publications and communications for over 5 years
BRAND LAUNCH COMMERCIALS
WHEN THE TEAM AT INDIBLU MADE THEIR PRESENTATION TO OVER 200 MANAGERS ACROSS THE STATE, THEY RECEIVED A STANDING OVATION.
Quick Reference
for police officers and first responders dealing with individuals in a mental health crisis
910-618-5606 or 800-672-8255
CHECKITOUT MonarchNC.org Monarch Crisis Unit at Tanglewood Arbor 207 West 29th Street • Lumberton, NC 28358
MENTAL HEALTH CRISIS CARD & BROCHURE FOR FIRST RESPONDERS
HTTPS://WWW.MONARCHNC.ORG/NEWS-EVENTS/VIDEOS
WE BUILD STRONG BRANDS
SINCE THE REBRANDING INITIATIVE: MONARCH HAS GROWN FROM A $40 MILLION ORGANIZATION SUPPORTING NEARLY 3500 PEOPLE TO NEARLY $100 MILLION SUPPORTING OVER 10,000 PEOPLE THROUGHOUT NORTH CAROLINA.
CASE STUDY: MONARCH (CON’T) A GROWING ORGANIZATION WITH AN IDENTITY ISSUE. THE REBRANDING PROGRAM INITIALLY PRESENTED
Monarch Identity Program
HELPING DREAMS TAKE FLIGHT www.MONARCHNC.ORG
FOR IMMEDIATE RELEASE 02.07.08
Phone (704) 983-3911 130 N. First Street Cell (704) 305-0752 PO Box xxxx Albemarle, NC 28002 Fax (704) 982-5279 Email pterhune@MonarchNC.org
February 20, 2008
Dear John, For many years, Arc Services has strived to provide outstanding human services to our communities. We are always looking for ways to improve the way we do business. As part of this ongoing effort, we decided to look to our best resources for a little help. So, we asked for input and opinions from the people we serve and their families, our corporate partners, our friends in the community and our own employees. They had a lot to say.
Well, after some serious reflection, we decided that it was time to start the next chapter in our story. The best way to get the word out and to tell people about us is to create awareness. And that process needed to start with a name that stands for our true identity. A name that clarifies who we are in the Arc family. A name that differentiates us from other providers. A name and logo that represents something everyone can relate to and appreciate. This name will create unity for all our services throughout our 35 county reach. One name will allow us to embark on exciting statewide fundraising efforts. This name will create a single strong and dynamic organization dedicated to helping dreams take flight across North Carolina. And, in the end, we hope our continued awareness efforts will help foster a better understanding and appreciation of the people we serve.
The Boy Who Stole Our Hearts
Charlotte, N.C.—The Raleigh School has partnered with Indiblu Design Group to design its new Annual Fund brochure.
Text is hereText is hereText is hereText is hereText is hereText is hereText is hereText is here
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Thank you for your support of the people served by Monarch. To find out more ways you can HELP DREAMS TAKE FLIGHT for people in your community go to www.MONARCHNC.ORG
www.MONARCHNC.ORG
“Parents in private schools are asked to give to annual funds each year. Many of them do not completely understand what an annual fund is so we wanted to give them along with a fresh design look - heart felt, personal reasons for why these gifts are so important,” said Kimber Flynn, Indiblu Design Group’s principal and design director.
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• Competitive salary • Paid vacation, personal, sick & holiday time • Paid training • On-the-job training • Medical, dental & life insurance • Retirement
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www.MONARCHNC.ORG
Visit us at www.MonarchNC.org or call 1.800.230.7525 for more details.
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It all started with a dream.
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The year was 1958. Six parents gathered in a friend’s living room for a common cause - their dream of an education for their children with developmental disabilities. Seems like a simple dream. But, an education in the public school system was not an option. Fast forward to today. The dream has grown and changed along the way. What started as a small group of concerned parents has grown into an organization of thousands of people who are committed to helping dreams take flight for thousands more. Dreams of living on their own. Dreams of getting a job. Dreams of recovery from an addiction.
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We’re very proud of the results of this branding effort. We hope that everyone who has ever been involved with Arc Services will join us as we celebrate our new name - Monarch, and our new signature line - Helping Dreams Take Flight. We have big plans and ideas for Monarch. Over time, you will see some of these ideas come to life around you.
Join us to HELP DREAMS TAKE FLIGHT!
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Indiblu Design Group is a full-service creative services firm in Charlotte, N.C. that specializes in branding, print design, and marketing for educational institutions, non-profit organizations and corporate clients. For more information, please call (704) 587-3625 or visit us online at www.indibludesign.com.
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The brochure will be followed up with additional collateral pieces that continue the theme of “Take the Next Step.”
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Examples included in the colorful and easy to read brochure are: “Reason #215 The Annual Fund continues to provide new play equipment and new play areas for our children to explore” and “Reason #178 More families can consider The Raleigh School as an option for their child’s education because our Annual Fund helps to keep tuition costs lower and funds needbased financial aid.” 350 PEE DEE AVENUE ALBEMARLE, NORTH CAROLINA 28001
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THE RALEIGH SCHOOL ENLISTS INDIBLU DESIGN FOR ANNUAL FUND REDESIGN Private school encourages donors to “Take the Next Step” with new brochure
The original purpose of the new brochure was to provide potential donors information to encourage increased giving. Rather than a traditional question and answer brochure, Indiblu created a “Reasons to Give” theme to give donors more tangible examples of how and where their is used to support and enhance each student’s experience. The reasons centered around each child’s unique value and there are 438 great reasons to give!
Emotional stories of lives changed, of people who went the extra of Anew beginnings, of making 350 mile, PEE DEE VENUE ALBEMARLEAnd, , NORTH AROLINA 28001 choices and of dreams come true. We were touched by the responses. yetCsome people asked us to do something more. Many asked us to find a way to better communicate to the public who we are, what we do and to help create a better understanding of those we serve. But even more asked us to clarify our name. It seems there is some confusion about how we fit into to the Arc puzzle, how we are funded and what our name means. We have many locations operating under various names that have been part of Arc Services for some time. All of these locations have further added to the confusion.
Referred by
January 23 Mental disorders affect about 1 in 5 people in the U.S. each year.
Peggy Terhune, Ph. D. Executive Director
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Helping Dreams Take Flight
The dream revolution lives on. The dream has changed. The organization has grown and changed. The world around us has changed. And now, to better serve our people, the name is changing too. Arc Services, Inc. is changing to
3 350 PEE DEE AVENUE
ALBEMARLE, NORTH CAROLINA 28001
PH (704) 986-1500
H E L P I N G D R E A M S TA K E F L I G H T
(800) 230-7525
www.MONARCH-
FX (800) 227-8961
WWW.MONARCHNC.ORG
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Monarch in a non-profit organization providing person-centered community based services for people of all ages who have developmental disabilities, behavioral health and substance abuse needs. Services include support options, residential, vocational, and behavioral health.
Helping Dreams Take Flight
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HELPING DREAMS TAKE FLIGHT
16 Visit www.MonarchNC.org or call 1.866.000.0000 to learn more about the dream revolution at Monarch.
www.MONARCHNC.ORG
Behavioral Services 350 Pee Dee Avenue Albemarle, NC 28001 PH 704-986-1500
Susan Smith Staff Member
Terri Bernhardt
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Phone (704) 983-3911
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FOR IMMEDIATE RELEASE 02.07.08
THE RALEIGH SCHOOL ENLISTS INDIBLU DESIGN FOR ANNUAL FUND REDESIGN Private school encourages donors to “Take the Next Step” with new brochure
Visit www.MonarchNC.org or call 1.866.000.0000 to learn more about the dream revolution at Monarch.
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Charlotte, N.C.—The Raleigh School has partnered with Indiblu Design Group to design its new Annual Fund brochure. The original purpose of the new brochure was to provide potential donors information to encourage increased giving. Rather than a traditional question and answer brochure, Indiblu created a “Reasons to Give” theme to give donors more tangible examples of how and where their is used to support and enhance each student’s experience. The reasons centered around each child’s unique value and there are 438 great reasons to give! “Parents in private schools are asked to give to annual funds each year. Many of them do not completely understand what an annual fund is so we wanted to give them along with a fresh design look - heart felt, personal reasons for why these gifts are so important,” said Kimber Flynn, Indiblu Design Group’s principal and design director. Examples included in the colorful and easy to read brochure are: “Reason
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BEHAVIORAL
MONARCH VOLUNTEER OPPORTUNTIES
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Copyright 2008. All rights reserved. Indiblu Design Group
CLARIFYING THE ORGANIZATION’S MESSAGE WAS GOING TO BE A CHALLENGE, BUT THE TIMING COULD NOT HAVE BEEN BETTER. ARC SERVICES WAS ON THE VERGE OF MOVING ITS HEADQUARTERS TO A NEW LOCATION, AN OLD HISTORIC MILL IN THE CENTER OF TOWN, SO THE TIMING WAS PERFECT FOR A REBRANDING CAMPAIGN. INDIBLU’s creative team quickly kicked into high gear and created the new identity and name--Monarch. The name, logo and signature line – “Helping Dreams Take Flight” were developed to emphasize the organization’s mission as a leader in human services and to embrace the people Monarch supports. 12
Monarch’s CEO Dr. Peggy Terhune, was hesitant at first about a name change. “I actually told them we would never change the name. When they came to the executive team with a presentation that featured a new name, logo and tag line, I was quite surprised. But after careful consideration, we decided to present the idea to our board of directors, who loved it and told us to move forward. When the team at INDIBLU made their presentation to over 200 managers across the state, they received a standing ovation. Everyone both internally and externally has embraced our new name. And with it, we have become stronger than ever.” One of the main launch pieces created was an awareness video featuring recording artist Sarah McLachlan’s song “Home”.
Indiblu worked closely with McLachlan’s agent to arrange for rights and usage of her music. She graciously donated the use of her song to support Monarch. When Monarch moved to its new headquarters, the ribbon-cutting event involved a Monarch butterfly launch, extensive press coverage, a butterfly bush sale and tours of the new historic offices. Many people who are supported by Monarch were even present to take part in the celebration. Monarch continues to receive benefits from its new identity, such as design awards, ongoing media coverage across the state, Dr. Terhune was appointed to several high profile legislative initiatives and is a frequent guest in D.C. speaking on behalf of the people Monarch supports.
Jamie’s Dream
A hopeless case. That’s how many people see a kid like Jamie. In trouble with the law, kicked out of school, using drugs and alcohol. When the courts sent Jamie to Monarch, all he cared about was getting out. His parents gave up a long time ago. His grandparents were doing everything they could. It was not enough.
Jamie came to his counseling sessions angry and bitter. He continued to spiral downward. His Monarch counselor would not quit. She met with his grandparents again and again, talked with the school and with his court appointed lawyer. Jamie got arrested. When Jamie didn’t show up for a session, she tracked him down to reschedule. She met with him at home, school and detention centers. Jamie got into a fight at school. She looked for creative ways to talk to him and things that would pique his interest. Jamie was put into a group home.
TH E DR EAM R EVOLUTION You are familyAWARENESS to us. We define CAMPAIGN the Monarch Family INITIAL as the people we support, their families, and the people who work for Monarch. We include volunteers, supporters and community partners as part of that extended family. We are all brothers and sisters given different roles in life. Each of us has something to give and each of us may receive something in return. The perceived value may not be obvious to everyone, but a smile or a hug after a long day is well worth the extra hours for the people at Monarch.
Then, finally, when Jamie couldn’t stand where he was any longer, he finally admitted, “Maybe I have a problem.” He asked his Monarch counselor for help. She was there, unwavering in her commitment to help him.
Be a part of the Monarch Family
Internally, the benefitsand have A strong cohesive brand identity find a been way to get involved reports attracted donors and sponsors. Thanks great as well. Terhuneyou can. Visit that www.MonarchNC.org employee morale is better than ever, to the materials created for Monarch, or call 1-866.986.1500 to become a part of and turnover has beenthedrastically Mike Minter, formerly of the Carolina Dream Revolution at Monarch. the state Panthers, agreed to work as its primary reduced. Employees across We believe that the gift of helping a dream take flight have embraced the new identity and fundraising partner and foundation is the greatest gift one can give. As we grow and evolve, we see a future where our efforts will help our family are finding their own creative ways to planner. grow making even more dreams come true. use the brand imagery in their homes and offices. MonarchPrinted hason flourished In addition, Monarch is working with recycled paper. in this tough economy and Terhune large corporate donors across the attributes that directly to the state to facilitate larger promotions rebranding. and fundraising efforts, such as the inclusion of the Monarch name and “We doubled in size the last five years logo on NASCAR driver Jimmie and are helping more people Johnson’s “Helmet of Hope.” than ever,“ said Terhune.
All of that persistence might pay off after all.
Through many tears, Jamie worked with his Monarch counselor day after day. She helped him and his grandparents mend their relationship. Then, she helped to connect them to natural supports within their community. Countless phone calls and letters followed. Monarch never stopped believing in Jamie. He was not going to become another statistic.
At Monarch, we don’t believe in hopeless cases. We believe in people. Today, Jamie is doing well in school. Actually, he is on the A/B honor roll. He spends his spare time releasing stress at the gym and has found comfort in his spirituality. He often writes to reflect on his experience – about why he turned to drugs and how he plans to stay away. His grandparents continue to be a source of love and faith. His new circle of friends has been supportive as well. The future looks bright for Jamie. We feel privileged to know this amazing and strong young man and see a bright future for him.
IMPACT STORIES All the help you need. All the best professionals. All the time. Monarch ACTT Assertive Community Treatment Team What is Monarch ACTT? The Monarch Assertive Community Treatment Team, or ACTT, provides a comprehensive individualized treatment program for people who have been diagnosed with a severe and persistent mental illness. ACTT works with individuals and their families (when appropriate) to determine the best course of action to achieve a fulfilled and successful life in spite of mental illness.
www.MonarchNC.org
What is different about ACTT services? Monarch ACTT is available 24/7 and provides rapid response to calls. The Team employs a holistic approach to treating individuals and works within the premise that hope, empowerment, positive relationships, and social adaptation are fundamental elements of recovery.
How does ACTT actually help? The healing starts at home. Monarch ACTT spends time at home with individuals helping with everyday basics such as getting moving in the morning, taking medications, and making it through the day. Team members closely monitor progress to ensure that medication is working and being administered correctly. They also help people find proper housing, sort out expenses, and build skills for the home, community and workplace.
To inquire about Monarch ACTT services, please call our referral line at 1-866-272-7826.
an affliated chapter of the Arc
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