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Familylinks is Strong. For Life.
In early 2008, Familylinks introduced its new organizational identity to both its employees and clients. The identity, which includes a new logo, theme line and overall graphics standard, is the result of more than a year of study and analysis.
Familylinks CEO Fred Massey initiated the market analysis process in order to better understand Familylinks' position in the social services market as well as the public's perception and awareness of its services. "If we are ultimately going to be successful in bringing our services to those who need it, we have to make sure we are communicating effectively about who we are and what we do," said Massey.
Familylinks provides a distinctive model of delivering social services to Southwestern Pennsylvania. While many organizations focus on single elements of need, Familylinks' integrated model provides clients with support across multiple areas of need. One area of need, such as emergency shelter, is often the result of another area of need, such as drug and alcohol rehabilitation or mental health counseling. Familylinks is one of a few organizations that can provide services across these various needs.
In interviewing clients for the market-research process, a consistent theme began to appear:
"Without Familylinks, I wouldn't be as strong as I am today in handling everything a parent goes through with a special needs child."
"Familylinks changed my life."
"Familylinks taught me how to live."
"They gave me my self-esteem back."
"Just walking in the door, I felt a change in myself"
In contrast to this confidence in the quality of care provided, however, most clients, employees and board members acknowledged that "unless you need them, you probably wouldn't know about Familylinks." According to Massey, "Our staff of over 350 employees gives so much of themselves -- we, together with our clients, change lives every day, and it's important for us to tell our story."
As a result, Familylinks has initiated an aggressive communications effort to help the community better understand what Familylinks does and for whom. Familylinks is still in the process of introducing itself to the community. The new theme line, "Strong. For Life." introduces both the outcome goal for every individual client and addresses the identity of the organization itself.
According to Familylinks Chairman of the Board, Ralph Egerman, "no social service organization can any longer afford to rely on its past referral sources for future success. As part of our strategic plan, we must, for our organization's long-term success, invest in making sure there is a clear vision in the community about who we are and what we do. With this new identity, we have taken the first step and will continue the process of educating our community about the difference we make in people's lives."
