YEAR
2022
DESCRIPTION
The 2022 Day of Giving campaign is one of the most successful single-day giving campaigns Gordon has had to date.
MY ROLE
+ branding package
+ campaign video ideation
+ campaign website design
+ photography
+ social media strategy
PROGRAMS
With the main goal to engage alumni, community members, and stakeholders, the key piece of the campaign is a video that sparks nostalgia and reminiscence of the Gordon College student experience. With a Chester's (the iconic coffee spot on campus) booth as the backdrop, the video takes viewers through some of the college's most well-loved events, seasons, and experiences from Homecoming to late-night study sessions, post-concert wind-down to athletics team-building.
MY ROLE: IDEA PITCH
For the 2022 campaign, our team wanted to take a more innovative and fun take on the annual giving campaign while maintaining its collegiate vibe. Wanting to lean into the fun and wit, we decided to go with the acronym DoG and lean into our location by creating a branding package that includes a Boston Terrier as the main symbol. Gordon has always been a dog-friendly campus with special invitations for alumni to come with their dogs to events like Homecoming and Christmas at Gordon. We wanted to capture this friendly, community-focused spirit in the logo. To maintain the collegiate quality, we used a pendant as an effective package for the logo lock-up.
PROGRAMS USED: ILLUSTRATOR, PHOTOSHOP
Maintaining the thematic direction of the campaign video, the photography is a reflection of the student experience at Gordon College. Using the same booth table as the video, we created lay flats that are representative of a typical day in the life of students at Gordon including study materials, backpacks, snacks, card games, and, the important college essential, coffee.
The webpage is another key component of the whole campaign. Functionally, it houses the progress thermometer, campaign video, and key metrics throughout the day. We wanted to ensure that it is not only easy to use, but also visually appealing. With the DoG branding sprinkled throughout, this webpage acts as a portal for donors to learn more about the campaign and ensures a user-friendly experience when giving.
PROGRAMS USED:
XD, PHOTOSHOP, ClASSY
Other than emails, social media is the key avenue of communication and reach. Since this was the main medium in which fundraisers will reach out to potential donors, posts, and stories are included to ensure that the campaign receives maximum reach and engagement. Through thoughtful strategy, day-of monitoring, and active engagement, we were able to achieve close to 100k impressions and a 3.70% engagement rate.
PROGRAMS USED: PHOTOSHOP, ILLUSTRATOR
SHARED ACROSS INSTAGRAM, FACEBOOK, AND LINKEDIN
I really enjoyed how this campaign's visual assets came together. From the video ideation to social media package, our team created a cohesive and effective giving campaign that yielded incredible results for the college. I am grateful that my team trusted me to guide most of the visual direction for this campaign. Having a video idea chosen and brought to life is definitely a career highlight!