‘New Way to a Better Tomorrow’ at Rescue Mission
YOUNGSTOWN, Ohio -- Rebranding the Rescue Mission of the Mahoning Valley was less an issue of finding out what wasn’t working but rather determining where the organization wants to go.
The result of the process that began in late February was revealed Thursday at the Rescue Mission’s Martin Luther King Boulevard shelter, where the organization’s new theme, updated logos, television spots and other marketing materials were unveiled. The theme, “The New Way to a Better Tomorrow,” reflects the mission’s increased focus on assisting clients through education, job training and guidance.
“It’s important to understand that this rebranding is not to create an image,” said George Farris, CEO of Farris Marketing, Boardman, which worked with the Rescue Mission to develop the rebranding campaign. “Our job at Farris Marketing is to find the truth and present it well.”
Just a few months ago, the Rescue Mission began a new partnership with San Diego Community College to offer a two-year degree program online that augments other job training and counseling programs at the mission.
The Rescue Mission “does not just do one aspect of helping the needy of our area,” said Marisa Volpini, board president. In addition to providing food and shelter, it provides an educational component “where people are empowered to look for a future for themselves so they will not become dependent on government assistance,” she said.
“It’s all about transforming lives,” added Jim Echement, the agency’s executive director.
The focus of the Rescue Mission has changed as it adapted to meet the demands of the individuals who come through the door, Echement said. Clients are “really intent” on changing their lives, he noted. “They were serious about it and we had to get more serious about it,” he remarked.
Through the various programs, the mission tries to equip individuals so that they don’t need to return to the shelter. “They get all of the education they need or they require to get a job ,” Echement said. “They save half of their disposable income, working toward a number that will enable them to leave here with three months of rent in their pocket, and extra $1,000 of savings and a year’s worth of transportation, whether that’s bus passes or perhaps even an automobile.”
The decision to rebrand the Rescue Mission as “The New Way to a Better Tomorrow ” came result when a “dear friend” of the organization suggested it needed to rebrand because of the new things the mission is doing, Echement said. He got in touch with Farris, who has worked with the mission in the past.
Farris was told there were “no sacred cows” and everything was on the table, Echement recalled.
“We met with Jim and his staff several times to discuss the way the mission is today, ‘The New Way’ and what they’re doing,” Farris said. “It’s really letting you see what the mission is and making it easier for you to do that. Farris acknowledged he was surprised at how upbeat the mission’s clients were when he visited. “When you see the way lives are transformed you understand why they’re happy,” he remarked.
“When Farris presented the logo that was ultimately selected, it immediately brought to mind John 3:16 – “For God so loved the world that he gave his son,” Echement said. “Every time I look at that hand giving the Son that sacrificed so we would have eternal life, I said that’s the story.”
“What we did with the branding was try to express this is a new day, it’s a new way and it’s upbeat,” Farris said. “It has the colors of the morning sunshine, it has the greens of new growth and it represents more of an upbeat image than it has in the past.”
Area performers Mary Jo Maluso and Rick Blackson also debuted a new song based on the new theme at the event, where members Men on a Mission, formed by mission clients, also performed.
In addition to the new theme and marketing message, the Rescue Mission also unveiled a new way for businesses and individuals to help address its financial needs. Just providing basics such as food, utilities and such costs in excess of $12,000 each month, Farris said. Individuals can join the Better Tomorrow Team for $10 per month and businesses can participate for $100 per month.
“A lot of people would like to help” but think they can’t afford to, Farris said.
Copyright 2014 The Business Journal, Youngstown, Ohio.
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