Raising Awareness

PRIMO CENTER

SHOWCASE
Primo Center Logo

GIVING A VOICE TO THE HOMELESS

Primo Center is Chicago’s largest and highest performing provider of shelter and services for homeless children and their families. More than one-third of the overall homeless population are families—generally young single mothers and their children. Primo Center’s innovative approach to care is trauma-informed, client-centric and successful; 91% of families are placed into permanent housing with only a 5% rate of return to homelessness. The problem was that no one knew about the great work Primo Center was doing. In 2019, they came to PCI for support in building brand awareness, improving their online presence and establishing the CEO and organization as a thought leader on family homelessness and trauma-informed care. PCI developed an integrated communications program using both traditional media relations and digital strategies to help Primo Center stand out from other Chicago providers.

KEY TACTICS
PCI created a message framework that highlights Primo Center’s mission, services and impact. PCI worked with Primo Center to develop a strategic communications plan that outlines their goals, objectives, strategies and tactics to elevate their brand.
Using the communications plan and message framework as a guide, PCI developed a comprehensive social media playbook with content focus areas, objectives and content ideas. The social media playbook includes strategies, which guide social media content development, which PCI manages.
Primo Center was in the process of developing a new website and PCI conducted a high-level website audit to provide recommendations for user experience and implementation of the new key messages. Additionally, PCI designed and created a monthly e-newsletter to help Primo Center build and strengthen relationships with supporters via email.
PCI has provided media relations support for key organization events, programs and general thought leadership raise awareness of Primo Center in the Chicago area and position the CEO as a thought leader on a national level. Our work with Primo Center is ongoing as we continue to bring the communications plan to life through media relations and digital communications.
RESULTS
30.84% Increased Facebook followers
100% Increased Instagram followers
10.62% Increased Facebook engagement rate
16.83% Increased Instagram engagement rate
The first e-newsletter resulted in a $5,000 donation to Primo Center in support of their COVID-19 relief efforts
To date, PCI has secured 11 media placements, with an audience reach of more than 43 million, including a Chicago Tribune Letter to the Editor from our CEO and a CEO profile piece in Authority Magazine and Thrive Global.
SELECTED WORK
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