Challenge

In September 2014, Sebasticook Valley Health approached Pulse Marketing Agency looking for a marketing plan to be included in a grant request to Kohl’s Corporation. Pulse worked closely with Sebasticook Valley Health to craft a strategy that ultimately helped them secure the grant.

Approach

The awarded grant required that we launch a creative concept for a school and community gardens initiative across the state, but with a higher concentration in the Sebasticook Valley. The Pulse team developed a logo and branding guidelines for the Kohl’s Cares About ME campaign. We were able to successfully integrate the Kohl’s logo with the program brand design to increase credibility and recognition across the state.

Our team understood the variety of grant regulations, communication goals, and challenges of reaching out to the target audience, a low-income, low education population residing in the rural areas of the Sebasticook Valley. We conducted market research and combined the collected data with information provided by Sebasticook Valley Health and Kohl’s Corporation to produce effective marketing materials that would best communicate the initiative in a clear and compelling manner. Our research findings also aided in designing the brand’s ambassadors – two cartoon kids created in the likeness of area children – to aid engagement with elementary and middle school children in a fun, playful, and natural way.

The Kohl’s Cares About ME campaign marketing materials included an informational brochure; graphic design for print ads, school and community gardens signage, vouchers to visit local farms and get fresh produce, T-shirts; a public service announcement radio ad; a social media ad campaign; and a curriculum booklet for educators that ensured a strong, consistent message of the programs’ purpose and mission was presented throughout the community and across the state.

Results

This campaign is currently running and has been very successful in engaging children and families to increase physical activity, choose healthier foods, and learn the benefits of community gardening.

Schools outside of the target area initially identified are requesting information on how to collaborate with Kohl’s Cares About ME, showing the impact of this campaign before the gardens have even been tilled.

The feedback has been so positive that Sebasticook Valley Health has initiated the request for next year’s grant and is confident they will receive approval from Kohl’s Corporation.

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