part 01: The Problem
Getting noticed is the first step to giving back.
Akron Community Foundation, a nonprofit that helps generous funders support important causes, was looking to make an impact in a new and exciting way.
Despite being a fixture of the community since 1955, ACF discovered that its brand was not as strong as it could have been in certain geographic and demographic areas of the region. In its nearly 70 years of operation, the organization has distributed more than $230 million in grants to qualified nonprofits – a number they plan to grow exponentially by reaching and serving more donors and nonprofits.
part 02: The Solution
Eternal life or the next best thing?
TRIAD and ACF developed the “Live Forever” campaign after taking a close look at the organization’s objectives and potential gaps in the market. Four personas were identified, each based on a segment of their core audience and deemed most likely to engage. Overarching messages and secondary messages were created to target each persona.
A strategic media mix, including outdoor and programmatic advertising, was developed and implemented to raise awareness within the community. Digital targeting included geofencing, a targeting method that allows us to create a digital fence around a physical location. Those entering and then exiting that location are served ads.
Conversion tracking for the programmatic ads was set up based on Key Performance Indicators and is being used to optimize and report the campaign.
part 03: The Engagement
Tailormade web experience
The Live Forever campaign was built with multiple personas in mind. The campaign landing page was then created to cater to each persona. Changes to copy and calls to action help guide each user through the web experience, creating moments that appeal to them personally.
part 04: The Placement
Getting in front of the correct eyes.
We developed a media plan that caters to the audiences and personas of Akron Community Foundation.
Not ones to settle for a single tactic, we placed the Live Forever campaign across print, outdoor, and digital media. Traditional placements included QR codes that let us track which publication or print format attracted the most scans. QR codes lead to the landing page that includes our conversion point: a contact form.
part 05: Bonus Material
From the bus windows to the wall.
To further increase exposure and partner with a local institution well-known for its community support, TRIAD worked with ACF, the Akron-Summit County Public Library, and artist Terran Washington to create an eye-catching mural on the side of the library.
This mural represents the many ways ACF and ASCPL give back to Greater Akron. A QR code was placed in the mural so viewers can visit the landing page and learn more about ACF’s services. QR code scans are being tracked for effectiveness.
