Organizational Overview: The Central Alberta Child Advocacy Centre (CACAC) is a non-profit organization based in Red Deer, dedicated to protecting children and families of abuse. It works in partnership with several other non-profit and government social services, helping to create spaces that blend investigation, treatment, prevention, education, and research. Opening their first temporary location in 2017, they raised funds for three years in order to secure a permanent home on the grounds of Red Deer College.
Listen: With a new facility on the way, CACAC knew the importance of building a brand that would bring awareness to their cause. They wanted to highlight the impact their organization had already had in its short existence, which would boost their presence in the region, and formalize their marketing materials and collateral. They needed a unifying brand and message, delivered where it would be most effective to attract attention and reliable sources of funding. For this, they reached out to William Joseph.
Act: We began by completing a detailed Insights analysis of the organization, gathering valuable data on CACAC’s opportunities, strengths and weaknesses, and competition. We immersed ourselves into their business environment and began thinking about how we could turn our findings into action.
We discovered that awareness of the organization within the Red Deer area was high, but the connection between that presence and funding was lacking; competition for donations, grants, and community support was intense. So our first task was to define a new brand for CACAC that was welcoming, warm, and inspiring – something that showcased their excellent work and mission.
From that brand’s foundation, we built out a Tactical plan that would guide the organization forward, complete with a database of digital assets that both our team and theirs could use in all materials for a consistent look and feel. Together, we also recommended courses of action that would get the best results for their efforts in the future.
Results: We helped the CACAC update their website to take full advantage of the new content, colours, and branding, and continued on by designing a donor wall, stationery suite, leave-behind materials, and other items that could be used to drive awareness in every situation. Equipped with their new look and a fresh perspective, CACAC is a bigger presence than ever before in the central Alberta region – serving dozens of communities, helping hundreds of individuals, and educating the public with leadership luncheons and other informational events.