Back in January 2014, we introduced the Knowledge Shared, Knowledge Gained program to give back to the communities where we live and work by providing marketing services pro-bono. Teams from Harte Hanks worked with non-profits in Greater Orlando to identify each organization’s business goals and create marketing plans to achieve them.
Now that we’ve had a year to execute on these marketing plans, I thought a wrap-up would be appropriate to highlight a few of these fabulous organizations.
New Image Youth Center
The first project we completed was for New Image Youth Center, an organization that seeks to shelter children from the drugs, gangs, and negative influences within the neighborhood and to empower kids to achieve their goals through resources and tools.
“With a mission focused on helping inner city youth obtain a New Image through positive and motivating learning experiences, we recognized we needed our own image makeover to attract their attention,” said Shanta Barton, President of New Image Youth Center.
Our team partnered with fellow agency Tipping Gardner, who specializes in brand strategy and visual identity. Together, we introduced several potential looks that leveraged bright colors and graffiti-style fonts to appeal to young, urban prospects. Ultimately, New Image Youth Center selected a logo that helped put their name front and center in a fun and engaging way:
“Our goal was to help New Image Youth Center develop a look that could be used across all facets of marketing: web, social media, print…virtually everywhere,” said Jeanne Shaunessy, project lead at Harte Hanks. “This design does just that.”
National Alliance on Mental Illness, Greater Orlando (NAMIGO)
National Alliance on Mental Illness, Greater Orlando is part of the nation’s largest grassroots mental health organization dedicated to building better lives for Americans affected by mental illness. They advocate for access to services, treatment, support, and research.
This group needed help to raise awareness for the work they do and to promote the NAMIWalk, a key fundraiser to support their efforts.
To help them with these goals, we created:
- A B2B outreach letter, targeted to 700 businesses in the Greater Orlando area and designed to raise awareness of NAMIGO and its valuable message.
- Telemarketing support to help drive awareness, fundraising, and traffic to NAMI’s website. This provided the foundation of a database to build on for future marketing efforts.
- Social media training playbook designed to help NAMIGO fully realize the benefit of social media as part of the marketing efforts.
“We received a donation today for the 2014 walk that is a direct result of the outreach letter sent out by Harte Hanks,” said Barbara Aikens, Membership Contact. “They even included the original letter with their check. We also received calls from local businesses as a result of the mail outs.”
Global Peace Film Festival
The Global Peace Film Festival uses the power of the moving image to further the cause of peace on earth. From the outset, the GPFF envisioned “peace” not as the absence of conflict but as a framework for channeling, processing and resolving conflict through respectful and non-violent means.
GPFF needed help to raise awareness and engage audiences beyond the annual festival.
Our solution included a two-pronged approach:
- Position GPFF as the link between social causes and new audiences by developing a campaign that encouraged taking action. We enhanced their website by focusing the content on specific issues. We drove participation beyond the event by turning fans into advocates with influencer outreach and planned content. We also used a ‘bring a friend’ promotion to offer rewards for participation.
- Create a street team to enable GPFF to spread the word about what they do throughout the community with ambassadors at local coffee shops, bars, gyms, churches, and local universities. These activities were supported with targeted emails, social promotion, and posters to drive home their message.
“Film has the power to move us, connect our emotions, and influence change,” said Laurie Watkins, Harte Hanks team lead. “Our goal was to harness that feeling through all direct marketing channels.”
The Year Ahead
After a successful 2014 Knowledge Shared, Knowledge Gained program, we will be taking the program to the Greater Philadelphia area for 2015. Stay tuned to find out which non-profits we partner with and how we help them to deliver on their missions.
About the Author
Nicole Bump, Senior Content Manager, is responsible for developing the Harte Hanks content strategy, bringing this strategy to life through the editorial board, generating much of the company's content and managing the Harte Hanks social presence. A writer at heart, Nicole also enjoys evaluating ways in which new technologies can enable better content production, distribution and measurement.More Content by Nicole Bump