The Buckeye Ranch Brand and Digital Strategies - The Buckeye Ranch

Origo began by developing a strategic brand report designed to declare who The Buckeye Ranch is, define the successes of the current year’s initiatives, and identify future plans. Origo created two conceptual directions, illustrating different ways the existing brand identity of The Buckeye Ranch could be applied to the report via design elements, messaging, and positioning. The Buckeye Ranch team chose the concept of Restoring Hope. Providing Healing., establishing a single source of truth to help guide the strategic vision of the organization. With a unique conceptual direction established, Origo was then able to create an annual impact report that gave The Buckeye Ranch a cohesive, effective way to share the quantitative and qualitative reach and outcomes of each year with investors, internal and external stakeholders, and the broader community.

Next, Origo and The Buckeye Ranch worked closely to create a landing page and suite of outreach assets to promote A Positive Note, the organization’s biggest fundraising event of the year. As part of this effort, we produced a series of video vignettes that highlight young adults’ experiences with The Buckeye Ranch and the team of clinicians who support them, helping to amplify these moving success stories at the event and beyond. As a result of these efforts, The Buckeye Ranch was able to raise $37,000 in text-to-donate funds during the event. 

To reach a wider audience and inform the public about its services and impact, Origo developed a six-month organic social media campaign. This included a strategy designed to help The Buckeye Ranch team balance reactive daily needs and proactive, evergreen messaging. The strategy included detailed guidelines for creating social posts for each of The Buckeye Ranch’s goal areas, including community impact, education and recruitment, issue advocacy, and youth mental health stigma reduction. We also launched a paid media campaign to raise awareness for The Buckeye Ranch’s foster care services.

The Buckeye Ranch’s new approach to communicating its brand through different design, social, and digital strategies has helped to better communicate its different services and programs while also creating a more human approach to storytelling when conveying the areas of impact they make for youth. Origo continues to partner with The Buckeye Ranch, working to reach more people and make a positive difference in our communities.