Case Study United Way of Central Ohio
Pivoting in the pandemic. Quickly meeting the needs of our community in a crisis.
A few months into our partnership, the global pandemic required a shift in marketing and communications’ strategy which would focus on building trust in the community, engaging donors to support efforts tied to recovery efforts led by the organization, and clearly communicating the impact United Way of Central Ohio has in the community.
United Way of Central Ohio is a lifeline for many nonprofits, and the organization was committed to providing support for basic needs and student success as it had in previous years, despite the pandemic. To help generate funds quickly and efficiently, the brand turned to Adept to promote its Covid-19 Community Response Fund and a campaign called Rally for Recovery, designed to ignite all levels of charitable giving among many key initiatives. The strategy would only be successful if we could also help elevate the brand’s purpose and fortify the consumer journey with trust which required thought leadership, on-going positive media coverage, and social media content in a way that didn’t silo the work. The campaigns and ongoing messaging worked in sync to elevate trust of the brand locally, and motivated donors and volunteers to give.