Project Overview:

Go, Lunch! is a campaign designed by Fulcrum Creatives for the Columbus Recreation and Parks Department to raise awareness in communities about their free summer lunch program. In addition to creating a fun, easy to remember brand name and identity, we created a promotional campaign strategy to launch the campaign using social media and experimental advertising to generate awareness of the various lunch locations available throughout the summertime while school is out.

How I Helped:I had the pleasure of serving as Project Manager, outlining the project schedule and managing key milestones and deliverables for each phase of the project. In addition, I served as the project’s Marketing Manager, creating the promotional campaign strategy to launch Go, Lunch! The overall brand and promotional strategy consisted of a mix of:

Brand and Identity.
A standalone Campaign site.
High level messaging strategy.
A social media calendar to manage content for all social pages.
Print materials in 3 languages.
Experiential advertising.
Swag items for the summer kickoff party.

Impact:Using chalk stencils around parks and residential neighborhoods, kids were engaged and followed the stencils to nearby lunch locations. Parents were able to receive information through print materials available in three languages, and through social media ads leading them to the Go, Lunch! Landing page. Families were invited to the summer kickoff party that recieved local news coverage to meet with program reps and even the mayor. Since launching the campaign for the re-branded program, the summer food program has been consistently growing each year under the Go, Lunch! Brand.