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WORK Inc.
Helping a Mission-Focused Organization Refine its Message
WORK Inc. is one of Massachusetts ' oldest providers of vocational rehabilitation services, housing, transportation and employment opportunities for people with disabilities. In spite of its high regard in the non-profit realm and among those served, lack of a clearly defined message kept Work Inc. from garnering the public recognition it deserved. Our task was to create an organizational identity for this leading non-profit agency, resulting in greater recognition and financial support from the community.
We devised and implemented an integrated campaign to revitalize WORK Inc.'s brand identity. Effective elements of the program included a bold, distinctive logo and tagline ("Providing quality service, promoting quality lives"); distinctive and consistent materials on the organization's history, programs, and mission, including its first newsletter; expansion of its mailing list and legislative outreach; bylined articles positioning the organization as a disability issues expert; work in alliance with for-profit partners to help disseminate the message; and the strategic development of case studies and testimonials.
In the first year, WORK Inc. achieved its first positive news coverage in the local media, and the organization has since sustained widespread positive visibility in the local newspapers and radio. The messaging work up front in conjunction with this extensive coverage dramatically increased WORK Inc.'s recognition throughout the community and thus assured its continued survival, by helping to raise funds and acquire facility maintenance contracts with such clients as the John F. Kennedy Library and Museum. Today, it remains a thriving organization recognized throughout the region for enhancing the lives of many people in Massachusetts .
This work, recognized by The Publicity Club of New England with a Bell Ringer Award, was created by the principals and senior staff of Solomon McCown & Company while we were members of a prior agency co-founded and managed by Helene Solomon.
