About The Client

Founded in 1960 on the belief that strong families are the cornerstones of strong communities, the CFR promotes independence and self-sufficiency through its unique one-on-one approach. Armed with employment, education and housing services, and supported by leadership and mentoring programs, the CFR has helped thousands of low-income families reach economic and domestic stability.

The Situation

Like many community-based non-profits, the CFR operates on the generosity of others. Since there had been tremendous growth in the numbers of non-profits the CFR found itself faced with a critical marketing challenge for the first time in its 40-year history. The CFR needed to solidify its place in the community and promote its cause to the people and businesses who would support it through donations or volunteering.

The Result

Mopdog surveyed internal and external stakeholders to identify the CFR’s unique attributes, strengths and market position. Survey information was then used to develop key messaging, corporate identity and collateral. Mopdog also created templates and tools in order to help staff be self-sufficient – echoing a value that is part of their organization. During this process, The Mansour Center, the CFR’s educational meeting space, was also evaluated and an identity emerged, from which a logo, website, collateral and eCommunications were developed. Ongoing work includes developing materials for the CFR’s annual fundraiser, Oscar Night® America, including program, signage, communications, collateral and assisting the organization with marketing strategy.