University of Washington — Haring Center
|The Challenge||The challenge is that Haring Center had very fragmented marketing and branding between their 3 core units: the kindergarten program (EEU), professional development (PDU), and research (ARU). Additionally, the budgets were severely limited.|
|Findings||Upon research, I found that Haring Center has a strong community of support, who are very passionate about the cause. However, the center has been self-run for a long time without proper marketing and design guidance. Plus, there was a huge threat of their losing the #1 spot in inclusion education to competitors.|
Starting from a clean slate, the center needed something to anchor their brand together. And it needed to comply with UW branding guidelines. So I started out with their main campaign info piece, a simple 4 x 4 saddle stitch booklet with new photography direction.
The first success was that after the piece was launched, the center beat their donations estimate by 10% in the first few months, which was a great sign of what was to come.
|Re-aligned the Brand||To fix the branding fragmentation, I began with EEU's advancement and PDU’s collaterals design: flyer, PowerPoint template, emails, invitations, info sheets, and more. We created a centralized assets file vault and shared it among the team.|
|Collecting Data||I performed SWOT analysis and personas with the leadership team to create the goal-oriented plan for the upcoming year. All the decisions from this point on were based on analytic results, in order to avoid potential bias.|
|Annual Auction||Every year, the Haring Center hosts a themed fund-raising auction to pay for their operations and child services. This year was the golden anniversary to celebrate 50 years of Haring Center’s impact.|
|Look & Feel||The design for the event was based on the black and gold theme of 1920s era. We had a volunteer photographer who came and took photos of kids in costume, which we incorporated throughout the marketing pieces. On a side note, it was the cutest photoshoot I've ever participated in!|
|The pieces||All of the auction communication pieces were astonishing — including sponsors' forms, email communications, social media postings, decorations, signs, invitations, 300page catalog, sponsors' ads, and videos.|
|The Results||The auction raised more than $700,000. The seats were sold out only 2 days after the invitations arrived in the mail. The email click-through rate averaged at 40%. And our partner at BidPal used my design as their showcase in their webinar for best practices.|