CHALLENGE: United Way has a rich history in helping neighborhoods and communities in Central Alabama. It begins with cooperative action to address disaster relief, education health, and many other areas. The organization depends on generous donations from the public to help many needs over a five county area of Alabama. Without these donations, United Way would not have the impact it currently does.
SOLUTION: The majority of donations are committed at the end of each year. Martin analyzed the current media market and local consumer behaviors to develop an effective plan to reach as many people as possible to make them aware of the stories of hope and inspiration from people that have been impacted by United Way. This campaign runs September through December and covers mediums such as Television, Radio, Pandora, Billboards, Print, Digital and Direct. It is a true multiply media approach to drive the public to hear the stories and make an impact by donating.