Mission Driven
Brand Communications
CPC enlisted Gavin to advance understanding of the organization’s mission and purpose, destigmatize issues relating to poverty and improve the brand’s overall ability to engage influential audiences that could affect needed change.
Leveraging a professionally facilitated one-day poverty simulation, Gavin coordinated an event for more than 200 community leaders to partake in a hands-on exercise to role play the lives of those living in poverty – something that had never been done before in the market. The results were truly a breakthrough with a majority of regional media attending – producing several days of coverage, followed by meetings with influencers and stakeholders.
What We Did
- Branding
- Public Relations
- Crisis Communications
- Internal Communications
- Media Buying
- Social Media
- Video
- Creative Services
- Digital Services
Continuing on the momentum, Gavin facilitated a complete internal communications effort to mobilize employees into ambassadors. As efforts continued, Gavin presented a groundbreaking, conversation-starting campaign under the title: I AM PROGRESS, to deliver a bold regional campaign that brought forth unexpected faces in the community who had lived in poverty at some point in their life. A major achievement for the campaign was that it resulted in unsolicited conversations on funding and partnership that CPC hadn’t had before and increased agreement on strategic support.
Outcomes
Poverty Simulation Event
9,000,000
Media Impressions
#IAMPROGRESS Campaign
- 41,236 organic social media impressions in the first two months
- 71% increase in web traffic YOY
- $322,937 in media equivalency
Inaugural Year of Communications
58,300,000
Media Impressions
Inaugural Year of Campaign
40% Increase
in Campaign Donations
#IAMPROGRESS Campaign
- 41,236 organic social media impressions in the first two months
- 71% increase in web traffic YOY
- $322,937 in media equivalency