Some clients come to our agency with a very specific task and parameters in mind, while others come with simply a vision. In the latter case, we have the privilege of delivering a vision to execution by pooling all the creative resources of our talented team.
The Know Outlets to Support Indy’s Homeless project, whose billboards and donation parking meters you may have seen spotted across Indianapolis over the winter, was one such project. In 2014, a local nonprofit called the Coalition for Homelessness Intervention and Prevention (CHIP) approached Bohlsen Group to create a comprehensive community awareness campaign to educate downtown Indianapolis residents, visitors and business owners about existing services to help the homeless and simplified giving. Charged by this vision, Bohlsen Group developed a comprehensive public relations and advertising campaign in the city.
Like any good nonprofit fundraising campaign, its success hinged on initial support from partner organizations, sponsors, and public figures. Seven weeks before the official launch, CHIP planned to unveil the new campaign to its stakeholders at its annual “Celebration” fundraising gala on September 18.
Working strategically make a big impact on decision-makers in the audience, Bohlsen Group supported CHIP through event coordination, speechwriting for the Executive Director’s keynote address, and providing staff to support with the event flow.
The speech and supporting visuals needed to convey the multi-faceted campaign in a clear manner with rationale that stakeholders could understand and embrace. More importantly, the gala needed to spur attendees to perform specific actions crucial for the build-up to the campaign:
- Sign up as sponsors and campaign partners
- Participate in video testimonials and a “selfie” station after the program to generate media collateral for the launch
- Opt into its new texting and email databases to receive updates and share the campaign when it launches.
The official program ended at 5:30 p.m., which presented the additional challenge that many attendees may be rushing home for dinner instead of staying to complete the key actions to help launch the campaign successfully.
Bohlsen Group wrote a speech that built anticipation, delivered a clear picture of the campaign using logical and emotional tactics, and outlined specific asks for stakeholders. We integrated scripting elements into the speech to enhance the visual elements, for instance introducing each partner organization onstage with a representative holding a sign with their logo that when turned over, said “Knows Outlets.”
Bohlsen Group also used a texting service during the unveiling to send audience members an exclusive sneak peek of the campaign logo on their phones as directed onstage.
Following the speech, over 40 stakeholders participated in the media stations that generated high-quality media collateral and validation for the campaign launch. Before its official launch, the Know Outlets campaign raised $10,000 in donations and recruited approximately 20 organizations as sponsors and early advocates as a result of the gala’s campaign sneak peek and speech. As a result of 85 stakeholders opting in to text and email updates, the campaign gained groundswell support upon launching thanks to social sharing by its early advocates over email and social media with the “selfie” pictures and testimonials created at the event.
In April 2015, Bohlsen Group brought home a Pinnacle award in the Project Writing category from the Public Relations Society of America Hoosier Chapter for its speechwriting and event scripting for the CHIP gala and Know Outlets unveiling
What could we do with your vision?