Webinar Revisited: Campaigns as an experience of your brand
This blog post was originally published on November 14, 2013.
A campaign can help you reach a particular audience to take a specific action—and your brand can help! Your brand strategy (especially positioning and personality) gives you the big idea and attributes to guide how you plan, create, and evaluate your campaign. Some nonprofits use campaigns to introduce their brand while others use it to shift or expand the perception of their organization.
I gave a webinar highlighting how this works through three different case studies from past and current clients. Grab your coffee and tune into these examples presented by Sheila Katz, Ask Big Questions; Andrea Roy, Fountain House; and Danielle Burgess, Fight Colorectal Cancer. In the video of the webinar you can see how each of them used their brand positioning and personality to develop a year-end fundraising campaign, an advocacy campaign, and an entire initiative.