CASE STUDY:
STCF Outreach Center
Fractional CMO 2014-2021
The Challenge
The Approach
The Solution
The Results
The Challenge - Like many ministries and nonprofit organizations, STCF was doing a wonderful job of serving their community with faith and outreach services. They were struggling however with strategic, consistent marketing that would attract more people who needed what they offered. They had a strong volunteer base of people willing to assist but they were lacking a marketing expert who could bring strategy and direction to their efforts. They were in need of a new website. They had no social media presence. They had a mobile app that was being underutilized.
STCF hired me as a fractional CMO to come in and oversee all marketing strategy and operations. I was responsible for team development, content marketing, digital strategy, non-digital strategy, and communications.
I started by getting an understanding of their goals and long-term objectives. From there, I took an assessment of all of their marketing assets to determine where there were gaps that needed to be filled. Next, I came up with a comprehensive strategy which included team development, digital strategy, and non-digital strategy.
Team Development- When I started working with STCF they did not have a marketing team. I built the marketing team from the ground up. I started with a clear understanding of which roles were needed and writing descriptions for each role. I then created sub-teams which included social media, administrative, website/app, and photography. Each area had an appointed leader and supporting members. We hosted monthly team meetings to discuss current projects and tasks. I also created an online file-sharing system for us to share necessary information and content.
Digital Strategy - I oversaw a redesign and restructuring of their website and each year we made design updates to keep the page fresh and attractive. We shortened the URL and made it easier to remember. We launched a stronger social media presence with the launch of Facebook, Instagram, and Twitter pages. I moved the mobile app to a new platform and redesigned it to make it more robust and add additional features. I introduced Facebook and Instagram ads to the organization. I created ad campaigns for major holidays and events to increase exposure to new local audiences.
Non-digital Strategy- I coordinated the marketing strategy for their capital campaign project. I branded the project and named it “Project Rebuild”. Through this campaign, I worked in conjunction with the audio/visual team to produce video marketing describing the purpose of the new building. I also created copy and design for the campaign booklet, website, and other collateral. I coordinated yearly postcard mailer campaigns. These campaigns targeted local residents to make them aware of the services and outreach that STCF offered.