About Us

• Contact us
• Case histories
• Client quotes
• Client list
• Al Rothstein

What We Do

• Results
• Our services
• Conferences
• Seminar setup
• FAQ

Resources

• Media manual
• Free newsletter
• Tips
• Articles
• Links

<< Home <<

Liberty Center for the Homeless

Challenge

Liberty Center for the Homeless is a unique facility that not only houses the homeless, but gradually brings them back into society by requiring residents to have jobs and pay their own rent. The center also offers job search, financial and emotional advice.

Despite its valuable service, the center was not well-known in its community. Public awareness is critical because the center depends on donations as well as public funding.

The Center was opening a new facility for women only. Al Rothstein Media Sources, Inc. was hired by the center's fund raising company, Funding Resources, to obtain media coverage of the facility’s grounbreaking, and to develop a new, focused, media-friendly identity.

Process

We changed the name from “The Liberty Center for the Homeless” to simply “The Liberty Center”. This takes advantage of the symbolic initials “TLC” for Tender Loving Care. Since then, in all media interviews the center’s director refers to the residents as “needing a little TLC.”

We also redefined the center’s purpose from “homeless shelter” to “transitional housing”. This gave the center a media-friendly definition while accurately describing its role in the community. We took the center’s director on a media tour to personally introduce him to key members of the media.

To promote the opening of the new facility, we created a media resource kit featuring short human interest stories about the successful residents at the center. These stories captured reporter's hearts and turned their attention toward what the issue was really all about - the residents of The Liberty Center.

Results

Every television and newspaper in Jacksonville, Florida attended the groundbreaking of the women’s facility and did feature stories on Liberty Center residents. The media tour and new identity has positioned the director as a media resource for future issues on the homeless, helping to ensure news coverage and name recognition for future fund raising efforts.