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Asian Human Services (AHS) (website) exists to provide quality and
compassionate services to the Asian American community in metropolitan Chicago.
Established in 1978, AHS is Chicago’s only pan-Asian comprehensive social
service agency meeting the critical health and human service needs of the
diverse Asian immigrant and refugee population in Chicago.
The Challenge
AHS offers a wide range of programs to meet the needs of a
highly diverse client base, from the Middle East to the Philippines. But public
awareness of many of the agency’s programs was lacking. With continued
expansion in services, fresh approaches to community and media outreach were
needed.
Having worked with ESC to develop its board -- a project
with positive results -- AHS called on ESC to provide consultation in marketing.
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ESC’s Response
After evaluating the situation, ESC’s consultants
recommended several actions. The first was a revision of AHS’s newsletter.
Issues now come out quarterly rather than periodically, and an attractive new
format features shorter articles with greater human interest. The publication is
professional-looking but in keeping with AHS’s mission as a community-based
agency.
ESC also helped AHS develop and implement a new PR and
marketing strategy, including billboard promotion, community open houses, and
well-timed media blitzes. It was suggested that press releases periodically be
accompanied by personal invitations to brief media events -- half-hour coffees,
for example. Another recommendation was to use previous press coverage to
enhance news of achievements.
AHS later enlisted ESC to help with implementation of these
recommendations -- an option ESC offers all clients.
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