Welcome to Prosper for Purpose

We develop brands and optimize relationships for growth and positive impact. Prosper for Purpose is a strategic public relations, branding and fundraising firm that helps purpose-driven organizations and individuals maximize their impact. We achieve success through creative solutions, proven processes and professional expertise.

We have some pretty revolutionary ideas about what an agency can be. A trusted partner. A force for good. By collaborating with individuals and organizations who have a shared vision to do well and do good, we produce solutions that create change.

Meet the team

ohio department of higher education

Cuyahoga county board of health

ohio division of liquor control

Our Work

We approach each project as an opportunity to bridge resources and goals; to further a mission; to do good and do well. Please click below to read about a few samples of our work.

Prosper for Purpose Helps Ohio Department of Commerce’s Division of Liquor Control Promote the Responsible Sale and Consumption of Alcohol

‘Redefine’ Campaign Aims to Decrease Underage Drinking and Over-Consumption of Alcohol

Company Bio:

The Ohio Division of Liquor Control is focused on ensuring Ohioans and visitors have access to the products they want to purchase while encouraging the responsible consumption of alcohol. This includes overseeing the manufacturing, distribution and sale of all alcoholic beverages, selling spirituous liquor through contract liquor agencies, and issuing permits and registering products for sale.

Websites:

com.ohio.gov/liqr

redefineohio.org

Executive Summary

The DOLC is focused on ensuring Ohioans have access to the alcoholic products they want to purchase, while encouraging the responsible consumption of alcohol. They also promote the responsible consumption of these products by educating the public, and ensuring that business owners and their employees are fully informed and properly trained on their responsibilities not to sell to underage or intoxicated individuals.

Thanks to a grant from the National Alcoholic Beverage Control Association (NABCA), the DOLC desired to design and implement a multi-faceted awareness campaign that promotes the prevention of the sale of alcohol to underage individuals by contract liquor agencies and wholesale bars and restaurants, as well as the responsible consumption of alcohol by consumers.

Underage drinking and excessive consumption of alcohol are largely impacting the safety, morbidity and mortality rate in Ohio. The campaign would support efforts to create a safer environment to equip the community with the tools and knowledge needed to lower these rates. All messages were intended to encourage Ohioans to sell and consume alcohol responsibly.

Challenges

Among youth in the United States, alcohol is the most commonly used and abused drug. The use of alcohol underage can lead to school, social, legal and physical problems among youth and students who drink alcohol are at a higher risk for suicide and homicide. Underage drinking and drinking in excess have become an increasingly serious problem according to National Statistics of Underage Drinking:

4% of 12-20 year olds participated in binge-drinking in the past month
54% of all fatalities from a car crash were the result of alcohol-impaired drivers in 2016
More than 40% of 10th graders drink alcohol
Teen alcohol consumption causes 4,300 deaths each year as of 2015

4% of 12-20 year olds participated in binge-drinking in the past month

54% of all fatalities from a car crash were the result of alcohol-impaired drivers in 2016

More than 40% of 10th graders drink alcohol

Teen alcohol consumption causes 4,300 deaths each year as of 2015.

Research also shows about 90% of alcohol consumption among youth under age 21 and more than half of alcohol consumption among adults is in the form of binge drinking (defined as drinking four or more alcoholic beverages per occasion for women or five or more drinks per occasion for men). Binge drinking is associated with multiple health problems such as unintentional injury (crashes, falls, burns, drowning), intentional injury and violence, alcohol poisoning and many others.

How We Helped

Prosper for Purpose took a look at what’s been done to discourage underage and binge drinking, as well as promote responsible drinking. We identified the blank space that would allow us to zero in on a fresh approach. In the past, other anti-underage consumption campaigns used fear tactics to stray underage kids and bartenders away from the irresponsible use and sale of alcohol; however, recent research has shown that even while these tactics influence attitudes they do NOT change behavior. There are many reasons for this, but what was important was to create a different kind of campaign — one that focused on hope instead of fear.

Prosper for Purpose created a campaign concept theme titled “Redefine.” Tongue and cheek, this concept uses contradictory terms and visuals to redefine phrases with common negative connotations. The objective is to ignite ideas in kids to rethink how they have fun. “Redefine” aims to inspire teens to live life to the fullest, with the mindset that drinking isn’t the foundation of a good time, and to encourage adults to think twice before making decisions when faced with consuming or distributing alcohol.

The three main components of the campaign included a website, promotional video and social media. Traditional advertising and public relations tactics, such as media and influencer relations, partnerships and event planning, were also incorporated as part of the overall strategy.

Results, Return on Investment and Future Plans

The overall success of the campaign was measured by numerous key performance indicators. Detailed metrics for the first six months of the campaign are indicated below.

Redefineohio.org Website Analytics

Visitors: 3,008
Pageviews: 14,557

"Redefine Your Life" Video Analytics

Views: 537

Social media Analytics

New Followers: 140 (totals for four months)

Media Relations

Information about "Redefine" was featured in various news outlets, including The Akron Beacon Journal, The Parkersburg News and Sentinel, The Intelligencer / Wheeling News-Register, The Canton Repository and WTAM 1100

strategic partners

32 individuals at 18 key organizations and departments were engaged at a launch event in May 2018. Five organizational partners requested materials for their use and 15 partners committed to completing the campaign checklist.

The “Redefine” team was invited to present to the Responsible Alcohol Policy Commission on June 7, 2018

As a result of the RAPC presentation, the Redefine team is in conversations with the Director of Government Relations at Anheuser-Busch to determine the best way to partner in support of campaign programming through their non-profit AB-Bev Foundation

The Prevention Action Alliance has spread the message through all of the channels available to the organization

The Ohio Department of Tourism partnered with the DOLC on a collaborative marketing piece for online distribution for the 4th of July

An ad and article on the “Redefine” campaign were featured in the July 2018 issue of Friday Night Football magazine, which is sold in three states and distributed to 717 high schools, coaches and athletic directors

The “Redefine” team was invited to set up a booth at the Ohio State Fair to highlight the campaign and generate awareness. The booth had 18,563 visitors during the course of the fair

"Redefine" also won a Bronze Rocks Award from the Greater Cleveland Chapter of the Public Relations Society of America for excellence in integrated communications.

Prosper for Purpose Develops Campus Sexual Violence Awareness Campaign to Be Introduced in 87 Colleges and Universities in Ohio

ALIGN is a comprehensive, actionable social norming campaign aimed at addressing the pervasive problem of sexual violence on Ohio’s campuses

Company Bio:

The Ohio Department of Higher Education is a government agency that oversees higher education in Ohio, including developing and advocating policies to maximize higher education’s contributions to the state and its citizens.

Websites:

ohiohighered.org

ohiohighered.org/ccc/align

Executive Summary

The ALIGN campaign is part of the Ohio Department of Higher Education’s (ODHE) Changing Campus Culture initiative, a state-wide effort to better respond to, and ultimately prevent, campus sexual violence. Since 2015, Changing Campus Culture has proactively encouraged all of Ohio’s college and university campuses to embrace five cornerstone practices to address this pervasive problem: 1) Use data to drive action; 2) Respond to sexual violence on campus with evidence-based training; 3) Communicate a culture of shared respect and responsibility; 4) Develop a comprehensive response policy; and 5) Adopt a survivor-centered response.

To support recommendation number three, ODHE hired Prosper for Purpose to develop a social norming campaign that will be implemented in 87 of the state’s college and university campuses. The ALIGN campaign’s main objective is to unite higher education institutions in Ohio — through consistent messaging and imagery — with a shared commitment to end campus sexual violence.

Challenges

National studies show that more than 11% of all college students experience sexual violence on campus. Among LGBTQI and female students, these statistics are even higher; 73% and 23% respectively. Time and again, research suggests that there is little public faith in institutional processes of responding to sexual assault accusations and altercations. Because of this mistrust, survivors have a tendency to underreport sexual assault crimes to authorities. For victims, the ramifications of sexual violence can last a lifetime — survivors are far more likely to suffer from post-traumatic stress disorder and depression, contemplate suicide, and abuse drugs and alcohol.

ODHE was in need of a powerful, inclusive campaign that could be utilized by both private and public higher education institutions to promote a culture of shared respect and responsibility, dispel certain harmful myths and ultimately create new social norms. The state-wide campaign also needed to seamlessly incorporate into each campus’ local efforts and initiatives.

How We Helped

Using our proprietary brand development process, Prosper for Purpose uncovered and solidified a campaign identity, extracted and refined key messages and lead the design of visual assets.

Throughout the development of the ALIGN campaign materials, Prosper for Purpose continuously sought feedback from both campus and community partners to ensure the resources were beneficial and provided real value. Partner outreach was critical during the creation of the campaign materials. As leaders in the effort to create systemic change, campus and community partners understand first-hand the importance of creating a safe environment for all.

Prosper for Purpose developed ALIGN’s imagery and messaging to be purposely broad, so each institution is able to amend campaign assets to support current, homegrown, on-campus initiatives. In addition, several pieces of campaign materials were designed with customizable elements to allow the colleges and universities to integrate school mascots, logos or colors for effective co-branding. The customization also allows each institution to create calls-to-action that are specific to campus systems, processes and procedures.

Results, Return on Investment and Future Plans

The ALIGN campaign will launch in the fall 2019 semester with results reporting starting in the ODHE 2019-2020 Annual Campus Climate Survey.

Moreover, Prosper for Purpose used public relations, marketing and communications best practices to set each institution up for success, including providing a high-level implementation strategy, an online toolkit and suggestions for the campaign launch.

Prosper for Purpose Improves Breast and Cervical Health with Cuyahoga County Board of Health

'My Body Matters' Campaign Designed to Encourage Underserved Women in 18 Ohio Counties to Apply for Free Cancer Screenings

Company Bio:

The Cuyahoga County Board of Health is a government public health organization that works in partnership with the community to protect and improve the well-being of everyone in Cuyahoga County.

Websites:

ccbh.net

mybodymatters.org

Executive Summary

Using funding from the Ohio Department of Health’s Breast and Cervical Cancer Project, the Cuyahoga County Board of Health (CCBH) enlisted Prosper for Purpose for a public awareness and outreach campaign. The main objective was to educate underserved Northeast Ohio populations about breast and cervical health and ultimately, increase the number of health screenings among women in the targeted communities.

The "My Body Matters" campaign was executed in two phases based on grants and program goals. During the first grant, Prosper for Purpose and CCBH collaborated on the campaign to compel women to find ways around barriers to receiving routine breast and cervical cancer screenings. For the second grant, Prosper for Purpose focused on establishing relationships with "My Body Matters" providers and expanding the marketing tactics to include more women in a broader age group.

Challenges

According to the 2016 Ohio Annual Cancer Report, breast cancer was the second leading cause of cancer incidence in Ohio in 2013. The incidence rate for Ohio was 125.8 per 100,000, placing Ohio in the second highest tier for incidence rates across the country. The Ohio Behavioral Risk Factor Surveillance Survey also indicated 60% of Ohio women 40 and older reported having had a mammogram — less than the national average of 69%.

CCBH has been a grantee of the ODH‘s Breast and Cervical Cancer Project since 1994. In the 2016-2017 grant year, the ODH has decreased the number of regional offices, thereby increasing CCBH’s service areas. CCBH was in need of a high-impact, population-based plan that would address breast & cervical cancer screening awareness among Ohio women in their significantly larger service area.

How We Helped

For phase one of the grant funding, Prosper set out to strategically communicate that eligible women can receive breast and cervical cancer screenings at no cost through the new "My Body Matters" program.

For phase two, Prosper focused on establishing relationships with "My Body Matters" providers and expanding the phase one marketing tactics to a broader range of women aged 21 to 64 years old.

The specific brand development tactics employed by Prosper for Purpose included creating a campaign identity through brand design and key messages as well as writing public service announcements, talking points and creating the "My Body Matters" website.

Results, Return on Investment and Future Plans

At the conclusion of Prosper’s work on the "My Body Matters" campaign, more than 1,060 women received breast and cervical cancer screenings. Prosper also helped to secure 318 service providers for the program.

"My Body Matters" went on to win a Gold Rocks Award from the Public Relations Society of America Greater Cleveland Chapter for excellence in integrated communications.

Public relations and marketing tactics included media, partner and influencer outreach, community events and more while development tactics consisted of creating a campaign timeline, periodic benchmarking and partner management.

Resources

When people ask me what I do for a living, I usually answer that I help brands tell their stories to influence perceptions or behavior. It might be an oversimplified explanation of what the PR profession entails, but it’s one that people outside our sector can understand.

The truth is that we don’t communicate solely through stories, but storytelling is what enables us to create meaningful relationships, as humans and as brands. As such, storytelling is an essential skill for PR practitioners.

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