Be a Shareholder Campaign
Client: Hillel Yeshiva
Background: Hillel Yeshiva is a nonprofit Hebrew school system providing outstanding Judaic and general studies to children from Pre-nursery through the 12th grade. The “Be A Shareholder” campaign is an annual fundraiser designed to solicit new sponsorship and advertising for Hillel’s “Journal”.
What was the challenge that Hillel Yeshiva presented you with?
The “Be A Shareholder” campaign works in conjunction with Hillel Yeshiva’s second largest fundraiser, the Journal. At approximately 230 pages long and full of information about both the school and the sponsors, it is a source of revenue for the school. Paul Kiesche Design was called upon to implement a three part campaign which would be used to solicit new sponsorship and advertising.
How did you go about meeting that challenge?
The campaign was broken into three phases. Both the first and second phases were created to generate interest among the parents and the friends of the school, with the final phase being targeted towards corporations and private donors.
The first phase was a direct mail invitation to the parents and friends of the school, inviting them to attend a breakfast held at the school. The invitation was a one color, 6” x 4.25” piece with an original designed envelope. After the invitation, a one color 4” x 6” reminder postcard was designed and sent.
The final phase consisted of a custom cut 8 page booklet with a return envelope insert. The book was four color, measuring 7” x 10” and had a custom die cut, Velcro seal, and a one color envelope. Each element of the campaign was completely custom with original design; the elements were also designed to retain brand consistency across the promotion.
What inspired you on the design of this project?
Hillel focused the campaign on the theme “Be A Shareholder”. We designed the campaign using inspiration from existing stock certificates. Elements from the stocks were combined with colorful photos and design elements; this helped to keep the booklet fun and education-centric.
How was the project received? What were the results?
All phases of the three stage campaign launched according to plan. The invitation and reminder card helped to solicit an increased number of attendees for the fundraiser breakfast; the booklet itself was distributed and was well received by participants.
This campaign was awarded the Certificate of Excellence from the Art Directors Club of NJ and the American Graphic Design Award from Graphic Design USA.
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