Case Study


Rebranding: New Name, Same Incredible Mission

Building Brand Awareness in the Public Eye

In the seven years that Your People has supported Samaritas toward building greater brand awareness throughout the Lower Peninsula of Michigan, we achieved great media exposure along with providing support for internal communications, social media, website content and development, blogging, media training and executive speech writing. Guided by events, breaking news, the calendar, media inquiries and special promotional focuses (i.e. national adoption month), our efforts spans the good works of this faith-based nonprofit.

Rebranding Samaritas Under A Cohesive Identity

Your People began working with Samaritas when it was Lutheran Social Services of Michigan. In 2016, the organization rebranded as Samaritas, tasking Your People with the responsibility for promoting the new identity in media and through events at strategic organizational locations, planned by the Your People team.

We planned events with the new branding prominent and celebratory, promoting through media channels statewide this new identity. We shared the story of the corporate values and priorities as well as service lines and programs.

The Power of Storytelling

Your People shared positive stories to establish Samaritas as a welcoming, far-reaching, people-focused service organization. We built brand ambassadors within the organization. Through business development and communication workshops, we educated Samaritas leaders on the power of storytelling to build brand awareness and cohesion within the ranks, and provided media training for staff and clients.

Through the years, Your People has been honored to support Samaritas and share stories of its programs and services that impact lives and change communities.

Your People responded to an urgent need for information. Our team planned and facilitated a press conference involving refugees, Samaritas leaders and community partners to respond to a slam of media inquiries after the White House issued its January 2017 Executive Order on Immigration and Refugees. Your People responded to media effectively and efficiently while protecting Samaritas clients and organizing leadership in a focused message.

We wrote a Statement and Media Advisory, guided refugees and leaders in media training, and planned a press conference, resulting in 50 immediate media hits.

Your People placed the story of this little girl’s adoption from foster care, with a Disney-themed court appearance, in West Michigan media. A TV segment went viral with more than 25 million views on the Samaritas Vimeo channel, coverage by ABC, The Today Show, Buzzfeed, Daily Mail, Inside Edition, Fuji TV Japan, Huffington Post, Mashable, and Woman’s Day, to name just a few national and international media outlets.

In 2017, Your People received a MarCom Platinum Award for our strategic communications initiative, which included a press conference that garnered attention from media outlets across the country, in response to the 2017 Executive Order on Immigration and Refugees on behalf of Samaritas and its New Americans program.


Vickie Thompson-Sandy, former President, Samaritas

“Working with Lynne from Your:People has really helped Samaritas take a huge leap in our communications strategy by getting out in front of key issues that affect those we serve. Prior to our engagement, it was rare to see Samaritas’ work in the news. Last year she helped us with over 230 media hits! We value Lynne and her team in helping us fulfill our mission and desire to serve others.”


Richard K. Martin, former Chief Advancement Officer, Samarita

“Samaritas (formerly Lutheran Social Services of Michigan) partnering with Your:People since 2012 has been a smart investment. The ROI and social capital we’ve realized is extraordinary.”

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