Child Guidance & Family Solutions

Client Background

Formally two separate organizations, Child Guidance Centers and Family Solutions (both with rich histories of helping people in our community - Child Guidance since 1939 and Family Solutions since 1922) merged to become Child Guidance & Family Solutions to offer a greater opportunity for serving more families and to do it in a seamless way.

Caler&Company's new logo designed eschewed negative connotations associated with the old logo. The new "weave" pattern has become a symbol of diversity as the six threads, all of different lengths, thickness and color, become stronger as they cohesively unite.

Child Guidance & Family Solutions offers support in Summit County children with a mental illness and the nearly 33,000 Summit County adults will also suffer from a mental disorder. Child Guidance & Family Solutions is one of the largest behavioral healthcare agencies serving Summit County with seven convenient locations providing behavioral healthcare treatment and prevention services to over 4,000 children and 1,000 adults every year.

A new organization stationery suite and presentation folder
prominently conveyed the new identity, mission and vibrant
colors of a reenergized behavioral healthcare agency.

Caler&Company authored a
strategically integrated marketing
communications plan with
objectives, strategies, tactics,
elements, timelines and budgets.

The Challenge

Following the merger, Child Guidance and Family Solutions sought to unify and coordinate their new image and organizational voice in order to deliver a singular and cohesive message of care.

A direct mail campaign keying on "safety, security,
comfort and success" promises was mailed at
intervals to raise awareness of the agency's
services and as a means to drive traffic to the
new Web site.

Caler&Company created annual reports to make
stakeholders and the community aware of the
Agencies funding stewardship.

A robust, interactive and content-rich new Web
presence enabled Child Guidance & Family
Solutions to present its offerings to the world.

The old Web site sparked less than 100 Web
vistors monthly. The new site, along with
Caler&Company's awareness-building
campaign, drove 2,568 hits in November, to
a site serving only Summit County. The graph
demonstrates metrics during the 3-phase
campaign to promote the new Web site.

The Caler team created a
system that unified Child
Guidance & Family Solutions'
multiple service offerings under
a strong singular design strategy.

The new template enabled the
Agency to speak with a collective
voice to its audiences while
maintaining brand consistency.

Caler&Company designed a
special invitation to a reception
at a prominent law firm for
community advocates, civic
leaders and key influences,
many of whom gained important
insights into the Agency's critical
community role.

Key staff gather before engaging
guests at special events.

Ken Detlivson shares major
breakthroughs with the
community regarding early
childhood development.

The Agency's revitalized position
was conveyed at open houses,
events and gatherings of friends,
partners and contributors.

The Outcome

After in-depth research, Caler&Company developed a new corporate identity and re-branded the two organizations into a sole entity. Caler&Company developed the positioning statement, "Weaving Together the Fabric of Family", which flowed into all subsequent marketing tools including public relations support, identity system, awareness campaign, internal conditioning and the launch of its new Web site.

A variety of exterior signage
requirements were considered
as all branches were re-branded.

Even the recreation area at the
main office presented the new
identity.

New exterior signage starkly
contrasted that which had grown
outdated.

Large street addresses
made it easy for clients
to spot the address
while driving.

The Agency's fleet
of vans was branded
with the new icon.

The Caler team designed a new,
creative monument sign at the
downtown location. The new sign
was sculptural and colorful,
strongly contrasting its
predecessor.

Each branch now
clearly presented
itself to those which
sought its services.

"Steve, you and your team have consistently demonstrated your talent and professionalism. Caler&Company exceeded my expectations in consistently delivering high quality materials, which resulted in increased awareness of Child Guidance & Family Solutions, and more positive recognition in the community. I greatly appreciate your commitment and the contributions you and your team have made to Child Guidance & Family Solutions."

Elaine M. Harlin
President
Child Guidance & Family Solutions

Steve Caler, CEO, led panel
discussions, think-tank sessions
and focus groups to help boil
the brand promise down to the
essence of value to clients.

Ongoing reporting and marketing
initiatives kept the Board of
Trustees apprised of progress.

Caler&Company
created displays to
be utilized at events,
expos, tradeshows,
symposiums and
presentations.

"Without question, your expertise and dedication has raised the level of marketing and development at the agency and has created a clear, professional and comprehensive marketing and communication plan. As a member of the Board of Trustees, Executive Committee and the Marketing Committee, I personally wish to thank you and your outstanding team for the time and effort you have dedicated to Child Guidance & Family Solutions. Your contributions have been immeasurable."

Ann Fairweather
Board of Trustees
Child Guidance & Family Solutions

Caler&Company
created editorial
content and pitched
it to local news
outlets to support
CG&FS ongoing PR
initiatives.

Print ads were
transformed to
e-communications
and distributed to
10,000 households
within Summit County.