Tapestry Pregnancy and Family Resource Center (at the time named Southside Life Care Center), a non-profit corporation located in the south side of Minneapolis, MN, provides comprehensive support and services to families in crisis by focusing in three target areas: unplanned pregnancy, personal empowerment and humanitarian outreach.

The board and staff of Southside had recently decided to disassociate from the Catholic Church and its affiliate, Total Life Care Centers. Due to this decision, the leadership of Southside engaged Stellus Consulting to guide a team of board and staff members in developing a Brand Strategy and new Name that would build a strong relationship with Target Donors, which was critical to achieving the organization’s growth plans. These growth plans included expanding the life-affirming services it would provide, opening a retail store, and longer-term potentially creating a maternity home. The objective of a Brand Strategy is to create a Brand Promise that, when effectively expressed in the marketplace (including through the new Name), will result in profitable organic growth, i.e., more donors investing in the organization more often.

We began by understanding donor’s current perceptions of Southside and competitors. Next, we uncovered donor’s underlying needs and motivations, and determined how we wanted the brand to evolve in the future. We then created a Brand Promise that was compelling, believable and distinct in order to drive growth that was consistent with the organization’s growth plans.

Lastly, following completion of the Brand Strategy we guided creation of their new name Tapestry Pregnancy and Family Resource Center. And we helped implement the new Brand Strategy into the entire organization.

Engaged with:

• Kimberly Rynders, Executive Director
• Maureen Magnuson, Outreach and Volunteer Coordinator
• Judy Kruger, Medical Services Coordinator
• Carl Granberg, Board Member
• Carla Habeck, Board Member
• Lori Hall, Board Member
• Jacqui Mason, Board Member