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United Way

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United Way

Our legacy with the United Way goes back as far as the late 90s, beginning with an annual report for their Middlesex County chapter here in Connecticut. Our agency has continued to collaborate with them over the years to create some wonderfully compelling work, expressing the power of their national brand in unique ways and also tailoring new concepts and strategic development for Connecticut — all speaking directly to the local needs on the ground here in our state. The results have been wildly fulfilling, not to mention successful.

This drive of ours to push the organization further with meaningful strategy, and addressing specific local issues and goals, falls very much in step with what the organization is all about. United Way improves lives by mobilizing the caring power of communities around the world to advance the common good. Ink&Pixel takes this mission to heart, and when they came to us for a new marketing plan and key messages and to begin the latest brand refresh, we knew we had to make this campaign as personal as possible at every touch point.

Change. Action. Making a difference in your community… This all must begin with the individual. In an ever-changing landscape of nonprofits all vying for equal attention, we found the biggest gap for the United Way was with engaging the younger generations, and having loyal supporters become legacy givers. So the forthcoming campaign had to focus on awareness and education to be successful. We set out to activate the Connecticut youth as the next generation fighting for and supporting this cause — while not alienating other generations.

  • The centerpiece of our multi-phase marketing plan was a comprehensive brand refresh for the Middlesex United Way. We began with a thorough audit of the organization's marketing activities, and continued with research that included a perception survey and competitive review. When strategy is developed correctly and thoughtfully, the results are a triple-threat in any industry: a brand that's smart, hard-working, and good looking.
  • We kicked off the campaign by letting United way constituents and stakeholders become a part of the core message right from the start: by calling on them to vote on their favorite of the two slogans "Cause Greatness!" and "United Starts with YOU!". Drumroll, please...
  • ...It was a close call, but they went with the latter, and from there we produced video, motion graphics, branded apparel, environmental displays, multimedia presentations, and more. We consulted with them to organize branded events and social media, all creating awareness of and stimulating involvement with the organization — with success across all audiences, young and old.
  • We created a brand system to break down their four impact areas of housing, education, income, and health.
  • One of the things we love the most about the Middlesex United Way is just how dedicated their board and entire staff are. Their involvement in their surrounding communities is not only admirable on a professional level, but on a personal one as well. We knew that if more people heard this, from their point of view, they'd be just as inspired as we were at each introduction. The outreach portion of our campaign included selecting four young leaders to become brand champions. Their individual statements showcased their personal drive to do more and lead by example — so that others can give back and get involved in something greater than themselves. A win-win for thinking globally and acting locally.
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