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Communications Audit

Jesuits of the California Province

In January 2004 the Jesuits of the California Province established its first development office — a challenge that requires discrete communications strategies for different audiences. Administrators told us about this Province’s distinguishing features: its Jesuits are younger than those of the other nine U.S. provinces, it serves a more multicultural people, its commitment to Jesuit-lay partnership is strong and tangible, and it has gotten involved in ministries that are very different from the norm. Yet the operations of the Provincial headquarters are virtually unknown by its primary constituents.

For help in telling its story and creating a brand, the Province approached Zehno. Our communications audit, which included two days of interviews at the Provincial headquarters and exhaustive research about the Society of Jesus and the history and activities of this five-state Province, provided a roadmap for a branding campaign. Our recommendations are designed to differentiate the Province, inspire people to affiliate, and to go beyond descriptions of the intrinsic value of becoming involved or giving to the Province to emphasize the benefits of affiliation.

This report focused on coordinating the new Province brand across electronic, print and direct mail vehicles and events and provided a development mailflow calendar. Because schools and colleges within the Province have long had their own fundraising offices, we also advised the Province on how to present the new campaign to internal and external audiences. A separate report for the new Province magazine — the lead piece in our strategic, mission-based communications plan — named the quarterly, established its goals, and delivered creative concepts plus strategies for implementation, budget and staffing.

Zehno’s report, delivered in February 2004, will serve as the basis for our continuing partnership with the Province, beginning with the magazine and website.