New Name for Homeless Coalition

EscaRosa Coalition on the Homeless (ECOH) has launched a major rebrand initiative to reintroduce itself to the public and highlight Coordinated Entry, the organization’s new, centralized multi-organization system that is changing the way homelessness is addressed here.

Opening Doors Northwest Florida is the new name for the 501(C)3, and the rebrand isn’t just a logo tweak, but a new name, messaging and website to reflect the organization’s designation by the state of Florida as the lead agency in a new “continuum of care” system that unites partner organizations to attack homelessness on a local level. The multi-pronged system was designed to ensure that those experiencing a housing crisis are quickly identified, assessed, referred and connected to housing and assistance based on their individual needs.

“We are not the same organization that was founded 30 years ago,” said John Johnson, ECOH executive director. “Since the late 1980’s EscaRosa Coalition on the Homeless has helped more than 78,000 people—men, women, senior citizens, children, veterans—saving and changing lives, while also saving taxpayer dollars.”

He added, “In 2017 we took an honest look at our brand and asked if we had the necessary tools to successfully tell our story. Our new name reflects the mission we live every day of opening doors … to reach, respond and restore those who are homeless and at-risk of becoming homeless.”

The rebranding process started with an informal survey, with representatives for the organization surveying members of the community, talking to donors, the board, management and community stakeholders to gather impressions and beliefs held about the organization.

“The results showed that many in the community had limited knowledge of the scope of our work,” said Johnson. “There were some gaps between our own goals and the recognition and perceptions that others had of us. It was clear that we needed to provide clearer definition.”

A list of potential names was generated and vetted. The board and staff discussed them to see how they aligned with the organization’s values.

Serene Keiek, ECOH marketing director, said, “The team made it very clear that any name change must clearly communicate our core values and not be a change just for the sake of change.”

As part of the rebrand, Opening Doors also launched a new website, openingdoorsnwfl.org, that includes a digital Street Survival Guide that provides immediate click-to-call access to resources and services for those in a housing crisis. Donations to cover the cost of specific items, such as a copy of a birth certificate or a hotel voucher for a family in crisis, are easy to make on the site.