Overview of Campaign

With there being more non-profits than ever thanks to social media allowing anyone to have a voice and message that can be heard by their local communities, it can be harder to grab the attention of key players to make one org successful. With the online space being flooded with an excess of organizations vying for volunteers, donors, and the attention span of the common person. Offering offline options in the form of front page newspaper stories and advertisements can be an enticing option that breaks from what everyone else is doing and get an orgs story in the hands of residents across Lancaster County .

In an ongoing effort to increase our coverage of and the participation of non-profits in Lancaster County, we are creating a campaign specifically targeting the workers and decision makers of non-profits to share their organizations successes and upcoming events to be featured in our publications so they are able to raise awareness for their organizations missions, along with helping our readers learn about important news happening in their communities.

Front of Card

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Channels Used

With the campaign being targeted towards members of non-profit organizations, we are going to be raising initial awareness by sending out post cards to non-profits around Lancaster County. Direct mail was chosen as the initial contact piece due to it having a longer lasting impression than other pieces of media due to it being a physical standalone item that is harder to get lost in the sea of other media sources such as emails, along with it being more targeted than an ad in a newspaper.

The following piece of content that is being designed for distribution is an email newsletter sent strictly to representatives at non-profits. This is sharing the same general appearance and color scheme as the direct mail component to better make a connection to that initial piece and will serve as a reminder on what we can do for their organization.

Goals of Campaign

Email (Not Final)

  • Grab the attention of Non-profits, ones we’ve worked with in the past and new ones, with the prospect of getting their message out in front of the 160,000+ households in Lancaster County.

  • Receive content from non-profits in the form of successes and event briefs which would be content we would put in our publications and site townlively.com

  • Educate organizations on the different physical and digital services we offer.

  • Help continue to spread the good news happening in Lancaster County to our readers and help organizations build a network of supporters, volunteers, and donors.