Keep Indianapolis Beautiful
Strategic Planning • Grassroots • Creative Development • Campaign Development • Video/Photography
Overview
Keep Indianapolis Beautiful, Inc. came to Bohlsen Group with a need to not only retain volunteers but also recruit more volunteers to their organization. Specifically, the organization was looking to have more hands to help with their yearly tree planting initiative.
CAMPAIGN BACKGROUND
Bohlsen Group worked with Keep Indianapolis Beautiful, Inc.’s staff and volunteers, through qualitative and quantitative research, to learn more about what was currently encouraging people to donate their time and how they saw the future of their volunteer program. Bohlsen Group then took the group’s feedback and developed audience profiles of potential volunteers, outlining which of Keep Indianapolis Beautiful, Inc.’s value propositions resonated with each group, their preferred method of communication and messaging tone.
Based on the knowledge that the organization’s mission and work are done mostly through volunteers, we decided to come up with a concept about what would happen if they didn’t have volunteers, coined #BeautifulNeedsYou. This concept uncovered what a day would look like if mannequins replaced volunteers, tapping into the actual work that volunteers accomplish but also the human connections that are built, proving mannequins make bad volunteers.
As part of this campaign, we developed creative elements including a video, organic social, email graphics and t-shirts. The video was also used in earned media initiatives and shown on various news stations. To garner additional interest, we facilitated mannequin donations and used them at various high traffic partner locations around the city.
An additional recommendation that came from the research was the development of a loyalty program for volunteers. This utilized iron-on patches that could be earned based on a person's volunteerism.
