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211 & Community Resource Center
Branding Campaign Proposal

https://lottiefiles.com/95399-light-bulb-moment
  • Purpose

Relaunch United
Way’s 211

Share 211 as a service available to the community

  • Services available
  • Local
  • Confidential

Increase Awareness & Understanding

Saturate channels to ensure understanding

  • Simple language
  • Active language
  • Consistent Messaging

United Way &
211 Connection

Opportunity to reinforce 211 as a United Way strategy

  • Intentional use of UW in messaging & assets
  • 211 & UW messaging overlap
  • Market Analysis

In 2022 we partnered with Columbus State for a brand survey. We included a few questions about 211.

The survey results showed:

  • Most were not familiar with 211.
  • Younger participants felt they were familiar.
  • Most people heard about 211 through their employer.
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  • Marketing Objectives

Share about 211, increase awareness in the community, and boost connection with United Way

Measuring success through:

Increased Web Traffic

Call to action:
visit 211uwcv.org

  • Demonstrates increase visibility, interest, and need

Increased Call Traffic

Call to action:
dial 211 or 706-405-4775

  • Demonstrates increase visibility, interest, and need
  • Proposed Strategy

Audiences

  • Women
  • Men
  • Young People
  • Parents
  • Spanish Speaking
  • Corporate Partners
  • Community/Agency Partners

Messaging

For specific and general audiences

  • Messaging will overlap
  • Messaging will remain consistent but cater to audience

Assets

Create video & graphic assets

  • VillageFilm – variety of video assets
  • MarComm Team – variety graphic assets

Channels

  • TV Ads
  • Radio Ads
  • Billboards (Rural)
  • Video Ads
  • Social Media Ads
  • PPC (Digital Ads)
  • On-Hold Marketing
  • Website Articles (SEO)
  • Press Releases
  • Media Appearances
  • Google Ad Grants
  • Email
  • Podcast

Measure

Measure results based on web traffic and call traffic

  • What does success look like for 211: increase by numbers by ?
  • Who will collect and measure web/call traffic?
  • Baseline data?
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  • Budget

20K: Sum of advertising budget
10K: Sum of marketing materials, video assets
10K: Sum of printing budget

  • Thank You
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Next Steps

  • Meeting with Village Films
  • Develop assets
  • Develop tagline:
    United Way’s 211: Ready to listen, Prepared to help, Here for you
    Shortened to United Way’s 211, Here for You
  • Define messaging for audiences

Connect with Us

1005 Front Avenue Columbus, GA 31901
PO Box 1157 Columbus, GA 31902
706-327-3255 (Phone) 678-619-0387 (Fax)
EWELLS@UNITEDCV.ORG (EMAIL)
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