Removing the Mask of Addiction Branding at Meta House Substance Abuse Treatment for Women and Children Strategic Planning for Providers to Improve Business Practices October, 2009 Francine Feinberg, Psy.D., LCSW

“We don't get no respect" As providers of treatment for people with substance use disorders we have a more difficult job obtaining a “sympathetic” ear than many other causes. We have an inherent PR problem

Who would you want to help? The people we serve Or this little guy?

STIGMA Stigma is the process of marginalizing a group or class of people by others in a more powerful position by labeling them as different and understanding them in terms of stereotypes. This results in the loss of social status and equality. We are a reflection of those that we serve.

Response to Stigmatized People Indifference- do nothing; avoid it or Punitive - deterrent & retributive measures (loathing) How do we overcome the indifference and the desire to punish? How do we distinguish ourselves as an organization that provides something of value? How do we communicate the value of the people we serve and the services we provide.

Branding is the act of deciding how you want to be known to the participants, supporters and larger community. It is the Emotional Perception you want associated with your organization. That message is communicated through everything that the public sees and hears. Branding

Branding A clear and consistent message about your organization - when people see hear a tag line or see a logo it know its you The Beer that Made Milwaukee Famous Just Do It

How Meta House developed its Branding We got some help from Community Partners Blue Horse Creative – graphic artists. The Falk Group - PR firm Consulting role. Former MillerCoors employee does branding and communications We started by focusing on: – Mission Statement –Tagline –Print Material

Thinking About Our Agency Questions we asked ourselves: Why does Meta House exist? (the result – not what we do) What is our core belief system that will ultimately engage the community? What is the promise Meta House to itself, its participants, and supporters?

Thinking About Our Agency How do we want to be perceived? Why should someone invest in our work? Why should someone want to use our programs and services?

Beware Once you decide – you must be able to produce what you say in the message.. deliver on the promises you have made.

How did Meta House Answer These Questions We asked the employees and the clients to tell us what we are about! They are the ones that must buy into the perception you want to have – They will carry the message. They are the value chain!

Employees Why Do You Work at Meta House? Factors related to the work environment –A team environment that supports connectedness and collaboration –The encouragement of staff ideas and creativity –A culture of trust/respect with staff rather than “micromanagement” –Flexible work schedules –An atmosphere that values family and personal commitments

Employees Why Do You Work at Meta House? Factors related to the agency mission –The experience of “making a positive difference” in clients’ lives –A credible, evidence-based approach to treatment –A focus on and commitment to women and families at all levels of the agency –A positive, respected reputation in the community

Clients Tell Their Story

Watch Movie

Questions about Movie What did you see and hear that you think we should communicate? What is the emotional appeal?

Remove the Mask of Addiction Create a message of: Compassion for mothers and their children Professional Forward – looking/Cutting Edge Warmth Safety Comfort Outcomes – happy families to match the happy outcome data

Benchmarks for What We Create Are we differentiating ourselves from competitive services? Is the message motivating to staff, clients, supporters? Does it communicate destination rather than what we did? Will it help raise money and get funding? Is it memorable? Will it have the desired impact on people served – be an expression of the result, not the activity

Our New Stationery

Meta House Mission Statement and Tagline Meta House helps women struggling with drug and alcohol addiction reclaim their lives and rebuild their families. Its model program meets the unique needs of women and their children, ending the generational cycle of substance abuse. Reclaiming Women’s Lives, Rebuilding Families

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Branding Meta House Substance Abuse Treatment for Women and Children Strategic Planning for Providers to Improve Business Practices October, 2009 Francine Feinberg, Psy.D., LCSW Removing the Mask of Addiction

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