Marketing is active; the industry moves quickly. Sometimes, we all move so quickly that even great work has a relatively short shelf life in our memories.
Other times, the work is so powerful that it seems to live on in our hearts even years later.
For our company’s 10-year anniversary, I wanted our team to construct a memorable campaign that would celebrate our success, bring the team together and linger in our minds for years to come. “The Power of 10” did just that.
The result was a philanthropic initiative that asked the general public to nominate worthy non-profits, and the three organizations with the highest votes would receive marketing and branding service packages from Cohn to enhance their missions and drive awareness for their causes. With a total of 132,548 votes, “The Power of 10” surpassed all of our goals and expectations of the program, with the top organization receiving more than 40,000 votes.
Each with its own unique story and situation, the winning organizations were a joy to work with. Cat Care Society (Denver) received the most votes with 44,890, Cancer Crusaders (New Orleans) was second with 44,244, and Empower Playgrounds (Provo, Utah) finished third.
Since we informed the winners in January, Cohn has worked with each organization to help with their branding and marketing needs. With Cat Care Society, our Public Relations team put together a two-phased plan to help build awareness locally and retain long-term donor support. For Empower Playgrounds, the Public Relations team worked with the organization to focus its messaging to more effectively tell its story to media, potential donors and stakeholders and drafted a messaging platform for the burgeoning non-profit to utilize in the future. And for Cancer Crusaders, our Digital team is helping build the organization’s first website in its 30 years of existence, and it will officially launch in early 2012.
And as for Cohn, we won several awards for “The Power of 10,” received a flood of positive feedback from the community, and we all consider our efforts a resounding success. “The Power of 10” even inspired a similar initiative from a marketing firm in Indiana.
“The Power of 10” had staying power, and even a year later, the campaign lives on in our hearts and minds. That’s the sign of truly great work.