Brand | Cool Marketing: work, Catholic Family Center

Overview
Volunteer Recruitment
Brochures: 1 | 2 | 3
Employer Recruitment Brochure
Pastor Brochure

Catholic Family Center Refugee, Immigration and Employment Services

This department of Catholic Family Center helps to settle, educate and find employment for refugees from countries in crisis. They rely heavily on volunteer resettlement teams (generally recruited from area churches), individual volunteers, immigrant-friendly employers, and financial donors. They had a multitude of messages for their varied audiences—and dozens of photocopied informational sheets. The problem: overwhelming and confusing, even for staff. We began by sorting through audiences and messages to come up with a short list of six needed brochures. Working with an existing logo and color palette, we streamlined their visual approach and then added strong emotional messages for each audience. Finally, we created an oversized graphic label that could be applied to a pocket folder or envelope for an instant, cost-effective "package."

Catholic Family Center Refugee Resettlement Team Recruitment Brochure

"The American Dream. It means more when you share it." That's the theme we created for the suite of brochures aimed at recruiting volunteers to work with refugees. This first piece was aimed at church members who would be willing to give up to 10 hours a week, over six months, to resettle a family. Not a small request, so the messages had to be compelling. We made the case with photos and moving testimonials from people who had done the work and found it profoundly rewarding.

Catholic Family Center Refugee Support Congregation Recruitment Brochure

Refugee Support Congregations pledge financial assistance to a specific family, and also help with the set-up of an apartment. (Most refugees arrive with only the clothes on their backs.) Again using the theme, "The American Dream. It means more when you share it," we worked to persuade potential volunteers with stories of people who had given their time and money, and the rewards they had experienced.

Catholic Family Center Refugee Resettlement Individual Volunteer Recruitment Brochure

"This is an invitation to participate in the unfolding of an American dream." That's the case we made to people to encourage them to volunteer to help settle refugee families. We later added a second version of the brochure design, creating a small three-panel so that it could be easily be displayed in brochure cases.

Catholic Family Center Refugee Resettlement Employer Recruitment Brochure

On the one hand, a willing, eager refugee with limited English skills and cultural experience. On the other hand, local employers who need steady, reliable workers. How to convince them that refugees are viable candidates? Our brochure made it plain that the partnership was in everyone's interest: Their motivation comes from the heart. Yours can come from the bottom line."