Services: Brand, print, web and public relations
Central Scholarship is a 92-year-old, Baltimore-based nonprofit that annually provides $1 million in scholarships and interest-free loans to students to pursue undergraduate, graduate and professional degrees, as well as vocational training. When the nonprofit received nearly 4,000 applications but could only provide funds to less than 10% of the students who applied, the executive team was on a mission to secure more funding.
Upon review of Central Scholarship’s brand, Vitamin immediately realized that the 92-year-old organization needed a complete brand revitalization: an updated name, a new logo and tagline, plus a website that could capture the interest of donors and allow them to make contributions online.
Vitamin developed new brand messaging for Central Scholarship, redesigned the logo, enhanced the organization’s full color palette, designed and built a fully responsive website on WordPress, and then optimized the site for SEO to allow potential donors and estate planners to find the website easily. The saturated, high-contrast color palette was applied to the newly created print collateral and incorporated into the redesign of Central Scholarship’s office.
With the momentum of the new website and branding, Vitamin launched a media relations campaign, publicizing the nonprofit as an untapped resource for students requiring tuition support.
Central Scholarship saw immediate benefit from the rebranding, web design and media relations campaign:
- The updated name and brand has raised Central Scholarship’s visibility as Maryland’s largest nonprofit supplying grants and interest-free loans to students.
- Donor support has been easier to secure and the new site’s organic SEO has driven several inbound leads to call or contact Central Scholarship regarding potential estate donations.
- The PR effort earned Central Scholarship press coverage in major print, trade and broadcast media, including the Baltimore Business Journal, Citybizlist, Scholarships Times, WJZ’s “On-Time” and the Lumina Foundation – the nation’s largest private foundation dedicated to higher education access and success.
- Several media outlets requested post-program stories from students, creating buzz about Central Scholarship among regional constituents, donors and educators.