Corporation for National & Community Service – Martin Luther King Jr. Day of Service -- “Make it a Day On, Not a Day Off”

In 1994 Congress passed the King Holiday and Service Act, designating the Martin Luther King Jr. holiday as a national day of volunteer service.  Instead of a day off from work or school, Congress asked Americans of all backgrounds and ages to celebrate Dr. King's legacy by turning community concerns into citizen action.
As a subcontractor with CACI International, Inc., Global Design was tasked with developing a new brand identity campaign for Martin Luther King Jr. Day, to heighten awareness and volunteering for the national holiday, through the Corporation of National and Community Service. The campaign was built around the existing slogan “Make it a Day On, Not a Day Off” to tie the mission and vision with the look and feel of the new brand identity.  Included was the development of marketing resource materials for use on all communications components.  These materials were then provided to not-for-profit organizations with service projects that serve to strengthen communities, empower individuals and bring people together.

Strategy developed

• Researched the success of past campaigns, and other identity marks used in conjunction with other Martin Luther King projects and the national center. 
• Evaluated each of the individual components used in previous campaigns, to assess how many vehicles needed to be themed under the umbrella campaign.
• With the tagline “ Make it a Day on Not a Day Off,” used fun, bright colors to promote enthusiasm and volunteering.

Concepts Recommended & Creative Efforts

• A more iconic vector-based identity to accommodate the need for non-profit organizations to create materials using their own individual printers.
• Created a design with more prominent placement of the identity and highlighted “Make it a Day On, Not a Day Off”; placed the identity in a diamond shape, and maintained the use of angles throughout all of the collateral materials.
• Developed a new identity, along with a promotional toolkit and print ads.  Created    brand style and design elements allowing for customization by service organizations.  Some of these included:  posters, T-shirts, print ads, web banners, CDs, media kit, flyers

Media Strategy employed to implement campaign

• Gathered all media outlets used by service project organizations to make sure all communications would work in multiple dimensions.
• Created assets in multiple color formats
• Created print-ready ads and customizable templates
  

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Maryland Transportation Authority -- Bay Bridge Preservation Project

On January 25, 2002, the Maryland Transportation Authority began a 4-year $60-million project to renovate the 30-year old deck of the westbound span of the William Preston Lane Jr. Memorial (Bay) Bridge.  GDI was selected to create and maintain a public outreach campaign that would provide a source of communication for motorists from Maryland, Delaware and Washington D.C.  We developed a portfolio of print, outdoor, and radio ads and a web portal to connect with the target audience.  We continuously updated the website as each phase of the project was completed.  The website was and still is a 24-hour source of information for motorists using the Bay Bridge.  Other responsibilities included creating a media strategy plan to address all the communications and crisis management outputs for the duration of the project.  Duties included:

• Developing a slogan – “Plan Ahead to Stay Ahead”
• Creating a media kit, to house brochures, letterhead, handout, and flyers
• Creating a media plan for buying time and placements on radio, outdoor and   
• newspapers
• Negotiating and purchasing media spots with vendors
• Developing all print ads for various sizes - to use in The Washington Post, The   
• Baltimore Sun, and other various media outlets
• Scriptwriting, acquiring talent, and producing radio spots
• Developing outdoor advertising - i.e., billboards on Route 50
• Acquiring the website URL for internet space
• Developing a website presence to handle information flow, critical up-to-date lane
• closures or patterns.  Provided a data ticker with real time updates.
• Designing and producing full-color flyers with dissemination reaching 400K
• Disseminating fact sheets throughout the entire Eastern Shore region to motorists and residents
• Assisting with community outreach efforts
• Partnering with EZ-Pass to coordinate travel efforts
• Communicating directly with the Maryland Transit Authority to ensure critical updates were in place

Strategy Developed

After research of the target audience, travelers, traffic patterns, and construction schedule, we developed a comprehensive media plan to address the type of communication and vehicles used to communicate effectively.  We also developed a crisis communication strategy in the event construction or weather caused other delays.  We also contacted all travel and trucking associations, along with all surrounding Convention and tourist bureaus.

Concepts Recommended & Creative Efforts

• Provide real-time access to construction schedules, and traffic patterns.
• Developed a themed look and feel, and a tagline to drive awareness and exposure.

Media Strategy Employed to Implement Campaign

• Print, outdoor and radio ads, and a web portal
  
  

Baltimore City Department of Social Services (BCDSS)

Global Design has strategized, developed and implemented social awareness marketing efforts for several divisions of the Baltimore City Department of Social Services (BCDSS).  These efforts have focused on media planning and placement, visual communications (brochures, annual reports, tradeshows), and interactive CD-ROM and website development.

GDI was charged with developing interactive public outreach materials for a primarily African American audience to raise awareness and provide resources.  Global Design worked closely with the BCDSS Adoption and Foster Care and Young Fathers/ Responsible Fathers Programs.

Strategy Developed

• Set up formal strategic marketing start-up meetings to discuss successes and learning points from initial campaigns.
• After gathering and analyzing all campaign data, we developed a marketing strategy and theme for the Foster Care and Adoption division:  “Start Your Day with a Smile, Share Your Heart and Home with a Child-ADOPT”, which extended to all communication elements.
• Created campaign materials for the Young Fathers/Responsible Fathers program for a tradeshow and annual banquet.
• Developed a forecasting manual to help translate the agency’s future direction.

Concepts Recommended & Creative Efforts

Print Production

• Developed all collateral related to the Adoption and Foster Care yearly campaign, including outdoor advertising (billboards, buses, movie screens, taxis), postcards, calendars and signage.
• Designed and produced the agency’s annual reports for several years.
• Created campaign material for the Young Fathers/Responsible Fathers program which included brochures and signage.

Web Production

• Developed a compelling and functional website to encompass and capture the mission and vision of the organization.  While designing a new look and stylish navigational structure, GDI ensured that all access points were Section 508 compliant. 
• Implemented an interactive version of the BCDSS annual report.

Broadcast Production

• Created interactive email broadcast technology and banner collateral to connect the agency’s target audience.  GDI also incorporated interactive technology aimed at 7-Eleven locations and gas pumps using POP monitors to increase reach and frequency.

Media Outreach

• Enhanced outreach efforts and targeted new niches through established relationships with media vendors.
• Equipped BCDSS personnel with branded collateral materials for all outreach efforts to include POP signage, brochures and handouts.

Distribution & Promotion

• Assisted with the development of branded materials for promotional items including camera-ready artwork, t-shirt design and event signage.
• Developed a traveling exhibit for conferences, outings, and media events to increase    brand awareness and consistency with outreach messages,

Media Strategy employed to implement campaign