Whenever we sit down with a client to talk about a project, the first thing we ask is what they wish the outcome to be. Who do they want to reach, how do they want them to be affected and what change are they looking to occur?
Our goal is to develop Tangible Evidence, so whatever the medium, or the marketing piece developed, it should be viewed as relevant and valuable to those receiving it. Its design should demonstrate the value of the organization presenting it, not only today, but for the life of the piece created. Its job is to remind the recipient of the presenting brand well into the future in a favourable way.
Earlier in 2013, I was contacted by members of the Volunteer Programs team for the Canadian Breast Cancer Foundation – Ontario Region. Volunteer Recognition Week was fast approaching and they were looking for ways to recognize a large group of dedicated volunteers who had been with the organization for varying lengths of time. They wanted to produce a cost effective piece, that would be well received by both men and women of various age groups and demographics and would be valued by those received them.
Through a series of meetings, we were able to determine that a pin was something that their volunteers would wear, was valued and could be given to varying age groups and different genders.
What we were quickly able to uncover was that there were volunteers who had been with the organization twenty years. It was our thought is that there needed to be different level pins to demonstrate the value of long term service. It was important that those who had achieved twenty years were recognized for their loyalty and those who had not, had something to aspire towards.
It was eventually agreed upon to create four categories of pins: five year, ten year, fifteen year and twenty year. That way, the majority of volunteers received recognition at the event and that volunteers immediately understood that there were attainable steps to achieve to earn your next pin.
Design was the next step. We suggested to the Canadian Breast Cancer Foundation a bronze, silver gold, platinum model and then we modified the twenty year pin by inserting a pink crystal in the twenty year to further differentiate it.
As seen above, the combination of the volunteers holding up their logo, the years of service indicators and the metal differentiation created exactly the look and feel that Canadian Breast Cancer Foundation had intended.
These pins were handed out at the 6th Annual Community Celebration and Awards Presentation April 27th 2013. The letter attached speaks volumes as to the success of this pins and demonstrates how we create Tangible Evidence for your brand that Gets YOU Noticed!