Empowering Possibilities Through Digital Marketing
Center for Human Services (CHS) is a nonprofit organization that helps people of all ages across Missouri. Its primary services help individuals develop their skills to overcome physical, mental and financial challenges. CHS began in 1955 by serving nine children in Sedalia. Now, over 800 employees serve more than 11,000 individuals across the state, providing support through various service lines.
Challenge
The need to serve people with disabilities continues to grow across the state of Missouri and beyond. As a leader in this industry, Center for Human Services is growing to meet this need. Along the way, CHS has faced both challenges and opportunities in building awareness, recruiting enough qualified employees, expanding its fan and donor base and differentiating itself from its competitors, most of whom are well-known national organizations.
Approach
To accomplish CHS’s objectives, Callis did extensive research and developed an integrated marketing communications plan that included a re-brand, new website and diversified digital marketing and media campaign. One component of this initiative was the launch of tailored recruitment campaigns across digital channels that highlighted the “why” behind working at CHS and the career growth opportunities.
Another component was a strategic partnership between CHS and Mizzou Athletics. This leveraged new markets and greatly expanded CHS’s reach through sponsorships and collaborative marketing initiatives. Marketing tools such as in-venue signage, video ribbons and event promotions helped fans better recognize the brand and enhance its image.
To support these targeted initiatives, Callis also developed and executed a social media, video, streaming TV and programmatic advertising campaign to spread awareness of the organization throughout rural Missouri and also to large urban markets where CHS provides services.
Impact
The implementation of unique strategies and comprehensive digital marketing programs increased the level of interest in a CHS career and attracted a record number of new applicants in the St. Louis market. It greatly increased brand awareness and elevated it to an entirely new level. It also successfully positioned CHS as a leader in its industry for both employment and those needing disability services.
