Outreach Project, which has been providing drug and alcohol services in the New York metropolitan area since 1980, stands out as a leader in the provision of adolescent residential services, services for women and children, and treatment services for diverse populations. In addition, it now operates the largest Credentialed Alcoholism and Substance Abuse Counselor (CASAC) Diploma training program in New York State.
Despite its great success Outreach Project felt the need to increase its visibility in the markets it serves. To accomplish this, Outreach management asked NESC to help in the development of an effective branding and marketing effort.
The NESC Solution
NESC, in conjunction with Outreach Project’s management, put in place a branding process which was able to capture the essence of Outreach and define it in a clear and concise statement. This message was translated to a tag-line that describes the benefits Outreach offers and, just as importantly, a tag-line which staff and other key stakeholders can relate to and be motivated by… Reaching Out to Build Healthy Lives. The tag line was integrated with a new logo.
This package has been factored into a marketing action plan that aims at maximizing Outreach Project’s staff and client base in selling its services to clearly defined target audiences, with Outreach’s website reflecting the “new look” and fully supporting its business development activities. The branding process will be coordinated with the development of a marketing/sales plan. This will include defining Outreach’s target markets and outlining approaches for reaching these markets.
As part of the marketing initiative, Outreach Project wants to capitalize on its management staff in selling its services by training and motivating them. This will require outlining and developing a tailored sales training program with the NESC consultant(s) implementing the training for the managers.