Payne, Ross builds the bond with Great Expectations
Payne, Ross collaborated with The Virginia Foundation for Community College Education to grow their Great Expectations foster youth program.
A campaign was developed to educate donors and interested public and thought leaders. The core of the campaign was demonstrating how invaluable the community college coach and student relationship were to attaining a degree and finding employment. The campaign included a case for support with original photography of coaches and participants, a web site launch, and a short film that brought the intangible human emotion to life on screen.
The theme for the campaign was "building the bond" and it survives today as a communication of the importance of a dependable adult in a foster youth's life when making important life decisions.
How does a national leader in foster care recruit more families in the community?
People Places is a national leader in foster care services. They've been working tirelessly in Central Virginia, matching foster youth with the right parents. Yet, they still needed help increasing public awareness and recruiting foster parents. Payne, Ross developed a campaign that told the family's stories through radio, TV commercials, print ads and a short film. These mediums showed that every individual could be a foster parent if they just had one thing to share: a loving home. A single mom, a family with their own biological children, and a young couple all highlighted the challenges and big rewards that go along with being a foster or adoptive parent. We raised awareness and created a fresh welcoming identity in the region. Today, foster youth are finding parents for life, and People Places is finding a community that is embracing its mission.
The customer is boss
Ever see an exciting piece of lumber? We do every day. Culpeper Wood’s cool new website is a celebration of the natural resource that they’ve spent a generation perfecting for their customers: wood. The Culpeper website raised the user experience and made easy access options for particular categories that independent lumber dealers need to reach in a hurry. The idea behind all we do for Culpeper is based on a simple strategy: the customer is the boss. It’s worked for a generation. We just made it a little easier.
What does your customer actually see when they shop?
We aimed to find out just that when we partnered with Clemson University’s Sonoco Institute to research consumer habits for our client, Klöckner Pentaplast. Using eyetracking technology, we tested various types of packaging in a store environment to see what shoppers preferred. Good news. We discovered that packages made with kp’s clear plastic film got noticed and sold up to 500% more than paperboard box packaging. Not bad. And another reason we created the theme for the kp campaign: "We see packaging differently".
Branding our home
This year we had the honor of branding and promoting a place we know and love: our home! Our campaign for the Charlottesville/Albemarle tourism region comprised the creation of a new logo (see the mountains in it? look again!) and short film pieces that highlighted everything we love about where we live – from arts to history. The pieces will populate the web and show us off to interested travelers seeking their particular reason to visit a place where “tradition is always new.”