uwcv
Skip to content
211 logo

211 & Community Resource Center
Branding Campaign Proposal

https://lottiefiles.com/95399-light-bulb-moment
  • Purpose

Relaunch United
Way’s 211

Share 211 as a service available to the community

  • Services available
  • Local
  • Confidential

Increase Awareness & Understanding

Saturate channels to ensure understanding

  • Simple language
  • Active language
  • Consistent Messaging

United Way &
211 Connection

Opportunity to reinforce 211 as a United Way strategy

  • Intentional use of UW in messaging & assets
  • 211 & UW messaging overlap
  • Market Analysis

In 2022 we partnered with Columbus State for a brand survey. We included a few questions about 211.

The survey results showed:

  • Most were not familiar with 211.
  • Younger participants felt they were familiar.
  • Most people heard about 211 through their employer.
  • data chart
  • data chart
  • data chart
    • Marketing Objectives

    Share about 211, increase awareness in the community, and boost connection with United Way

    Measuring success through:

    Increased Web Traffic

    Call to action:
    visit 211uwcv.org

    • Demonstrates increase visibility, interest, and need

    Increased Call Traffic

    Call to action:
    dial 211 or 706-405-4775

    • Demonstrates increase visibility, interest, and need
    • Proposed Strategy

    Audiences

    • Women
    • Men
    • Young People
    • Parents
    • Spanish Speaking
    • Corporate Partners
    • Community/Agency Partners

    Messaging

    For specific and general audiences

    • Messaging will overlap
    • Messaging will remain consistent but cater to audience

    Assets

    Create video & graphic assets

    • VillageFilm – variety of video assets
    • MarComm Team – variety graphic assets

    Channels

    • TV Ads
    • Radio Ads
    • Billboards (Rural)
    • Video Ads
    • Social Media Ads
    • PPC (Digital Ads)
    • On-Hold Marketing
    • Website Articles (SEO)
    • Press Releases
    • Media Appearances
    • Google Ad Grants
    • Email
    • Podcast

    Measure

    Measure results based on web traffic and call traffic

    • What does success look like for 211: increase by numbers by ?
    • Who will collect and measure web/call traffic?
    • Baseline data?
    check mark icon
    • Budget

    20K: Sum of advertising budget
    10K: Sum of marketing materials, video assets
    10K: Sum of printing budget

    • Thank You
    let's get started animated text and animated characters jumping to high five

    Next Steps

    • Meeting with Village Films
    • Develop assets
    • Develop tagline:
      United Way’s 211: Ready to listen, Prepared to help, Here for you
      Shortened to United Way’s 211, Here for You
    • Define messaging for audiences

    Connect with Us

    1005 Front Avenue Columbus, GA 31901
    PO Box 1157 Columbus, GA 31902
    706-327-3255 (Phone) 678-619-0387 (Fax)
    EWELLS@UNITEDCV.ORG (EMAIL)
    Made with ♥ in the Chattahoochee Valley