We are a full service strategic marketing agency focused on helping businesses and nonprofits find their voice in a crowded marketplace.
Lakeview Academy, a co-educational, independent, college-preparatory day school needed a creative approach to brand and launch its upcoming capital campaign. The campaign strategy needed to incorporate unique and consistent visual elements and a strong case for support that could be coupled with very personalized donor engagement efforts.
Through a comprehensive campaign marketing strategy, we developed a theme, identity and suite of communication materials to tell Lakeview’s story and outline a strong case for support. Capitalizing on Lakeview’s rich history and core principles of academic excellence, technology, individualized learning and community, we created key messages and educational pieces to promote the capital campaign from the foundational stage through the launch and execution of the “public phase.”
All in the Details
As we identified key campaign messages, relationships between campaign communications and other communications emerged. It became clear that a compelling case for support would weave together the Lakeview story, the fundraising strategy and the campaign outcome. Thus, Lakeview Forward was selected as the campaign theme to convey the importance of taking bold steps to position Lakeview as an educational institution offering the best possible learning environment for students.
The campaign theme and message translated to simple, yet effective, custom-designed pieces and e-mail newsletters, which were used to secure more than two-thirds of the campaign goal during the foundational stage. Upon completion of the foundational stage, we then revamped an existing communication tool to help launch the public phase. By integrating the Lakeview Forward campaign messaging throughout the school’s annual report, we connected the fundraising need with the school’s mission and vision.
As Lakeview executed the campaign, we continued to integrate school-wide messaging with campaign-specific messages through events, press releases, external advertising campaigns and internal e-blasts and educational pieces. Aligning the school’s marketing efforts with the campaign strategy ensured a comprehensive and consistent message: the school must continue to enhance opportunities for academic excellence, programmatic expansion and flexibility and individualized learning to continue to move Lakeview forward.