Case Study 6: Centro
Background
Founded in 1974 as a 501(c)(3) nonprofit, Centro de Servicios quickly became a vital pillar for low-income families in Union City, providing essential social services and legal aid. The organization garnered significant public interest and was shaped by early leaders, including the late Alameda County Supervisor Richard Valle, attorney Frank Roesch, and co-founder Jaime Jaramillo, who later served as Executive Director. Established in the heart of Union City’s Decoto district, Centro’s origins in the 1970s were deeply intertwined with a predominantly Latino community of farmworkers, cannery, and blue-collar laborers, underscoring its longstanding commitment to serving the region’s diverse and evolving needs.
Challenge
Centro de Servicios faced significant operational hurdles due to increasing competition for funding from larger regional agencies, which compelled them to expand their approach to the wider community. While commonly known in the community as “Centro,” people had the mistaken impression that services were only available to the Latino Community, partly because of the Centro de Servicios name. There was a need to update the brand and to make information about vital services and programs available to the public on a new mobile-friendly website. Additionally, this information needed to be available in four languages, rather than two.
Solution
To address critical challenges with community outreach, Nimbus Design created a powerful and accessible digital platform. Leveraging the WordPress content management system for its flexibility and user friendliness, Nimbus Design developed a new website featuring a friendly, warm design esthetic enriched with diverse imagery. This visual approach was meticulously crafted to reflect Centro’s compassionate mission and resonate deeply with the Union City community.
We partnered with Kennedy Consulting Services marketing group to develop a new brand and develop all website content. This ensured that Centro’s messaging was clear and compelling and effectively communicated their vital social services and legal aid offerings. This collaborative effort resulted in a highly intuitive and engaging online presence that expanded Centro’s reach, making their essential services more discoverable and accessible to low-income families, even amidst strained resources.