two decades because of past scandal! Hiding your head in the sand and only speaking to your loyal following is not an option. Particularly when that following is aging fast and well into their 70's and beyond.
The brand: Covenant House. One of the largest non-profit organizations in North America serving the needs of homeless kids.
The challenge: One of the founders, Rev. Bruce Ritter was accused of improprieties with several young people and with the use of some of the funds some 18 years ago.
How do you reach out to a younger audience that may or may not have heard of Covenant House and the scandal, while not alienating your loyal but aging following.
Brand evolution. And giving a fresh voice to a silent yet powerful brand.
[more to come. Come back for the full story on July 21st, 2009]
