Fox Valley Pregnancy Center

Annual Banquet Campaign

Client Overview

Fox Valley Pregnancy Center is a small, local women's healthcare organization that provides pregnancy-related services to low-income pregnant young women. Local Catholic churches founded this non-profit organization but today the center treats young women of all religious backgrounds in a non-threatening, non-evangelistic approach. Free ultrasounds, diapers, clothes, toys, and food vouchers help families in need prepare for and survive a pregnancy.

 

Problem and Goal
Lower youth engagement and increased competition from other pregnancy centers drove Fox Valley Pregnancy Center to hire a new Executive Director. If Fox Valley was going to be a preferred pregnancy resource, they needed to rebrand themselves as a relevant, modern, and forward-thinking organization. In order to do a full-scale branding and PR campaign, new funds needed to be raised for these out-of-budget expenses. With an upcoming annual banquet, Fox Valley saw this as the perfect opportunity to announce this new direction with a  design overhaul and temporary branding facelift. (Below: the first picture shows before, hover over the picture to see after)

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Solution
To infuse the organization with some quick funds, Envision3 proposed to do a large scale appeal mailing to the entire historical donor base. Each donor would receive a personalized donation card, reply envelope and four-page newsletter sent via letter-sized, window envelope. The new design would be elegant and light with photographs and stories of real client families. This elevated the existing brand and set a new quality standard for future campaigns. As compared to the prior year, donations increased by 35% during the second quarter. The excess funds were spent on a brainstorming session that resulted in a creative brief and annual banquet theme.
 
The banquet was to be a night of fine dining, inspiration, and celebration, which is reflected in the warm, elegant night photo of the venue and photoshopped fireworks. A dark blue (PMS300c) was used to complement the evening sky and water. As opposed to previous years, all the marketing pieces (posters, program, save the date, invitation, donation card) kept a consistent design. 
 
My Contributions

• Prospected and contacted client about branding services

• Led 2-hour discovery and brainstorming session

• Contributed to the creative brief

• Generated print and mailing services quotes for appeal campaign and banquet materials

• Provided creative direction for artwork and copywriting

• Acted as the main point of contact for the client and communicated feedback to Envision3 designers, art director, and creative director

• Helped develop the new name ideas for Fox Valley in preparation for the rebrand

• Oversaw print production and mail house services to ensure timely in-home delivery to donors

• Sent digital and color proofs to the client

• Visited client facilities on numerous occasions to learn more about clients and programs/services

• Attended the banquet to represent Envision3