The United Way of Washtenaw County
mission video case study
United Way of Washtenaw County’s communication stakeholders appreciated the United Way Global's 2018 focus on client empowerment but still wanted to ensure that donors understand the unique needs of the county. United Way of Washtenaw County asked BrandHrt Strategic Marketing Communications to produce their Mission Video for the 2018 Campaign Kickoff.
Starting with Strategy, BrandHrt SMC produced a mission video that captured the United Way of Washtenaw County stakeholders’ concerns while still honoring the spirit of United Way Global's objectives. We achieved this symbiosis by identifying and building upon a driving concern among donors, ‘How much impact do my dollars really make?” This key insight informed the communications model that was used to derive the video’s compelling theme and narrative: “One moment of support can spark a lifetime achievement.”
BrandHrt SMC produced a body of work around this one theme that includes the primary campaign kick-off video, a collection of video stories, articles, and a landing page experience. These creative assets were used during the official Kick-Off Ceremony, in social media postings, and in the newsletter. In addition, these assets are now part of the United Way of Washtenaw County's marketing toolkit as evergreen content for future fundraising initiatives.
As a retained partner for the United Way of Washtenaw County, we have advised the structure and supported the management of content marketing in social spaces (Facebook, LinkedIn, Instagram, and Twitter). We also provide photography, videography, and graphic design in support of marketing content creation. This year, we are proud to add analytics planning and measurement, paid media strategy, and performance monitoring.