Create promotional materials for the yearly United Way Capital Area workplace campaign.

Focus on a local connection to Central Texas since previous presentation materials used by United Way had a national, standardized feel and focus.

Create a nonprofit brochure that can easily be carried in a wallet or bag and doesn’t look too expensive.  Many recipients did not take a copy of previous brochures because they looked too expensive. The expensive look also gave a negative connotation of “wasting” money on expensive promotional materials.

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Film, photograph and collect personal stories from real recipients and volunteers to give the promotional materials a personal and local connection.

Develop the “Rooted in Central Texas” concept which focuses on making our community’s roots healthy so that we all stay healthy. It localizes the issues that United Way deals with and helps the audience see the value of contributing to the health of our community.

Make the brochure fold up to wallet size for portability and ease of sharing. We created 6 different brochures, each with a different person’s story as well as different volunteers. This keeps the piece fresh and allows the audience to compare different versions after the presentation.

Tie the campaign into a microsite that shared more stories, gave more specific giving and volunteering information and allowed for digital sharing.

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CSS/HTML

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Concepting and strategy

Not-for-profit video campaign

Accordion brochure

Photography

Copywriting

Nonprofit Microsite

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By early December 2010, after four months of running the campaign, United Way Capital Area reached 99% of its campaign fundraising goal, a feat not usually met until February.

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