BRAND AWARENESS TOOLKIT
Across the country, Catholic Charities agencies provide life-giving services to those in need in their communities. Collectively, our Catholic Charities network served more than 15 million people and more than 30 million meals last year. But despite the incredible, dedicated work of staff and volunteers, many — even Catholics — are not aware of the Catholic Charities brand or have misinformed views about our ministry.
To increase awareness of Catholic Charities and of agencies’ contributions to their communities, CCUSA is launching a national campaign, WE ARE THERE.
We are grateful that you have elected to join us in this campaign, and we are providing the following resources to support your agency’s participation. Please note: Certain elements are required while others are optional, depending on participation level; they are noted as such throughout the toolkit.
Earned media/talking points/stories
Required for "FULL" participants; optional for all others
As a “full” participant, you are asked to share a press release with your local media announcing your participation in the campaign. We are also sharing talking points about the network for media interviews and story starters for diocesan newspapers.
Public service announcements
Required for "FULL" participants; optional for all others
The television and radio PSAs are to be distributed to the broadcast outlets in your marketplace that will run PSAs free of charge for nonprofits. We have provided one 30-second and two 15-second television spots, a 30-second radio spot and a 15-second radio suggested script for your use.
Organic social media
assets and tracking
Required for "FULL" participants; optional for all others
For fully participating agencies, the minimum number of posts required in Wave 3 is 15 on each channel on which the agency is active. We recommend posting campaign content at a cadence of one to two times per week throughout the nine weeks of Wave 3 (January 6 to February 28, 2025).
Paid ads: Print, broadcast and social media
Required for "FULL" participants WITH media match; optional for all others
Catholic Charities USA will place digital media in local markets for “full participation” agencies if the agency has agreed. If an agency chooses to participate in the media match program, it is expected to double the granted funds from CCUSA and place campaign ads with the pool of funds.
Other graphics
Optional participation
Additional art elements are provided, in case you want images
for your website, emails or even to create t-shirts!
Working in Canva
Optional participation
All participating agencies will be invited to join our Brand Awareness Campaign team in Canva, which will give access to all campaign design assets. Please look out for an invitation email from Tiarra Rush (via Canva) containing a link to join the team.
Spanish Assets
Optional participation
All participating agencies will be invited to join our Brand Awareness Campaign team in Canva, which will give access to all Spanish campaign design assets.
General inquiries
Bill Gangluff
Chief Communications and Marketing Officer
bgangluff@CatholicCharitiesUSA.org
Kristine Livdane
Senior Director, Marketing
klivdane@CatholicCharitiesUSA.org
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