Neighbors Helping Neighbors
Knox County Foundation, located in Mount Vernon, Ohio, is committed to serving its community by partnering with local nonprofits and offering scholarship and grant opportunities. However, the foundation found that, aside from awarding scholarships, few people truly understood what the organization was all about. The KCF team wanted to inform their audience that while scholarships are important, they provide a lot more than that to their community through the generous contributions of their neighbors and friends—and BIG was honored to help.
Discover
An effective brand campaign must be informed by research—so we began by interviewing employees, board members and community members. This exercise reveals the brand’s key attributes. By collaborating with others to meet the needs of their community, Knox County Foundation serves as an empowering partner. The foundation is a community champion as its team is deeply involved in its community and prioritizes its overall health. Made up of daring problem solvers, the KCF team is innovative. Finally, Knox County Foundation is authentic—every action is rooted in true care for those around them.
Develop
After reviewing our research, our team decided it’d be most powerful for the campaign to focus on the individuals, groups and organizations that create a better community through engagement with Knox County Foundation. We kept this realization in mind as we began brainstorming theme ideas.
Deliver
Our solution was a strong campaign theme, “All You,” which gives credit to their community for the impact they make through the foundation and communicates the foundation’s desire to help all kinds of people. Along with in-depth messaging, we delivered graphics of connected people, symbolizing the diverse participants and beneficiaries of the foundation’s work. The campaign was applied to Knox County Foundation’s website, press releases, print ads and billboards throughout the area. Finally, we provided the KCF team with a mini-brand guide and Canva assets to help them continue to share the important work they’re doing with the world.
After much research and consideration, we chose to partner with BIG because of their ability to analyze our current organization and market and their willingness to take a collaborative approach to developing a brand awareness campaign that would be both fresh and a natural extension of our core values and culture. In both cases, they delivered.
Jeffrey Scott, Executive Director