Project Overview:
Everyone needs a good marketing strategy, even agencies! In my time managing client marketing projects at Fulcrum Creatives, I also managed Fulcrum’s own internal marketing strategies.
To highlight our positioning of only working with with cause-driven organizations, we launched a lead generation campaign of our own in 2013 entitled: We Don’t Want to Work With You (if you don’t care). The campaign consisted of a special, standalone campaign site in which visitors were prompted to upload a photo of themselves holding up a Care Card, in which they could express a cause they cared about (IE: human rights, global warming, etc.) Care cards were distributed in person, email, traditional mail, and online through the website. Special zine booklets were hand stitched and created to outline Fulcrum’s mission and positioning for potential clients to learn about who we were, what we did, and who we wanted to work with as an agency. Mugs and T Shirts were also made for people to see around our office, special events, or to be sent as special Thank You for Caring gifts.
How I Helped:
For the campaign, We Don’t Want to Work With You, I helped coordinate the creation of our Care Cards and Zines –I even helped hand stitch them! Most importantly, I blogged their stories to be sent as a special feature in our monthly enews and shared them via social media. People really enjoyed having their company tagged in our social posts and it was a great way to build relationships. I particularly enjoyed attending local community events, such as the Social Enterprise Festival of 2016, to meet new, like-minded organizations while rocking my We Don’t Want To Work With You T Shirt and handing out fun Swag items we designed.
For Fulcrum, I maintained all digital and traditional marketing initiatives from strategy to implementation and evaluation as the Marketing Manager. For Fulcrum marketing initiatives, I primarily created and implemented:
Digital campaign strategies for lead generation and nurturing
Blog creation and content management
Social and email marketing strategy
Planning and promotion of all special events
Brand messaging and strategy
Project management oversight of all agency marketing and branding projects
Impact:
Fulcrum Creatives has had a positive impact in the local community by donating over 100+ hours of volunteer work toward various nonprofit organizations in addition to planting several hundred trees through various Earth Day and community service projects. Additionally, Fulcrum has donated goats, bees, and other livestock to poverty ridden countries overseas. Fulcrum has also made a positive impact on students from CCAD (Columbus College of Art & Design) by offering a paid student internship, FORCE, from 2016-2017 where students were awarded the opportunity to work as a group from start to finish on a real branding project for a paying client under the supervision of Fulcrum’s creative direction. In addition to several award winning client campaigns, Fulcrum was proud to win a CSCA Creative Best Award of Merit for its own campaign, We Don’t Want to Work With You, in 2016.
