The Gooden Center Marketing Project
For decades, The Gooden Center has been quietly providing effective care, support and family-inclusive opportunities to people dealing with mental health and addiction issues. So quietly, in fact, that it’s long been called “Pasadena’s best-kept secret.” As it approached its 60th anniversary, the organization set out to raise its profile by overhauling its marketing and messaging approach, from web development and contact list management to overall annual plan. Step One was asking Jericho Road Pasadena to send them expert help.
JRP introduced George Ricciardella, TGC’s Chief Development Officer, to volunteer Catharine Deely, a savvy, seasoned marketing and communications consultant. Deely’s past positions included PR/marketing director for the Isabella Stewart Gardner Museum in Boston, Marketing Director for Los Angeles Mayor Richard J. Riordan’s Economic Development initiative, and VP/Corporate Affairs for Citicorp/Citibank California.
Catharine plunged straight into the deep end. She asked to review TGC’s entire communications picture, from strategy, messaging and media to client attraction and fundraising.
George braced himself, getting ready to learn how many pieces they were missing. But Catharine surprised him, saying every necessary element was in place. In fact, only thing was missing: consistency.
Catherine’s sole advice was to move away from TGC’s current emphasis on beautiful buildings and focus instead on the people the organization touched. George and his team immediately altered several campaigns to make them more people-centric. “Our new direction immediately had a vast impact on the organization,” he says. “We’ve already seen tangible growth in both donor cultivation and retention—including a 5% increase in year-to-date donors.” They’re now looking at a full rebranding initiative. At the same time, they’re wrapping plans for TGC’s gala 60th Anniversary celebration at Gamble House on October 1 followed by a 5K fundraiser in Lacy Park at the end of the month.
George can’t say enough about TGC’s partnership with Jericho Road Pasadena. “Catherine was and is terrific, and even during a leadership transition, JRP delivered fantastic oversight and a structure built on goal-oriented performance markers. When anyone asks me about JRP, I always say I can’t believe an organization like this exists.”
Thanks to volunteer Linda Taubenreuther for writing JRP social media posts!