SharingChange Branding & Integrated Campaign

All we had to do was convince 225,000 members to do what they learned in kindergarten. Share.

It’s not often you get to actually change the world.

CHALLENGE
When Middle Tennessee Electric decided to rebrand their charitable foundation it was a great responsibility. The biggest hurdle to overcome was that the enrollment of every member needed to be voluntary and intentional.

TACTICS
Our research was extensive and the planning intense. The creative hit upon the perfect combination of subtle humor and a promise of the easiest giving process imaginable. Using a plethora of media (TV, print, radio, social, web, and PR) the integrated campaign blanketed the media landscape for the first quarter then trailed off to a maintenance level.

RESULTS
The strategy paid off. Enrollment for similar foundation sign ups hover in the single digits but within 18 months the campaign garnered an almost 50% participation rate. This means literally millions of dollars in giving to the communities that MTE serves. Mic Dropped. World Changed.

Project Info

CLIENT
Middle Tennessee Electric
DELIVERABLES
TV, Radio, Print, Outdoor, POP, Environmental
PARTNERSHIPS
Video: Hummingbird Studio, Radio: Spotland Productions
Photography: Hawkins Studio, Dave Hawkins
CAMPAIGN ELeMENTS

Logo & Branding

Sharing Change Middle Tennessee Electric Logo Design Image
Sharing Change Logo and Branding Standards Image
LANDING PAGE

The Easiest Good Thing You'll Ever Do.

Sharing Change Landing Page Design on iPad and iMac
Print

Magazine & Billboard Ads

Sharing Change Magazine Ad Layout Image
Sharing Change Magazine Ad Layout Image
Sharing Change Billboard Layout Design
SOCIAL media 

Social Media Graphics

Sharing Change Social Post with Boys and Girls Club Logo
Sharing Change Social Post with Big Brothers Big Sisters Logo
Sharing Change Social Post with Discovery Center Logo
Sharing Change Social Post with Habitat for Humanity Logo
Sharing Change Social Post with Make A Wish Logo
Sharing Change Social Post with The Salvation Army Logo
Sharing Change Social Post with Howard's Hope Logo