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Client: YWCA of Cortland County (Cortland, NY)

Project: Not-for-Profit Community Public Awareness Campaign

 

Overview:

The YWCA of Cortland County was planning to implement a capital fundraising campaign that would allow them to build a two-story, 12,464 square foot, multi-purpose room addition to its existing facilities. The campaign’s original goal was to raise $1.5 million for the project.

 

Challenge:

The firm hired by the YWCA to manage its capital campaign identified that the YWCA needed to improve its overall image and program awareness within the community to help position itself as a trusted community leader.  In the consultant’s opinion, the YWCA also needed to improve its overall membership before it could launch its campaign.  Once the need for a campaign was established, the YWCA decided that they wanted the campaign to have its own unique Brand Identity - separate from the national YWCA brand - that would emphasize its long-standing service to the community.

 

Successful Solution:

Keegan Associates created a PUBLIC AWARENESS CAMPAIGN that included a marketing mix of radio ads, newspaper print ads, posters and a campaign brochure. With a limited client budget and a small target market, local radio and newspaper were the logical and best choices to provide audience reach and message distribution. A separate Logo Brand with a Tagline provided both a unique logo identity and a “hometown community” value relationship. The newspaper print ad campaign consisted of a series of five black and white ads that highlighted the YWCA’s highest volume programs. The print ads were written as member “testimonials” thereby adding third party credibility to the message content.

 

Result:

The Campaign raised over $1.5 million in its silent phase alone, allowing the YWCA to expand the campaign goal to over $2 million to cover additional facility expansion.

 

Award:

The YWCA of Cortland County awareness campaign received an Honorable Mention Award in the Non-Profit Public Awareness Category of the 2008 International Mar-Com Awards competition.





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