Creative Summary

What is the objective or purpose of our communication?

What do we want to accomplish? What is the desired result?

Establish Peacehaven as a catalyst for inclusive community engagement—where people of all abilities and backgrounds come together and experience how our differences make life more meaningful.

Who are we targeting?

Who are the customers? What do we know about them? What are the relevant demographics? What are their beliefs/perceptions/desires?

Peacehaven serves individuals with Intellectual or Developmental Disabilities (I/DD), I/DD families and caregivers, residents of surrounding communities and neighborhoods, volunteers, and donors.

  • Many adults with I/DD face challenges with employment, adapting to community, accessing education or creating social relationships, and can experience profound feelings of loneliness or isolation. The programs and resources Peacehaven aims to provide to the I/DD community and general population seek to close that gap.
  • The relationships and services provided by volunteers and Peacehaven are reciprocal. Volunteers, Core Members, Staff, are all on equal footing, working shoulder to shoulder and side by side as peers. There is a sense of “being vs. doing”; the work on the farm, interactions with core members, and the land itself invite you to be in the moment, slow down and embrace the process.
  • Local community is primarily Guilford and Alamance counties. As Peacehaven becomes more known, and offers increased engagement, Peacehaven could become a destination for the I/DD community and families in the Triad, Triangle, and state-wide.
  • Donors likely belong to one or more of the above segments and may be motivated by their personal experiences and connections to I/DD individuals or families.

How do our mission, vision and values set us apart?

How do they align with the values of your key constituents?

Mission

To connect people of all abilities through inclusive living, learning, work, and play.

Vision

To be a catalyst for learning, growth, and belonging for people of all abilities everywhere.

Values

  • Community: Peacehaven creates community by welcoming and connecting people with a wide range of abilities, thoughts, and gifts.
  • Compassion: Peacehaven practices compassion by thoughtfully and kindly engaging with our community, our land, our neighbors, and ourselves.
  • Risk: Peacehaven appreciates the role risk plays in personal and organizational growth, and, through failures and successes, we hope to help more people have fulfilling, dignified lives.
  • Adaptability: Peacehaven understands that adaptability is essential in developing deep, trusting relationships and in structuring resilient organizations.
  • Sustainability: Peacehaven embraces sustainability by conserving natural resources, supporting a healthy community and workforce, and deriving adequate revenues to
    ensure our long-term financial health.
  • Wonder: Peacehaven encourages wonder in everything we do with the hope that it will spark innovations in how communities function and evolve.

What do we want to say?

What is the single most important benefit we can convey?

Peacehaven inspires people to have new experiences, make new connections, and learn new skills, within a supportive network and sustainable environment.

Why is this true and relevant?

What are the supporting reasons to believe what we say?

  • Peacehaven is at the intersection of I/DD, community engagement, and job skills training all on a sustainable farm.
  • A founding philosophy of Peacehaven is the “dignity of risk,” challenging the idea that persons with I/DD necessarily had to be protected or isolated from daily life. Through housing and programming, Peacehaven seeks to enable I/DD persons and people of all abilities to live their lives to the fullest, through community and support.
  • Peacehaven provides housing for core members through “Susan’s view”, where permanent residents with I/DD can live onsite in a family-style environment, offering independence and daily enrichment within a caring and supportive network.
  • Peacehaven views the continued investment and expansion into programming and related infrastructure as a path to broaden their reach and impact, and ensure equitable access for those who may benefit from their services.
  • Current programs include RISE (Reaching Interdependence, Skills, and Employment), a job preparedness program for people with I/DD, and FarmCorps, a program for the engagement and education of at-risk youth funded in partnership with Cone Health.
  • Peacehaven is currently piloting additional different programs to help inform the future community center.
  • Peacehaven believes that care for people and care for the land are deeply intertwined. Peacehaven Is intentional in its stewardship of the planet and its resources; through solar panels/renewable energy and farming practices.

Is there an appropriate tone?

Is there a believable tone that can be used to differentiate?

  • Unifying
  • Joyful
  • Determined
  • Transformative
  • Sustainability Minded

How will we measure communication success?

What profile or behavior will change that can be measured?

  • General awareness of Peacehaven in our region, and Peacehaven’s role and impact within I/DD community (social media likes/follows/shares/impressions, website visits/engagement)
  • Increased levels of engagement among I/DD community audiences (increases in attendance, increase in volunteers)
  • Renew momentum and engagement with existing/ lapsed stakeholders
  • Increase in qualified donor prospects (particularly in Guilford & Alamance Counties)
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