Partnership highlight: Project Access NOW
At the start of its full-time operation, around April 2008, Project Access NOW, a Portland nonprofit coordinating a network of volunteer physicians, had plenty of marketing needs. “Times were challenging, there were so many unknowns,” said Linda Nilsen-Solares, Project Access NOW Executive Director. “We had many ideas but had no staff to do all the things we knew we wanted. Ideas are no good if you don’t have the capacity to execute them.”
The partnership with Semiosis Communications launched at the right time for Project Access NOW to keep its startup momentum going. According to Linda, “We delineated responsibilities and have used Peter as a staff member to some degree. We’re always sure that what we need is going to get done in a timely fashion. From the value perspective, working with Peter and Semiosis Communications was the best business decision. With money being a limitation, it was a wiser move to outsource marketing than to do it internally.”
After a quick review of Project Access NOW’s marketing plan, Semiosis Communications developed a number of marketing tools to help the organization reach its goals.
1. Brochure (developed in collaboration with graphic designer Sherry Jirles and printer Alphagraphics Hillsboro). Linda: “To actually have the brochure printed and for it to be nice was a huge step for us, for our image and presence in the community. Having a physical symbol of what we do created a powerful energy around our work. It made a world of difference to be able to demonstrate that we were robust enough as an organization to take time and effort to create a really nice, though not flashy, marketing piece. At the same time, the process of creation helped clarify roles with our local partners, so it was helpful on many levels.”
2. Vertical display boards (developed in collaboration with Sherry Jirles and Alphagraphics Hillsboro), for use at events by Project Access NOW and its partner organizations in participating counties. Linda: “It can be intimidating for a small nonprofit to present itself next to major pharmaceutical companies and their fancy displays. To have display boards that are professional and solid without being glamorous or flashy gave our messaging and presence in the community a boost. We felt differently about our own organization. When you look good you feel good.”
3. Electronic newsletter. Linda: “We’d used to send out partner update emails we were sure people didn’t read. We needed to communicate regularly on our fast progress. We’ve been getting a lot of positive feedback from people on the e-newsletter – they love getting the information, articles, pictures… We show there’s a story to tell and that we put effort into telling that story. It gives out a sense of togetherness. And we know who reads it.”
4. Website. Linda: “Our website content wasn’t strong. Things were out of date, lots was missing, the navigation was cumbersome. Peter’s report, which analyzed the site and made recommendations, made sense; we hadn’t thought of so many things! Now we have images, articles, more relevant and updated content, people sign up for our newsletter… We’re now also getting donations from our website. In three weeks after the update, we received three, out-of-the-blue donations totaling $1,200, which for us is huge. That wouldn’t have happened without Peter’s work.”
As a final note, Linda said, “Serendipity is a result of hard work and intent. Everything you’re able to do, every opportunity you take advantage of, you never know what’s going to happen. You first have to have a presence, and ours has reinforced the community’s trust in our competence and professionalism. Our recent inaugural Open House was a great example of this: over 80 people came, invited via the e-newsletter and website. Because of our image, it felt like an event they should go to. Peter’s flexibility and responsibility for so much helped us be more accountable. Internally, all the work would have taken far longer and wouldn’t have got done as well, if at all. Peter has helped propel us on a positive, upward spiral.”
(June 2009)
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