Carson City
Senior Center

WHAT WE DO

Senior Centers around the country are evolving as the baby boomer generation begins aging into retirement while remaining vital, active adults. Boomers now make up more than two-thirds of the senior (50+) population, and are an active, dynamic generation. Pale paint and tired art work are giving way to vibrantly colored walls. Zumba Gold classes are offered side by side with Better Breathers.

CCSC depends on federal and state funding, and donations to its 501(C)(3) and sales from its on-campus thrift store, to fund its major programs including daily lunch and Meals on Wheels. The Center stands to lose both federal and state funding with proposed budget cuts and grant fund changes. Demand for grant funded services is putting a tremendous strain on limited financial and staff resources. Additionally, the Center offers myriad social services for seniors, but only a handful of the most visible resources such as daily lunch service is known in the community.

The Carson City Senior Center had no recognizable brand identity and was represented on business cards as a line drawing, and by a fuzzy photograph of the building in other media. Perception of the Center by the community is that the Center is for non-active, sedentary seniors, which couldn’t be farther from the truth!

IPSM conducted a city-wide survey and focus groups to determine perceptions, needs and awareness of the Center and its many programs. We designed a vibrant new brand identity incorporating the favored colors of Center participants and their active, social lifestyles, and designed graphics for the 20th annual Senior Follies variety show; as well as served on the conception, planning and marketing committee for the first ever Carson’s Got Talent regional competition and show benefiting Carson City Meals on Wheels.

We have been working closely with the Center’s executive leadership on board development, fundraising, event planning and business development, in addition to public relations and campaign-based marketing. We are consulting on developing a co-branded website with Meals on Wheels America to help with fundraising activities, and led the organization of Triad, a collaboration between the Center and the Carson City Sheriff’s Office and Fire Department to provide health and safety education classes to seniors. We sit on the Triad advisory board and provide public relations services as an in-kind donation to the Center.

BRIEF DESCRIPTION: For nearly 30 years, the Carson City Senior Center has been a place for Carson City seniors to recreate, socialize and share a meal. The Senior Center offers activities and resources that enhance the quality of life and independence of seniors.

The Senior Center also administers Meals on Wheels Carson City, which delivers hot, nutritious meals for nearly 300 home-bound seniors each day, over 90,000 meals a year.

Meals on Wheels Carson City was an organization facing a $185,000 budget shortfall in 2018, low visibility of the program and negative stereotyping of seniors in the community.

This campaign was inspired by one of the Meals on Wheels drivers during a photo shoot one day. He explained it like this:

“You know the movie, The Incredibles? Well, we’re The Reliables.”

This Silver Spike submission is dedicated to The Real Reliables – the hardworking men and women of Meals on Wheels Carson City, Nevada

Research and planning

Situation: Meals on Wheels is funded by state and federal grant money, which covers approximately half the cost of the nearly 90,000 meals the Carson City Senior Center provides to more than 300 homebound seniors each year, leaving an annual budget shortfall of $185,000. The center has never sought community engagement and donor support, and faces stiff competition from a multitude of other fundraising organizations in a small metropolitan area of 55,000 people. Many organizations have signature, high-priced events dating back decades in the community. CCSC is inadequately staffed and has a small board of directors, so planning a large event would unduly tax their resources for a relatively small return as the event builds over time. We needed to come up with integrated marketing communication plans including video, paid and earned media to raise awareness and money from new sources, and to find ways for people who may want to give but face donor fatigue or have small budgets. The Senior Center also owns a thrift store in which all proceeds go to Meals on Wheels. The store is located in an ancient city-owned building without a name or brand of its own.

Primary research: Prior to this award submission timeline, In Plain Sight Marketing conducted a major research project as the baseline for future programs for the Carson City Senior Center and Meals on Wheels Carson City. Through this research, we re-branded the Senior Center outside of this award submission timeline. The following elements of that research effort were applied to this campaign:

1. Surveys: Survey conducted to examine/discover community perception of the Senior Center, its participants and its programs. Meals on Wheels participants were also surveyed. We received 361 total completed surveys. Quantitative data was recorded as such, comments were captured as qualitative data.
2. Focus Groups: We performed three focus groups consisting of Senior Center participants, non-participants and members of the United Latino Community (for center outreach requirements).
3. Interviews: We interviewed Senior Center staff, attendees and potential attendees, and thrift store customers in casual face-to-face interactions. We observed the interactions between new participants with Senior Center staff and volunteers.

 Secondary research:

1. Internet and social media research: We reviewed 12 nationwide senior center surveys; seven nation-wide senior center results papers; five nationwide senior center focus group research proposals; 12 nationwide senior center focus group results papers; 20 senior center newsletters and websites
2. Additional internet research: Internet search for existing events in the area by other non-profits; dozens of small thrift store websites and social media; and demographics and behaviors of thrift store shoppers

 Research findings:

• Fundraising: Need for new donors and fundraising sources
• Visibility: Low brand identity for the Senior Center and Meals on Wheels Carson City, and the website was not user friendly
• Perception: The Senior Center thrift store was for seniors only, not open to the public
• Perception: Seniors were either negatively stereotyped or virtually invisible to the community
• Perception: Seniors view themselves as active, vibrant, colorful people

Goal: Educate the community on the financial need of the program and increase visibility of the program and its recipients to potential donors and the community.

Objectives:

1. Secure five new corporate donors for a total of $5,000 by 8/31/19 (average existing donation = $400, excluding legacy gifts)
2. Secure $2,000 in local donations through the Senior Center’s new Meals on Wheels website
3. Secure a minimum of eight media placements between print, online and broadcast about Meals on Wheels/Carson City Senior Center programs between 9/1/18 and 8/31/19
4. Increase social media engagement by 3% between 9/1/18 and 8/31/19; increase Facebook page likes by 10% (from 206); and grow new Instagram base by 50 fans from 1/1/19-8/31/19
5. Partner with Meals on Wheels America for co-branding, including a new website by 1/1/19
6. Increase year-over-year sales by 20% at the Senior Center thrift store by 8/31/19
7. Reduce $185,000 budget deficit by 50% between community partnerships, donations and thrift store revenue by fiscal year end (6/30/19)

Timeline: 9/1/2018 through 8/31/19

Key publics: Potential small donors and corporate sponsors, thrift-shoppers in the community

Budget: $24,000: Video – $1,500; Website – $3,000; Meals on Wheels vehicle wraps – $12,000; Thrift Store box van wrap – $4,000; signage – $2,000; Ads – $1,500

Execution:

Strategies:

1. Engage Meals on Wheels staff through staff-centered marketing video
2. Launch superhero-themed public awareness campaign to attract small donors in Carson City
3. Run concurrent corporate sponsor campaign to attract larger donors
4. Partner with Meals on Wheels America grant program for new co-branded website
5. Re-brand Senior Center and Meals on Wheels vehicles as moving billboards
6. Partner with local dignitaries and “celebrities” to lend credibility to the program
7. Submit press releases to local media for all activities involving Meals on Wheels Carson City
8. Rebrand Senior Center thrift store through ads, social media, signage and grand re-opening event
9. Build relationships with area businesses for potential donations of goods and services
10. Update dated newsletter for community engagement

Tactics:

1. Create a superhero-themed video featuring Meals on Wheels employees
2. Create corporate sponsorship program and correspondence
3. Create exciting visuals for social media
4. Enter a float in the Nevada Day parade (thousands of attendees), distribute Reliables-themed trading cards during the parade
5. Design new name, brand identity for thrift store
6. Separate thrift store social media into its own unique profiles

Evaluation:

1. Project came in $5,480 (23%) under its $24,000 budget due to community partnerships: Video (discount from videographer) website (grant from MOWA) $1,500; $1,000; Meals on Wheels vehicle wraps $11,900; Thrift Store box van wrap $3,187; ads $1,020; signage (donated by local sign company) $0
2. Secured $10,000 in corporate sponsorships in the month of August 2019 alone (due to late start of letter campaign) from three new corporate donors. (Objective 1)
3. Secured $4,034 in local donations through the Senior Center’s new co-branded website (Objective 2)
4. Increased Facebook page likes to 396, a 92% increase, and Instagram to 54 for the Thrift Store and 143 for the Senior Center against goals of 50 and 100. While impressions and engagements increased overall, we were lower percentage-wise due to the large increase in our fan base. (Objective 3)
5. Secured 18 media placements between online, print and email news sources (Objective 4)
6. Launched website on Dec. 23, 2018 (Objective 5)
7. Increased year over year revenue at the thrift story by 30% (Objective 6)
8. Between increased sales at the thrift store, donations and grant and federal funding increases, Meals on Wheels Carson City broke even this year, reducing the $185,000 deficit by 100%! (Objective 7)
9. Video received 489 views on YouTube, 1,300+ on Facebook. Website statistics not available.

Join the Reliables – Video

https://youtu.be/y60U85lQDZs

Facebook video post (prior to website going live)

• 3k views
• 13 Reactions
• 3 comments
• 10 shares

he new websitTe was delayed and not going to be ready on time. The client made the call to keep the campaign going on schedule without the website.

Facebook promo post during filming

• 481 views
• 27 reactions
• 8 comments
• 7 shares

Social Media

The Reliables – Small Donor Social Media Campaign

To reach the community, we surveyed Meals on Wheels recipients to see how they felt when they received their daily meal and check in from their drivers. We designed the posts below for Facebook and Instagram using quotes from the participant surveys.

Other Reliables-themed images posted to Facebook

Nevada Day Parade

Celebrating Nevada’s Anniversary – 155 Years! From visitrenotahoe.com

“Nevadans love a parade, but Nevada Day is more than just a parade, it’s a grand celebration commemorating Nevada’s entry into the Union on October 31, 1864. Nevadans have the distinction of holding the largest statehood celebration in the nation. The celebration in the State’s capital, Carson City, features a large assortment of activities including the Nevada Day Parade, music and arts shows, a Carnival, Pancake Breakfast at the Governor’s Mansion, Nevada Day Classic Run/Walk, World Championship Rock Drilling Contest, Beard Contest, Annual Chili Feed, free local concerts and more!

Over 200 entries (led by law enforcement and public officials) include floats, marching bands, horses, entertainers, youth groups, celebrity guests and even Burning Man creations. Food, drink and souvenir vendors line the streets, as well as local businesses featuring food and beverage specials.

Nevada Day is more than just a parade! It is Nevada’s Heritage Celebration – a gathering of community spirit to salute our state’s past and look ahead to its future.”

The Reliables Nevada Day parade float, starring The Reliables cast and crew!

 Parade Announcer Script:

Meals on Wheels Carson City – the Reliables Team! The Reliables are up before dawn to cook, pack and deliver more than 300 Carson City home bound seniors with fresh, hot, nutritious meals every day, rain or shine. The Reliable need your help – For a small donation of $6 a day, a week, a month or a year, you can join the Reliables team to fight the hunger, isolation and loneliness lurking around Carson City’s home bound seniors! Visit www.carsoncityseniorcenter.org to learn how YOU can be a Reliable too!

 Meals on Wheels America Co-Branded Website

Old website: www.carson.org/government/departments-g-z/seniorcenter/

 New website: www.carsoncityseniorcenter.org

Meals on Wheels Annual Corporate Giving Program:

Meals on Wheels branding

 Public Relations Activity

Meals on Wheels Carson City seeks donors

10/19/18 – Nevada Appeal: Meals on Wheels seeks donors

10/20/18 – Nevada Appeal: print edition, page A18 – Help “Reliable” superheroes with Meals on Wheels

2018 Share the Love Campaign

11/16/18 – CarsonNow: Meals on Wheels, Subaru, help to deliver nutritious meals, compassion to Carson City seniors

11/16/18 – CarsonNow: email news blast – Meals on Wheels, Subaru, help to deliver nutritious meals, compassion to Carson City Seniors

11/17/18 – Nevada Appeal: print edition, page A10 – Meals on Wheels Joins with Subaru

11/17/18 – Nevada Appeal: Meals on Wheels joins with Subaru

New website, call for volunteers

12/23/18 – Nevada Appeal: Carson City Senior Center has new website (12 shares as of 1/3/19)

12/22/18 – Nevada Appeal: print edition, page A7 – Carson City Senior Center has a new website

12/21/18 – Carson Now: New web site, volunteer opportunities kick off new year

Meals on Wheels Carson City grateful for holiday gifts

1/24/19 – CarsonNow: Meals on Wheels Carson City grateful for holiday gifts

1/24/19 – CarsonNow: email news blast

1/28/19 – Nevada Appeal: Meals on Wheels Carson City grateful for holiday gifts

1/26/18 – Nevada Appeal: print edition, page A6 – Meals on Wheels grateful for holiday gifts

Meals on Wheels Carson City joins in nationwide March for Meals

3/8/19 – CarsonNow: Meals on Wheels Carson City joins in nationwide March for Meals

3/14/19 – Nevada Appeal: Month-long March for Meals Celebration in Carson City

Senior Center receives new bingo equipment

3/8/19 – Nevada Appeal: print edition, page A8 – Senior Center receives new bingo equipment

3/8/19  – Nevada Appeal: Senior Center receives new bingo equipment

2/26/19 – CarsonNow: Senior Center receives new bingo equipment

Thrift Store Grand Opening

4/26/19 – Carson Now: Second Wind Thrift Store Celebrates Grand Re-Opening

5/1/19 – Nevada Appeal: print edition, page A10, Second Wind Thrift Store celebrates grand re-opening

Senior Follies present ‘Under the Big Top’

6/28/19 – CarsonNow: Tickets now available for ‘Under the Big Top’ Annual Variety Show

6/29/19 – Nevada Appeal: print edition, page A21, Tickets now available for ‘Under the Big Top’

7/1/19 – Nevada Appeal: Senior Follies present ‘Under the Big Top’ with ticket sales benefitting Meals on Wheels Carson City

10/19/18 – Nevada Appeal: Meals on Wheels seeks donors

10/20/18 – Nevada Appeal: print edition, page A18 – Help “Reliable” superheroes with Meals on Wheels

11/16/18 – CarsonNow: Meals on Wheels, Subaru, help to deliver nutritious meals, compassion to Carson City seniors

11/17/18 – Nevada Appeal: Meals on Wheels joins with Subaru

11/17/18 – Nevada Appeal: print edition, page A10 – Meals on Wheels Joins with Subaru

12/23/18 – Nevada Appeal: Carson City Senior Center has new website

12/22/18 – Nevada Appeal: print edition, page A7 – Carson City Senior Center has a new website

12/21/18 – CarsonNow: New web site, volunteer opportunities kick off new year

1/24/19 – CarsonNow: Meals on Wheels Carson City grateful for holiday gifts

1/28/19 – Nevada Appeal: Meals on Wheels Carson City grateful for holiday gifts

3/8/19 – CarsonNow: Meals on Wheels Carson City joins in nationwide March for Meals

3/14/19 – Nevada Appeal: Month-long March for Meals Celebration in Carson City

3/8/19 – Nevada Appeal: print edition, page A8 – Senior Center receives new bingo equipment

3/8/19 – Nevada Appeal: Senior Center receives new bingo equipment

2/26/19 – CarsonNow: Senior Center receives new bingo equipment

4/26/19 – CarsonNow: Second Wind Thrift Store Celebrates Grand Re-Opening

5/1/19 – Nevada Appeal: print edition, page A10 Second Wind Thrift Store celebrates grand re-opening

6/28/19 – CarsonNow: Tickets now available for ‘Under the Big Top’ Annual Variety Show

6/29/19 – Nevada Appeal: print edition, page A21 Tickets now available for ‘Under the Big Top’

7/1/19 – Nevada Appeal:  Senior Follies present ‘Under the Big Top’ with ticket sales benefitting Meals on Wheels Carson City

Examples of other changes made to social media strategy:

Old Facebook cover image, not changed since 2015

New Facebook cover images include color, movement and activity:

We upgraded the quality of posts:

Old Facebook post by Thrift Store Employee

New Thrift Store posts featuring colorful images

New Thrift Store post featuring fun, funky

trendy topical merchandise

We added Instagram in January 2019

Partnerships

Mayor Bob Crowell – video appearance and grand opening event (Priceless)

Carson City Board of Supervisors – event attendance (Priceless)

Subaru of America Share the Love Campaign – $25,000

Meals on Wheels America co-branded website ($1,500 value)

Allegra Printing – Newsletter ($3,600 savings over the year)

Vital Signs – Vehicle Wraps ($913 savings)

Thrift Store signage – donated at no cost! ($2,000 savings)

Senior Follies – $4,500 donation

Carson City Toyota – $5,000 donation

Southwest Gas – $2,500 donation

Alpine Insurance – $2,500 donation

Videographer – $500 discount

Nevada Appeal – discount on thrift store ads $480

Carson City Kiwanis Bingo – $1,250 donation

Total monetary value of partnerships: $49,743

Subaru Share the Love Campaign