As the graphic designer for our team of three, we pitched the campaign chosen from our 9-week Creative Concepts course with The Ad Club Boston.
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The Situation: The organization operates as a 501c charitable organization and receives a little over 50% of its funding from the Government (City, State & Federal). The remaining revenue comes from individual, foundation and corporate gifts as well as rent and investments. Pine Street Inn was founded in 1969 to provide refuge and support to Boston’s homeless men and women and has grown from one shelter into an organization that provides permanent housing, emergency shelter, street outreach and job training to more than 9,000 individuals annually. In the past few years, the organization has focused on shifting the mix of services from shelter into permanent housing in an effort to live up to its mission of ending homelessness. Today, there are more men and women in Pine Street’s housing than in its shelters each night – but the demand for services continues to grow.
The Assignment: Create an integrated campaign that helps drive a lift in donations in the Fall/Winter 2016 and aligns to the theme for the year.
The Target: The primary audience for this initiative is potential donors. In the greater Boston area, many of the individuals who are actively involved in philanthropy work within the financial services, legal and real estate industries. This time of year is difficult for non-profits to breakthrough as many other organizations are also in market. Pine Street has an “aging” donor base, and is actively seeking younger donors who can “grow” into the organization, increasing their giving as they move ahead in their careers. The secondary audiences are corporations and volunteers. The former have the opportunity to provide financial and/or group service. The latter have a number of opportunities to donate time or advocate on behalf of the organization.
The Insight: The general public in greater Boston and the state may not understand the extent of the homeless issue in Massachusetts but believe in helping people.
The Idea: Make hope a reality
The Brand & Tone: Straightforward and hopeful. The look and feel is consistent across all channels and highlights past success stories in a compelling and meaningful way.
Key Performance Indicators: Increased donations (monetary and necessary in-kind goods & services). Increased attendance/contributions at fundraiser and other events. Website visits and page views – #benchmarks?
Requirements: Must leverage digital and social channels.
Pine Street Inn leveraged our design concept for their Instagram campaign:
Portfolio projects:
Whole Foods Annual Report
Journal for Undergraduate Ethnography
Promotional Poster Campaign
