Branding

DRIVE. GIVE. SERVE.

BACKGROUND:

Many of the issues affecting our community don’t stop at the county line. If there is a need in Waukesha County, there is most likely a need in others. This holds true when it comes to the issue of solving the senior transportation problem in Southeastern Wisconsin. Drive. Give. Serve. is a collaborative effort of four agencies, Interfaith Older Adult Programs of Milwaukee County, Interfaith Caregivers of Ozaukee County, Interfaith Caregivers of Washington County, and ERAs Senior Network of Waukesha County. The program encourages everyone to volunteer when it is convenient for them and in the community of their choice.

Project Scope

Multiple Interfaith agencies contacted Mangold Creative at the start of the process to help develop a plan and strategy to best launch this new initiative. A name, look, and logo were created and agreed upon by all the collaborating agencies. After funds were secured to get the program up and running, we identified the best tactics to reach their specific audiences, bring awareness to the senior transportation problem in Southeast Wisconsin, and encourage people to volunteer to help. The look was then translated across all initiative tactics including marketing collateral, website, public relations, and toolkits unique to each audience. Specific messages were developed to focus on each county’s needs and translated across parts of the marketing collateral when appropriate, while other tactics were encompassing of the original goal of the initiative – to recruit driver volunteers. The hope for the program is to take it state-wide and have all materials ready for other agencies to use for their own recruitment efforts.

County Specific Messaging & Collateral

Although all the collaborating agencies had one common goal in mind – solve the senior transportation problem in Southeastern Wisconsin – they each faced their own issues when it came to this common problem. We crafted personalized messaging that spoke to each county’s struggles and unique circumstances when it came to providing seniors in their counties with necessary rides to places such as the doctor or grocery store. Those messages were incorporated into individual county flyers, landing pages on the website, and talking points.

Website Development

With Drive. Give. Serve. being a collaborative initiative, there needed to be a common platform where those interested in helping could find more information. A designated website for the program was created. The site features the “look and feel” of the initiative, specific messaging on the different ways to help, and background information on each of the four counties.

Design

The site features tablet and mobile responsive designs, along with a content management system that can be easily updated.

Messaging

It was important for the website to incorporate compelling messaging about the program and its goal to solve a common problem in the community but also to include information on how each of the four counties has its own unique set of challenges and opportunities.

Volunteer Now Form

The site allows users to start the process of becoming a volunteer by filling out an easy-to-use electronic form. The form allows the user to enter their contact information, select what counties they prefer to volunteer in, and how they heard about the campaign. The forms are then emailed to the selected county contact for follow-up.

Design

The site features tablet and mobile responsive designs, along with a content management system that can be easily updated.

Messaging

It was important for the website to incorporate compelling messaging about the program and its goal to solve a common problem in the community but also to include information on how each of the four counties has its own unique set of challenges and opportunities.

Volunteer Now Form

The site allows users to start the process of becoming a volunteer by filling out an easy-to-use electronic form. The form allows the user to enter their contact information, select what counties they prefer to volunteer in, and how they heard about the campaign. The forms are then emailed to the selected county contact for follow-up.

Paid Advertising

To help each of the target audiences, we worked on a media buy that included multiple tactics to reach a large amount of people in the Drive. Give. Serve. target audiences. The paid media strategy included outdoor billboards throughout the four counties, digital web banner ads directing viewers to the website, and three different radio spots airing on various broadcast stations in the area.

Corporate Outreach

For many employees, finding an employer who values volunteerism is very important. To help encourage employee volunteerism, we created the necessary tools for each county to use when speaking with various employees. A corporate flyer was created for each county, providing an overview of the initiative and tools an employer could use in their company to encourage their employees to volunteer. These tools included table tents for display throughout the company, website graphics, prewritten emails, newsletter articles, and talking points.

“We’ve been delighted with the team’s creativity, professionalism, and enthusiasm for our partnership. We’ve recommended them to several other businesses who are having equally great results.”

– Kathy G., Interfaith Senior Programs, Inc. Waukesha County