2019 YEAR ROUND CAMPAIGN
Greater Twin Cities United Way
Industry: Nonprofit
Location: Twin Cities and surrounding 7 counties, MN
THE AMBITION
Brand-building (telling our story)
An integrated experience (digital, print, experiential)
Year-round engagement (campaign + fundraising)
2019 Annual Report
THE CHALLENGE
Many people don’t know what United Way does.
Let’s show what we do! (show vs. tell)
Simplify our message (plainspoken language, lead with emotion vs. facts)
Invite them to join us (United Way is for everyone!)
TONE
Optimistic & Energetic
Donor-centric (what you make possible through United Way)
Printed Materials
LOOK & FEEL
Happy people having fun and making meaning and an impact TOGETHER
Authentic (real people from United Way events and stories)
Getting involved is easy!
Printed Materials
People are exposed to thousands of messages each day
Up to 4,000+ ads/messages each day *Finding Brand Success in a Digital World, Forbes.com
Need to see an ad/messages up to 10 times before you act *What’s the frequency? Advertisers deal with conflicting data, AdAge.com
MESSAGES
Greater Twin Cities United Way is YOUR United Way
Unstoppable Community Changemaker
Are you ready to make a difference? Let’s get started!
A Multi-channel approach
meet people where they are consuming information and media
Digital Channels, Public spaces
Paid Media and Out of Home Advertising
INVITIng people into our story
make a connection with people, trying new immersive experiences
interacting brings them closer to the impact and stories
Interactive Story Exhibits
Brand YouTube Channel