Soul-Searching Helps Community Recovery Provider Define its Roadmap

Mon-Yough Community Services, an organization dedicated to helping people with mental disorders, addictions, and disabilities, decided it needed to tell its story better. So it turned to ClearBrands with a request to design a new brochure. 

Turns out, with the help of ClearBrands’ strategic facilitation, MYCS was right on the mark with its first thought – it did need to tell its story better.  But it realized that a new brochure would not be effective or sufficient – quite the opposite, in fact.

Led in a discovery process by ClearBrands, the leaders of MYCS unearthed critical facts and aired a number of key perspectives about who they were, what their organization represented to its constituencies, and problems with how their “story” was being told and understood – not only in the larger community, but even inside its own walls.  Important issues like fund raising strategies, best practices, recruiting, and employee/management communications were revealed to be critical components in need of attention. The results were then synthesized and assimilated into a cohesive, integrated roadmap to enhance internal communications and practices first, then to reach clients, supporters and the community at large.

“The management team really felt like this was an important and valuable team-building experience,” said Noreen Frederick, MYCS executive director.  “We found we had numerous areas that needed addressed before we could march forward with tactics like marketing.  In particular, we needed a better way to streamline communication between our leadership and 325 employees. After two half-day workshops, we were on the same page.  We synthesized the exact steps that needed taken. We realized what our messages really needed to convey, and had a new confidence how to get there.  The ClearBrands process validated that for us.”

With the action plan in place, MYCS retained ClearBrands to assist with development of an overarching brand strategy and communications initiative. A roll out, slated for early 2006, will include a graphic identity rejuvenation, strategic fundraising program, website and employee intranet communications resource system, public relations program, and facilities signage and lobby upgrades.