Challenge: The Women’s Foundation of Colorado (WFCO) is a local organization whose goal is to create the reality that every woman in Colorado be economically self-sufficient, and every girl in Colorado is on the path to economic self-sufficiency in adulthood. WFCO came to Scream Agency to help build awareness for the Foundation as well as help increase fundraising efforts through press releases, case studies, marketing, branding, and advertising initiatives. They wanted their website to increase awareness of the issues affecting Colorado women, encourage donations, and be easy to update and manage. There was also an endowment campaign coming up that WFCO wanted to create some buzz about.
Process: Scream Agency developed a powerful new look through photography that featured the “face” of Colorado girls, coupled with bold headlines that quickly spread the word about the organization. Through pro bono efforts, Scream Agency has helped promote the various research, education, advocacy, and collaboration the foundation has implemented as well as create marketing initiatives to help increase grants through fundraising efforts.
Scream Agency developed a 15-month strategic plan (including print ads, social media, PR, and more) surrounding the idea that no woman is truly self-sufficient until she holds the strings to her own purse. The campaign “accessories” were several 31×35 in., fiberglass-resin, red purses that traveled to Colorado. Unveiled at WFCO’s annual luncheon in front of 2,400 women, an awestruck impression was made.
Results: The success of the campaign kept Scream Agency on as Agency of Record for the Foundation for another six years, working closely with the Foundation and leading the media efforts for their annual Luncheon, one of the largest fundraisers in Colorado. 125.6 million media impressions with a publicity value totaling $2.4 million.
