Steve Smith

Lutheran Social Services of Mid-America had a problem: Its name confused people. The Ohio-based organization works with people of all faiths, not just Lutherans, offering services from credit counseling to senior-living facilities. The “mid-America” was unclear, too. What to do?

“Many people didn’t know about our organization,” says Pam Blumensheid, director of marketing for Lutheran Social Services of Mid-America. “We were providing good work, but people didn’t know about it. We needed to build identity.”

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