Case Study: Downtown Marion, Inc. Non-Profit Rebrand & Fundraising Success

The Challenge: Brand Confusion & Community Awareness

As a non-profit organization, Downtown Marion, Inc. struggled with brand clarity, as many in the community mistakenly believed they were affiliated with the city rather than an independent entity. This lack of distinction impacted their ability to attract funding, donors, and event participants. They needed a stronger identity, strategic messaging, and marketing solutions to solidify their presence and drive engagement.

The Strategy: Positioning the Executive Director & Multi-Channel Marketing

Lucerna Group stepped in to craft a comprehensive rebranding and marketing strategy that would redefine Downtown Marion, Inc.’s image. The key initiatives included:

✔ Executive Director as the Brand Face – By elevating the Executive Director’s role in messaging and community engagement, we built stronger trust and recognition. ✔ Digital Marketing & Content Strategy – Leveraging social media, blog content, and website optimization to improve online visibility. ✔ Event & Cause Marketing – Aligning the brand with meaningful local events and community-driven initiatives. ✔ Sponsored Entertainment – Utilizing live entertainment partnerships to expand outreach and drive engagement. ✔ Media Production & Content Creation – High-quality visuals and storytelling to reinforce the brand’s mission and credibility. ✔ Website Design & Optimization – A custom-designed website primed with Google EEAT Scorecard and local search marketing, leveraging and generating brand awareness, engaging audiences, and sparking conversion/transactions. The site was built using StoryBrand wireframing for clear messaging, optimized SEO strategies, and interactive elements such as multimedia, updated photography, and B-roll video to enhance engagement. ✔ Conversion-Optimized Landing Pages – Dedicated pages for specific campaigns, such as event registrations, donations, and Downtown Marion, Inc. Dollars, designed to convert visitors into supporters.

The Outcome: Record-Breaking Fundraising & Increased Engagement

🚀 Sold out Christmas Gala Fundraiser📈 Ticket sales & engagement increased by 35% in just 90 days🎯 Record-high fundraising goals achieved💡 Clearer brand identity and stronger community trust🌐 Enhanced digital presence with a website designed for awareness, engagement, and transactions

Through strategic brand storytelling, digital engagement, and event-driven marketing, Lucerna Group helped Downtown Marion, Inc. achieve unprecedented fundraising success and a lasting, impactful brand transformation.

Client Testimonial:

“Because of Lucerna Group’s expertise, we were able to completely transform our brand clarity, increase engagement, and achieve a record-breaking Christmas Gala fundraiser. Their strategic approach, from media production to content marketing, made all the difference. We exceeded our fundraising goals and saw over 35% growth in ticket sales and community engagement in just 90 days. Their website strategy and digital campaigns truly set us apart.”— Allen Wilson, Executive Director, Downtown Marion, Inc.

🚀 Is your non-profit struggling with brand awareness and fundraising? Let’s make an impact together. fundraising? Let’s make an impact together.