Successes

Beyond a Facelift, Rebuilding an Image

While the Long Beach Rescue Mission provides for 150 men, women and children daily through its long-term New Life Christian recovery programs, serves over 125,000 meals annually to the homeless public, and operates a public thrift store and learning center for its residents, President/CEO Jim Lewis observed a serious problem thwarting growth... the Mission stood largely cut-off from the city's social services, faith community, local media and the greater Long Beach area with a population of over half a million.

Using focus groups, adhoc surveys and market analysis Brewer Direct identified several opportunities:

• Long Beach is a growing community
• A lot of "old money" still exists, while many new downtown / developments have resulted in many younger, more affluent residents.
• Gentrification projects had give rise to many new faith-based and city appointed social service outreach programs.

Brewer Direct also noted that the Mission's strengths, namely its locality and experience, were strong selling points. However, LBRM needed a better connection to the community including:

• Updated Brand (Promise): LBRM is a relevant Christian social service partner in the city with a proven record
• Revised and refreshed logo and tag line
• Reconstructed Website: Created a dynamic, interactive and contemporary site with online giving options.
• Launched a new monthly giving club with EFT giving options to attract a younger audience.

Marketing wasn't enough. There had to be more than a facelift.

The Mission tore down its walls (literally and figuratively), opened its doors to the community (after some serious facility upgrades), invited para-church organizations to partner in service and reached out to the local media. They sought involvement in the Long Beach Grand Prix and the Long Beach Marathon with through exhibits, sponsorships and cross-marketing.

When the city needed a winter shelter partner, the Mission volunteered. When the homeless taskforce sought new representation, the Mission's director was unanimously recommended and when the media is seeking information on homelessness they often think of the Mission as a story resource.

Change like this takes strong board leadership, visionary Mission management and willing staff. If you’re looking for a partner to serve needs of the homeless and hurting in your community, click here and contact Randy Brewer at Brewer Direct.