Celebrating 25 Years of Offering a Safe Space to Survivors of Domestic Violence
Event Branding • Earned Media • Paid Digital • Creative Development
COBURN PLACE
Coburn Place envisions a world where everyone may live free from interpersonal abuse. Offering on-site transitional housing in Indianapolis, Coburn Place is targeted at identifying and eliminating housing barriers and improving survivors’ overall housing stability and well-being. Through the nationally recognized model program, Domestic Violence Housing First, Coburn Place has provided life-changing support to more than 4,000 adults and children since 1996.
BACKGROUND
Indiana’s largest and most comprehensive provider of longer-term housing options for survivors
Offers on-site transitional housing for up to 24 months
Weekly therapeutic support groups and individual counseling
Job training and placement referrals
Economic, education and legal referrals
Family development classes and children’s activities
Permanent housing assistance and referrals
I was a resident at Coburn Place several years ago. One of my family members told me about Coburn Place. I was coming out of a domestic violence relationship, and I needed a place to stay, and they were really like a light in a dark tunnel.
Tracy Clark,
A Now Member of the Coburn Place Board of Directors
25TH ANNIVERSARY CREATES OPPORTUNITY TO INCREASE BRAND ENERGY AND AWARENESS
Coburn Place hired Bohlsen Group to support their planned marketing efforts as they geared up for their 25th anniversary year.
With a limited budget, Bohlsen Group assessed their internal capacity and capabilities and suggested a mini campaign focused on three service areas: branding of a 25th Anniversary event, a year-round earned media campaign, and a small paid digital campaign. Bohlsen Group wanted to assist in telling Coburn Place’s heartwarming stories to increase brand education.
The stories were broken into quarterly angles that would be pitched as earned media opportunities:
• Covid 19 and Domestic Violence
• 25 Years of Coburn Place
• Coburn Place: A Formula for Good
• 25th Anniversary Fundraising Event
Bohlsen Group also worked to acquire video features from local personalities thanking Coburn Place for their service to Indianapolis. Personalities included the Mayor of Indianapolis and Mina Starsiak to name a few.
Additionally, Bohlsen Group launched a small paid digital campaign, leading up to the main 25th-anniversary fundraising event, to drive potential donors to their newly updated website.
Results
Over 30 earned media placements resulting in over 6.2 million impressions
Nearly every earned media placement garnered an “above average” placement measurement
The paid digital campaign was successful based on overall industry benchmarks including over a 1% click thru rate and under $.80 cost per click.