ABOUT THE CAMPAIGN
We’ve worked with United Way of the Wine Country since late 2019 to develop a full brand building campaign across all channels but with a digital focus. To prepare for the traffic a digital campaign would drive we began by redesigning and building a new website.
The campaign visuals and messaging are bold. The brightly colored vertical stripes carry the brand colors across all components of the campaign. The messaging engages the audience with statements like:
“Amplify your giving” and “No guessing, just giving” and “Turn your dollars into change”
RESULTS
SINCE JANUARY OF 2020
11+ MILLION IMPRESSIONS
113,000+ CLICKS
OUR AUDIENCE AND HOW WE CONNECT
We worked closely with United Way to develop a series of audience personas and employed scenario mapping to develop strategies to connect with our audiences where they are. This work was used to develop journey maps for each persona and eventually create a website plan, digital targeting and traditional marketing recommendations.
TACTICS WE USE
The United We Rise campaign utilizes social media, digital ad platforms such as Google and YouTube as well as local platforms.
BRANDING >
UPDATED BRANDING
- AUDIENCE RESEARCH
- RECOMMENDED MOVE FROM UNITED WAY OF THE WINE COUNTRY
- LOGO UPDATE
MESSAGING >
CAMPAIGN MESSAGING
- DEVELOPMENT OF MULTIPLE OPTIONS
- A/B TESTING TO LEARN WHAT RESONATES WITH AUDIENCE
- CREATION OF SUPPORT COPY TO MORE CLEARLY DEFINE UNITED WAY’S BUSINESS MODEL
DESIGN >
CAMPAIGN DESIGN
- DESIGN OF ICONIC AND HIGHLY RECOGNIZABLE STRIPE DESIGN
- LOOK & FEEL TO REINFORCE THE CONCEPT OF ‘RISE’
- EXTENSION TO ALL AREAS OF CAMPAIGN
WEBSITE >
WEBSITE
- DESIGN & DEVELOPMENT OF FULLY RESPONSIVE WEBSITE
- ‘RISE’ CONCEPT REINFORCED BY SCROLLING APPROACH
- LANDING PAGE SYSTEM TO SUPPORT ALL DIGITAL MARKETING
PRINT >
PRINT
- DESIGN PRINT COMPONENT TO SUPPORT DIGITAL PUSH
- INTRODUCTION OF UNITED WE RISE CAMPAIGN THROUGH PRINT FLOURISH
- FOCUS ON WORKPLACE GIVING
DIGITAL >
DIGITAL ADVERTISING
- STRATEGY, DESIGN & IMPLEMENTATION OF FULLY INTEGRATED DIGITAL CAMPAIGN
- A/B TESTING TO EXPLORE & DEFINE CAMPAIGN MESSAGING
SOCIAL >
VIRAL SOCIAL STRATEGY
- STRATEGY, DESIGN & IMPLEMENTATION OF VIRAL SOCIAL CAMPAIGN
- DEVELOPMENT OF 10-ONE CAMPAIGN TO ENCOURAGE PEOPLE TO GIVE $1 AND TAG TEN FRIENDS ON 10/1
- COMMUNITY BUILDING FOCUS
WORKPLACE >
WORKPLACE GIVING
- STRATEGY, DESIGN & IMPLEMENTATION OF WORKPLACE GIVING CAMPAIGN
- DIRECT MAIL & POINTED OUTREACH SUPPORTED BY BRAND AWARENESS CAMPAIGN
BEYOND >
PIRATED LOGO TEE
- CREATION OF RULEBREAKER TEE WITH PIRATED VERSION OF LOGO
- GIVEN TO UNITED WAY TEAM & BRAND ADVOCATES
