The Lighthouse of Houston

Case Study: Updating an Image

Situation:

In 2008, DoubleDimond Public Relations began working with The Lighthouse of Houston, a nonprofit organization that provides education, training, employment and other services to blind and visually impaired people throughout the Houston metropolitan area. The organization was well-known nationwide by other organizations serving this population for its innovative and effective programming, but it had a lower profile in its hometown. In addition, its website and collateral materials looked dated – and were not being fully utilized for that reason.

Goal:

To become better known in the Houston metropolitan area for the wide range of services it provides, in order to gain the political and financial support needed to continue to expand its services.

Strategy:

DoubleDimond decided to start from the ground up – with an updated look and feel to all of its graphics and collateral materials. In addition, they instituted a series of meetings to keep abreast of all activities – small or large – and new and ongoing programs that could be publicized. Finally, since a large part of the Lighthouse's financial support comes from its Industrial Division manufacturing products for federal and state government agencies through the Ability One program, they began an outreach program to gain support from government officials.

Tactics:

  • Updated the Lighthouse logo.

  • Redesigned website and provided content in English and Spanish, as well as a Content Management System that allows them to keep the website fresh.

  • Used new logo to update stationery package, annual report, signs, etc.

  • Regularly promoted news and feature coverage on visually impaired workers, board members, events, etc.

  • Promoted a new event – an art show and reception with artwork by visually impaired clients of the Lighthouse.

  • Promoted and scheduled a series of Lighthouse tours and meetings for the Lighthouse President by local, state and national elected officials. Arranged for Mayor's Proclamations, including one that was presented at city hall by the mayor and a council member.

    • Results:

    Results:  Within a two year period, the Lighthouse has had five major Houston Chronicle feature stories, regular event coverage by all television and radio news stations in Houston, and is gaining recognition and support by local and national government representatives for its products and programs.

    MEDIA TRAINING

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