Role
My job was to came up with the campaign direction, concept, and brand visual redesign.Creative Brief
Our team crafted a comprehensive multi-channel campaign designed to engage and inspire new individual patrons for the Marathon Kids Program. This initiative falls under the umbrella of the Marathon Kids/Austin Runners Club, which is dedicated to encouraging physical activity among children.Client Overview
👉🏻 Marathon Kids ignites a passion for movement in children by providing a structured physical activity program.
👉🏻 Historically, the Marathon Kids Program has not experienced substantial backing from individual contributors.
👉🏻 The imperative for this campaign is to portray the program as an integral facet of the cohesive entity that is the Marathon Kids / Austin Runners Club.
Team
Cecilia Lu, Josephine Shao, Marley Monetta and Zoe Wang.Tools
Canva, Google Slides and Illustrator.Scope
Story Telling, Communication Strategies, Campaigns, and Branding.
Duration
Oct. 2023 - Nov. 2023 (2 months)Target Audience
👉🏻 Demographics Profile: Our campaign resonates with individuals aged 25 to 65 residing in Austin, Texas—primarily parents who value health and community.
👉🏻 Interests: This audience is passionate about running and family-oriented activities, deeply involved in community life, advocates of a healthy lifestyle, and actively engages with social media channels such as Instagram, Facebook, TikTok, and YouTube.
👉🏻 Motivations: They are dedicated to promoting children's well-being, empowering local communities, maintaining personal fitness, and exemplifying positive behavior for the next generation.
👉🏻 Donor Behavior: Our typical donor is someone who not only contributes regularly and volunteers actively but also amplifies our message through social media and seeks to attract corporate sponsorships.
👉🏻 Communication Preferences: They have a preference for receiving email updates, participating in donor-centric events, engaging with online campaigns, and they place high value on narratives that demonstrate the tangible effects of our programs.
💫 Key Takeaway: Make it easy for busy but caring folks to appreciate Marathon Kids’ meaningful influence through inspiring stories from others like them.
Marathon Kids —
Helping young runners one mile at a time
"If I didn't have Shalane I wouldn't be who I am and I never would have made the Olympic team." — Kara Goucher
Campaign Direction & Concept
This season, we're setting an ambitious target: to boost our family of individual and recurring benefactors by 50%. Our approach? We're inviting each of our cherished existing donors to involve their 'Best Friend Forever' in the act of giving.
We're celebrating every pair of friends who join us on this journey with an exclusive token — a pair of commemorative best friend bracelets, symbolizing the unbreakable bond of support that runs through the Marathon Kids community.
The Power of Participation
👉🏻 Achievable Call to Action: By keeping the call to action achievable, we ensure that everyone can participate.
👉🏻 Personal Touch: We're tapping into the power of personal advocacy by encouraging our supporters to share the values and vision of Marathon Kids with their friends. It's a strategy that not only spreads the word but also strengthens the bonds within our community.
👉🏻 Cultivating Companionship: Aligning with one of our key themes, we underscore the enduring friendships forged through Marathon Kids, celebrating the camaraderie that’s as enduring as the miles run.
Visual Narratives
Our visual direction features genuine smiles from real students, capturing the essence of relatability. Images of coaches offering encouragement will underscore the collective support that defines our program.
Aesthetic Approach
Our designs will be infused with the vibrant hues of athletic jerseys, invoking the energy and zest that comes with leading an active lifestyle. Clean design accents will cast a spotlight on the spirit of community, illustrating that our journey towards fitness is a shared experience, not a solitary endeavor.
Core Objective
Our primary ambition is for every piece of content from Marathon Kids to radiate an aura of inclusivity and opportunity, instantly signaling to parents and children alike that this is a nurturing space where positive growth is not just possible, but expected.
🚩 Main Goal: When people see Marathon Kids content, they instinctively feel it’s a welcoming place for their kids full of positive possibilities.
The Power of Companionship
Research indicates that athletes can extend their endurance by up to 20% when accompanied by a fellow runner. This is attributed to the social dynamics that push an individual's limits and enhance their resilience.
Friendship Pledge:
In this heartfelt segment, children articulate their gratitude for the friends who stand by them, championing the invaluable support that bolsters their journey.
Engagement on Social Media: Instagram & Facebook
👉🏻 Strategic Goal: Our intent is to establish a content ecosystem that seamlessly integrates design and messaging with strategic timing, fostering a genuine emotional bond with our audience.
👉🏻 Action Plan: We will share a potent mix of images or reels once a month, each carefully curated to resonate deeply with our community.
👉🏻 Content Vision: Our narrative will unfold through powerful stories of camaraderie and shared experiences, whether from our energized current members or esteemed alumni. These vignettes aim to stir the hearts of our followers, sparking a connection that echoes the spirit of Marathon Kids.
*Include donation links in both posts and stories.
TikTok - Meet Young Runners!
👉🏻 Concept: Conduct interviews with children who have triumphantly completed a marathon, showcasing their achievements and experiences.
👉🏻 Caption Suggestion: "Feeling inspired? Join the #RunWithFriends movement! 🌟 Celebrate your marathon milestones or shout out to your running partner! Together, let's champion the spirit of camaraderie and triumph. 🎉 #RunTogether #InspireOthers”
Video Storyboard 🎥
Scene #1
Scene opens to a group of Marathon Kids stretching and hanging out before a race. They’re laughing, playing tag, and talking each other up. The energy is pure joy and electric.
Scene #2
We pan over to two friends who are stretching on the side. One of the friends, Janel is nervous because this is her first race. Her stretching buddy Addey is sharing how she felt during her first race.
Scene #3
The group finishes up their stretches and head over to the starting line. And they’re off! We’ll follow the race as they go along showing how each kid is performing differently.
Scene #4
We find Janel and Addey. Even if Janel hasn’t physically fallen, she’s lost her confidence and doesn’t believe she’ll finish the race. She wants to quit, but Addey encourages her and reminds her that they are running this together. Janel decides to stick with it.
Scene #5
Janel and Addey cross the finish line! Janel is overcome with emotions and can’t believe she finished her first race. She is so thankful for her best friend’s encouragement and sticking with her.
Scene #6
This film ends by seeing all the Marathon Kids come together after the race and celebrate one another. Once again the mood is pure joy and excitement.
YouTube Initiative ︎
👉🏻 Strategic Objective: Our aim is to produce regular content that is uniform in length, style, and subject matter, with consistent publishing dates. This approach provides an alternative platform for our audience who may not use TikTok.
👉🏻 Recommendation: Release one meticulously crafted 3-6 minute video monthly.
🔸 Content Focus: Our videos will include a variety of segments like post-run stretching guides, profiles on coaches, kids, and donors, as well as promotional material and recaps of events.
🔸 Content Curation: We will diligently ensure that all content aligns directly with the ethos and activities of Marathon Kids, phasing out any unrelated material.
👉🏻 Recommendation: Release one meticulously crafted 3-6 minute video monthly.
🔸 Content Focus: Our videos will include a variety of segments like post-run stretching guides, profiles on coaches, kids, and donors, as well as promotional material and recaps of events.
🔸 Content Curation: We will diligently ensure that all content aligns directly with the ethos and activities of Marathon Kids, phasing out any unrelated material.
Motivation to Donate 💪🏻
Keep Us Running in 2024Alongside the rich array of content shared on our platforms, our donation page will feature inspiring narratives from children about the difference Marathon Kids has made in their lives. These stories, while fictional, authentically represent the impactful experiences we strive to create.
We'll illustrate the tangible impact of various donation levels, such as how $50 can empower 5 children and $500 can support 5 dedicated coaches.
The Merch⭐️
We have created three pieces of merchandise for people who donate to Marathon Kids; these include a thank you note from The Marathon Kids, a tote bag, and a pin.
My Takeaways💡
The essence of a successful visual campaign lies in its ability to evolve a core concept while maintaining thematic fidelity. It's a delicate balance of staying true to the original vision while weaving a narrative through curated imagery that resonates and leaves a lasting impact.
Whether it’s galvanizing support for charitable causes, igniting sales with festive promotions, or unveiling innovative products, the campaign’s heartbeat is in its details. It requires meticulous planning, spirited discussions, and a synergistic partnership with creative minds like designers and producers.
Moving forward, I plan to dedicate more time to ideation and conceptual drafts. An abundance of preliminary ideas lays a rich groundwork for team deliberations, leading to a more focused selection of powerful concepts that truly capture the campaign’s intent.
Whether it’s galvanizing support for charitable causes, igniting sales with festive promotions, or unveiling innovative products, the campaign’s heartbeat is in its details. It requires meticulous planning, spirited discussions, and a synergistic partnership with creative minds like designers and producers.
Moving forward, I plan to dedicate more time to ideation and conceptual drafts. An abundance of preliminary ideas lays a rich groundwork for team deliberations, leading to a more focused selection of powerful concepts that truly capture the campaign’s intent.