SERVICES
Print Design
Email Design
Social Media Marketing
Out-of-Home Advertising
Presentation Template
Photo Retouching
OVERVIEW
The Women’s Foundation of Kansas City hosts an annual fundraising event, uniting women and men to raise funds and awareness to advance all women’s economic and civic leadership. The event has inspired generations of women and men to work towards a more gender equitable world.
Proceeds from the annual event sustain the work of the Women’s Foundation to promote equity and opportunity for women of all ages, using research, philanthropy and policy solutions to make meaningful change.
With an established visual brand and event theme, the Women’s Foundation wanted a crisp, clean advertising campaign across print and digital platforms that would attract attention and result in ticket sales, without incurring exorbitant costs from a full-service ad agency.
In addition to the advertising, they also needed visual assets for the day of the event- everything from the presentation behind the keynote speaker, to large banners, wayfinding signs, table tents, a specially-designed fundraising wall, event programs, happy hour invitations, and more.
The bids they received from the ad agencies gave them pause, did they really need to spend full-service agency prices on a project like this? No.
Partnering with Jess Solomon of Experience Events Group, we were able to demonstrate how an on-the-ball Event Coordinator and a highly skilled Graphic Designer could deliver a beautiful and effective advertising campaign across multiple media channels in print and digital spaces, at a fraction of the cost of the full-service agency.
THE GOAL
Provide a quality branded advertising campaign, spanning print and digital platforms, to spread awareness, boost ticket sales, and attract an audience to the event, for a quarter of the cost of a full-service advertising agency.
APPROACH
The design of the Changemakers campaign is based in the Women’s Foundation branding, using their colors and fonts. Cindy McCain, American diplomat, business woman and humanitarian, was the honored speaker at the event. We established two main visual components to this campaign: Cindy McCain’s portrait, and the vintage photos of female suffragettes, both stylized in the brand colors to help campaign cohesion.
2019 was a milestone year – it marked the 100th anniversary of the passing of the 19th Amendment by Congress, which gave women the right to vote in America.
We used imagery of female suffragettes to remember and honor the women who began using their power to make positive change through civic engagement and public service.
ADVERTISING
As the keynote speaker and well-known name, we featured Cindy McCain’s portrait in our advertising.
Her name and recognition in the political spheres (in addition to her previously listed accomplishments, she is also the widow of former Senator and 2008 Presidential Nominee, John McCain) had the potential to bring in a much larger audience than the simple curiosity that the suffragette photos might inspire, which made it the most power of the visual components in our campaign’s arsenal to attract audiences.
on-site
We used the vintage suffragette graphics primarily in the on-site signage and materials, where the audience could take more time to learn of the milestone year, consider this history, and appreciate the meaning of the theme.
Seeing these vintage images made the event feel even larger than it was, uniting women across time and space in a common purpose.
RESULTS
Partnering with Jess Solomon of Experience Events Group, who found great deals for prime placements in local advertising venues, we launched an advertising campaign across print, radio, television, out-of-home, email, web, and social media platforms.
The designs I created achieved a great amount of impressions with our paid and organic advertising placements, and a successful open rate for our email marketing efforts.
print ads
44,523 IMPRESSIONS
KC Magazine, The Independent, KC Star
RADIO
37,674 Impressions
KCUR 89.3
OUT-OF-HOME
45,049 IMPRESSIONS
Billboard at I-35 & Broadway Blvd
TELEVISION
REACH UNKNOWN
WDAF, KCTV, & Fox 4
dedicated email
delivered to 99,550
23.79% open rate
shared email
delivered to 100,319
26.89% open rate
SOCIAL MEDIA ORGANIC ADS
39,000 IMPRESSIONS
10 posts on Twitter, 12 posts on Facebook
CONCLUSION
The advertising campaign delivered results; ticket sales were strong, attendance was excellent, and raised money to sustain the work of the Women’s Foundation.
With more than 1,275 people in attendance, this event nearly maxed out the facility’s capacity.
The Women’s Foundation saved tens of thousands of dollars by using my services over the agencies they used in the past, and got the results they wanted: high attendance, fundraising and a well-represented brand.
SEE FULL PROJECT IN PORTFOLIO
Ready to get great results on your next campaign without the full-service agency price tag?
Set up a consultation call and let’s get started making great things together!
Graphic Design & Advertising 