Case Studies: CATS
"Our Taproot Foundation Service Grant provided us with much more than a brochure. It taught us how to tell our story and gave us the confidence to promote our organization in the community. As a result of our work with the Taproot Foundation, our individual donor campaign was 50% more effective than last year."
- Teri Sideikas, Development Director, CATS
- Teri Sideikas, Development Director, CATS
About Community Awareness & Treatment Services
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Community Awareness and Treatment Services (CATS) is a San Francisco based nonprofit that has been serving the most ‘at risk’ local homeless populations for over 25 years through a continuum of HIV/AIDS, alcohol and substance abuse outreach and treatment programs.
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The Challenge
Facing major government budget cuts, CATS needed to appeal to new funding sources including foundations and individual donors. To meet this challenge, they required clear and compelling marketing collateral that could be used for fundraising and educating the community. CATS’ existing marketing materials were outdated and did not reflect the organization’s mission or communicate their comprehensive network of treatment services. CATS asked the Taproot Foundation to help them build a core marketing tool to serve as the basis of their communications strategy.
The Work
The Work
The Taproot Foundation awarded CATS a print Brochure Service Grant with an estimated value of $25,000 to assist the organization in its marketing efforts. The Service Grant team worked closely with CATS and leveraged the range of marketing and advertising experience within their team to create a high-impact brochure.
The Service Grant team developed and presented CATS with a choice of three creative directions and messaging treatments to help them tell their story. The chosen messaging "We reach farther to reach more" emphasizes the breadth and extent of CATS’ range of treatment services.
Once creative direction was determined, the Service Grant team worked to further develop the layout, imagery, and creative copy. The team conducted a series of in-depth interviews with CATS staff and clients to help the organization build a testimonials library that the organization could also use for future marketing efforts.
Printed material assumed a friendly and unified tone. The CATS mission and impact was brought to life through a compelling design and narrative framework. CATS’ network of services was set in an easily comprehensible graphic. The team worked closely with CATS throughout the final design and revision process and assisted in the selection and management of a local printer.
The Service Grant team developed and presented CATS with a choice of three creative directions and messaging treatments to help them tell their story. The chosen messaging "We reach farther to reach more" emphasizes the breadth and extent of CATS’ range of treatment services.Once creative direction was determined, the Service Grant team worked to further develop the layout, imagery, and creative copy. The team conducted a series of in-depth interviews with CATS staff and clients to help the organization build a testimonials library that the organization could also use for future marketing efforts.
Printed material assumed a friendly and unified tone. The CATS mission and impact was brought to life through a compelling design and narrative framework. CATS’ network of services was set in an easily comprehensible graphic. The team worked closely with CATS throughout the final design and revision process and assisted in the selection and management of a local printer.
The Result
Three months after project kick-off, the Service Grant team delivered a print ready brochure to CATS.
The Service Grant Team
The engagement team included:
Gail Villafuerte, Senior Content Manager, McKinsey & Co., expert in client
management Rebecca Rozanski, Account Supervisor, BARC Communications, expert in
project management and marketing Tim Bremner, Art Director, FCB, graphic design expert
Pepa Reimann, Design Director, FutureBrand, expert in design and layout
Juliana Cobb, Copywriter, Publicis Dialog, expertise in crafting language for
marketing materials
management
project management and marketing
marketing materials
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