Brand Development For A Mature Non-Profit

Curry Senior Center

CHALLENGE:  Even after 40 years, the Curry Center is still an unknown service organization for low-income seniors in San Francisco’s Tenderloin neighborhood.  They have been known solely among housing agencies and core constituents, but had always been upstaged by other agencies with larger budgets and wider client bases (St. Anthony’s and Glide).

SOLUTION:  MediaWorks did an assessment of their external messaging and worked on brand development to streamline and focus branding on their core services:  medical, housing, social services, meal site and case management.   We worked with their internal marketing team create materials with a coherent message would emphasize this positioning.  In addition, we worked with the annual Gala committee to work to get new donors from Nob Hill on board to increase the potential donor base.

  • Revamp Website
  • Refined Elevator speech to include core competencies
  • Expanded the Gala Committee to include Nob Hill patrons
  • Created 7 minute video to use for all marketing purposes that tells how Curry impacts the lives of its clients
  • Feature stories on clients in SF Examiner and Chronicle
  • Became key partner in visibility for Tenderloin Health Fair
  • Arranged for:  30 “Happy Anniversary, Curry” video to play at Giants Game
  • Designed and coordinated 50 banners on light poles throughout the Civic Center Neighborhood

RESULT: The board and staff have a much clearer, coordinated direction of how to introduce Curry, and everyone is on-board with the same  “elevator pitch.”
Volunteers have nearly doubled, the annual Gala has increased it fundraising goals by 15%, and another annual fundraiser doubled its net profit from the previous year.

Curry Senior Center Logo

Phil is a seasoned public relations professional. He has a keen eye and is able to sort out the relevant parts of a situation making to make a compelling media story. His hands-in approach made us comfortable – he’s a great person to work with!
David Knego
Executive Director
Curry Senior Center