Seneca family of agencies
Fostering Hope Fostering Compassion
Seneca Family of Agencies is a large nonprofit working in a variety of different social services sectors. When the foster family branch of the organization approached us, they weren’t quite sure what they needed, but their problem was as clear as day: They were having a very difficult time recruiting caregivers for their most intensive foster care program; this problem was especially pronounced in their California Central Coast area. What followed led to a comprehensive solution, impacting so much more than just the client’s presenting problem.
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CAPABILITIES
- Creative Strategy
- Campaign Branding
- Advertising Campaign
- Digital Marketing
- Media Planning
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DELIVERABLES
- Logo + Messaging
- Print + Digital Ads
- Social Media
- PowerPoint Presentation
A First Look
With some working knowledge of social services and an intimate understanding of the geographical location, our team dove into research, knowing that we needed to fully identify the problem before starting to ideate solutions. We conducted a thorough audit of all their existing materials, communication strategies and potential solutions that were working in the other geographical areas they serve.
We identified a few key areas that could use a change. Some of these were directly related to the problem at hand. Others were more tangential. Still more would not likely have an immediate impact, but could improve their recruitment by leaps and bounds over the long term. We presented our findings and recommendations to the client, with multiple options for tackling the problem. They opted to go big, and invest in all of our recommendations, understanding the long-term impact they could expect.
Previous Materials Audit
A Multi-Pronged Approach
We knew that in order for Seneca to better recruit foster parents for their most intensive program, they would also need to strengthen their recruitment of all foster parents; those who had already spent some time as a foster parent were much more likely to opt into the more intensive program.
Because child welfare and foster care is such a stigmatized and misunderstood part of our world, we wanted to focus on improving the community’s overall perception of foster care, while also priming specific audiences for future recruitment.
In all, we strategized a multi-pronged approach: First, we would address community perception of foster care, and work to correct any damaging or incorrect ideas through a community interest communications campaign. Second, we would cultivate awareness and advocacy within the larger community through targeted education and outreach. Finally, we would identify and reach out to target audiences who were well-positioned to become foster parents.
Community Input
The research we had done thus far had left us with some solid hypotheses about existing community perceptions, but it was important to verify that those perceptions existed specifically on the Central Coast. Additionally, we wanted to hear more from stakeholders who could inform our strategy and messaging.
Our first step toward this end was crafting and distributing a community-wide survey. The survey was publicized via multiple channels and explored perceptions of foster care across multiple demographics within the Central Coast. We also conducted focus groups with folks with a variety of experience (or lack thereof) with foster care.
Once we had collected the stories, perceptions and information needed, we analyzed the information and drew some conclusions that could inform our strategies and messaging. We also shared our findings with the team at Seneca to provide a shared understanding of the community landscape.
Strategically Distilled Messaging
Because of our multi-pronged approach, we had quite a few audiences to reach. We needed our messaging to be comprehensive and cohesive, with general messaging that could reach all of our audiences, as well as more specialized messaging and calls to action for specific audiences. The foster care system is complex, and the stigma surrounding it is not easily dispelled. Our task was to take complicated information and distill it into digestible, actionable messaging that would work to support the larger objectives and approach.
The themes we captured in all of the messaging were identified specifically to counter harmful narratives the community held regarding foster care. Additionally, as kiddos in foster care are a vulnerable group, it was important to come from a strengths perspective, lifting up those foster care seeks to serve. Messaging themes included resilience, stability, growth, and changing hearts and minds.
Bringing the Messages to Life
Creating visuals for the community interest communications campaign—as well as the longer-term outreach and recruitment—meant honoring the messaging and intentions behind the messaging, while staying true to the larger Seneca Family of Agencies brand. The brand has a deep history, but its different branches have some degree of autonomy. As part of our discovery process, we saw a few opportunities for the brand to evolve. We worked closely with the Seneca team to refine the existing logo, develop iconography and refresh their color palette before developing additional visuals.
The result was a friendly and constructive set of colors and design elements which provided both consistency and the flexibility of modular design. Blocks of color come together to create dynamic and energetic backdrops for vignettes of human experience, messaging and information. The color blocks represent community, relationships and stability, upholding the larger messaging themes.
One of the most important elements of the new visual identity is photography capturing the diversity of the people involved in the foster care system. In a grand departure from the stereotypical image of a sad or lonely child, the new photographic style is candid, joyful and grounded. It highlights the connections that can be forged between stakeholders, rather than the hardships those involved in the system face. It is inspirational and hopeful.
To ensure all of the new brand elements were consistently executed for on-going Central Coast outreach, we developed comprehensive brand guidelines. Covering basics like logo usage, colors and typography, as well as more in-depth examples such as various print and digital examples, apparel and environmental applications, the Seneca team had all the pieces in place to work with this new brand for years to come.
Spreading the Word
Rolling out the new visual identity and messaging started with a strategic communications plan, which mapped out various channels and timing, as well as the assets that needed to be created or reworked for a successful execution.
From existing brochures to a new set of social media graphics, we applied the new brand visuals and messaging across everything Seneca needed to successfully change hearts and minds—and recruit new foster parents to care for children on the Central Coast. We restructured, rewrote and redesigned the existing recruitment website, adding an emphasis on awareness and community action for those who wanted to support kids in foster care, but weren’t positioned to become a foster parent.
Fostering Understanding
Additionally, we created new materials that could be used both internally and externally, such as a PowerPoint deck and guidelines for how to discuss foster care and the larger system with a variety of stakeholders.
A Compassionate Future
Today, with the strategies and assets in place, Seneca has strong foundations from which to build community awareness and reach their longer-term outreach and recruitment goals. Cultivating community compassion toward stigmatized social issues takes time, patience and persistence. Turning that compassion into action—especially action in which a community member takes a child into their home—requires consistent and compelling messaging and outreach. Seneca’s team of social workers is incredibly skilled at having one-on-one conversations about foster care. They have deep roots in training, supporting and retaining foster parents. With the strategies and assets now in place, they also have the tools needed for longer-term, more foundational work in the community.
Our experience working with Waltz Creative was nothing short of fantastic. The team was very friendly, knowledgeable and supportive, and put in concentrated effort to make sure our needs were being met every step of the way. I was so impressed at how much work the Waltz team did to not only understand our needs as an agency, but also to understand the field we are working in, so they had a full picture of how to best support our goals. It truly has been a pleasure working with you and your team!”
Alex Rush
Statewide Resource Family Recruitment Supervisor Seneca Family of Agencies
