- Case Study -
The PLACE
The PLACE teamed up with Next PR to get resources in front of youth experiencing homelessness and educate the community on the nonprofit’s critical services.
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THE CHALLENGE
Unhoused youth are often stigmatized by their peers and the community for being “different.” Yet, they have the same desires as other young adults: to take charge of their future. The only difference? Youth experiencing homelessness first must exit the extenuating, and often traumatic, circumstances they’re in. Enter: The PLACE.
The PLACE is the only nonprofit organization in the Pikes Peak region solely focused on programs to support youth experiencing homelessness and help them find success as adults. Next PR sought to address two challenges: dispelling community misconceptions about unhoused youth while highlighting the need for The PLACE’s services, and encouraging local at-risk young adults to use The PLACE’s resources.
HOW WE GOT THERE
Next PR recognized that compelling messaging was critical for reducing stigma and differentiating The PLACE from other community organizations. To ensure alignment, the team gathered feedback from multiple stakeholders and identified three primary audience personas, creating a messaging playbook tailored to each.
The team then identified LinkedIn as key for reaching community leaders and donors. From there, it updated The PLACE's LinkedIn profile, created post templates and provided best practice resources. It also facilitated a LinkedIn workshop for board members and staff.
To reach at-risk young adults, Next PR leveraged TikTok and Instagram. It planned a “Content Day” to capture day-in-the-life footage and testimonials from youth and staff. These were edited into engaging clips for TikTok and ads targeting 18-24-year-olds. The team also created an Instagram content bank with editable templates for easy use by The PLACE.
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Increase in TikTok Followers
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Link Clicks to The PLACE's Website from TikTok
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Increase in LinkedIn Followers
THE RESULTS
The PLACE now has social media and messaging tools to amplify its mission. In a final workshop, Next PR trained 18 board members and staff to craft compelling elevator pitches and become brand ambassadors. These stakeholders are ready to increase The PLACE’s visibility, with the nonprofit’s LinkedIn followers already growing by over 250%.
The TikTok ad campaign targeted every individual aged 18-24 on TikTok in Colorado Springs, increasing awareness among local youth. Next PR then trained youth advisors and staff on TikTok management moving forward. The PLACE plans to involve youth in creating more content to elevate their voices and engage peers.