For more than 40 years, Community Alliance has served as a community-wide lifeline for people in crisis. Today, the need for expert mental health services is greater than ever. To respond to that need, Community Alliance is building a new Center for Mental Health that will serve as a one-stop access point for both mental and physical health care.
The new building presented an opportunity to tell Community Alliance’s story, expand its support base and connect more people with its services. Emspace + Lovgren developed and launched a public campaign to build support and pride around the new program headquarters with complementing awareness tactics reflecting Community Alliance’s position as a leader and community-wide resource in the mental health field.
As a word that evokes life and growth, flourish is something anyone can do with the right support, environment and circumstances. Flourish also evokes flowers and plants, and connects the language to the leaf present in Community Alliance’s logo. As powerful as the word is as a verb, the noun definition felt dually apt as a memorable, celebratory moment in Community Alliance’s history.
With a brand and messaging established, we worked with Community Alliance leadership to launch the campaign from the inside out — intentionally engaging the organization’s passionate staff, acknowledging the work and commitment they show every day and inviting them to play a part in the campaign’s success. Staff received flourish-themed pins, journals and notecards upon which they were asked to write their own intentions and aspirations for the new center.
After rallying staff, we were ready to announce the campaign to the public. A press release, email campaign, direct mail appeal and paid media promotions drove traffic to a landing page where visitors could learn more and donate to the campaign. We also made sure that curious supporters who visited Community Alliance’s blog and social media pages would find content that reinforced the importance of increasing access to mental health services, which is exactly what the Center for Mental Health will do.
When we launched the campaign landing page, it amassed the second highest single-day views since the website’s redesign earlier that year. The social media launch contributed to the highest volume of engagements in more than a year. Media coverage included WOWT and the Omaha World-Herald and the Nebraska Examiner.
We are excited to continue our partnership with Community Alliance to promote this campaign and report on further results in the future.