The Asian American Center of Frederick (AACF) faced a crucial challenge: its messaging needed to better convey the full range of its services. Dedicated to enhancing, empowering, and enriching the lives of immigrants and minorities in Frederick County, Maryland, AACF provides access to essential information, services, and benefits.
Recognizing the need to reach a broader audience, AACF collaborated with PPR Strategies to identify the most effective ways to showcase its mission, services, and impact, ensuring that those in greatest need could connect with vital resources. Clear, engaging communication was essential to highlight the diverse programs and resources available, ensuring that individuals and families could fully tap into and benefit from AACF’s support.
Based in Frederick, PPR Strategies was familiar with the valuable work of AACF and was thrilled to support this community luminary. Our team enthusiastically took on the task of helping tell AACF’s story in ways that would reach those in need of these services.
The project began with PPR Strategies conducting a Marketing and Branding Study that surveyed Frederick residents, business owners, staff, elected officials and representatives, partners, and other stakeholders of AACF. The study aimed to comprehensively understand how AACF was perceived within the community. To ensure inclusive participation, the survey was translated into Spanish, Korean, Chinese (simplified), Burmese, Vietnamese, Urdu, Farsi, and Dari.
Utilizing the data from seventy survey respondents, PPR Strategies determined that the AACF needed to communicate three groups of services better: health and family support services, cultural festivals and connection events, and language and citizen integration programs. Recognizing that many people are visual learners, PPR Strategies collaborated with interviewees from the AACF and a Frederick County-based videographer, Mountains and Rivers Media, to coordinate, film, and edit three videos showcasing the services offered by the AACF in greater detail. These videos vividly capture and communicate the center’s offerings, making it easier for individuals to understand and engage with the support available to them. By leveraging the power of visual storytelling, we aim to enhance awareness and accessibility, ensuring that the center’s valuable resources reach and resonate with a broader audience.
The videos, featuring Cultural Connections, Citizen and Integration Services, and the Annual Frederick Community Health Fair, spotlighted essential resources for the community’s evolving needs.
It was a meaningful experience to support a local institution that bolsters immigrants and their families. PPR Strategies is committed to meeting our clients where they are, conducting necessary research, and delivering results that spur growth. Taking the time to understand the needs and wants of key audiences is crucial in crafting a winning strategy for our clients, helping them advance their mission and better our community.
Photo credit: John Canon, Mountain and Rivers Media
