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I worked with four classmates on this campaign and we worked for a real client in Lexington, KY. The LexEnd Homeless Fund was established by the Lexington Fayette Urban County Government’s Office of Homeless Prevention and Intervention. They wanted this campaign to do more than just announce the fund and go beyond building awareness. They wanted something that would share news of the new fund while also communicating how vital providing homes is to ending the homeless crisis in Lexington.
We wanted to convince the young wealthy, living in Lexington, that the LexEnd Homeless Fund ensures that their investment to a homeless person’s life will not be wasted. Our campaign consisted of many different executions that were necessary to build awareness while also gaining donations. Each execution will be previewed below and follows the same color scheme along with graphic layout. They use factual and direct information to make the target audience feel like they are making a real difference in the community.
My role throughout this campaign was research and the creative brief. I also created the Instagram and Facebook posts that were placed on the mockup profiles. After pitching our creative campaign to the client, my group was chosen to present our ideas to a group of Lexington Government Officials. The city is now using different parts of our campaign and advertising for The LexEnd Homeless Fund.
New Logo
We created a new logo for the fund. The logo emphasizes “END HOMELESS” and connects to the University of Kentucky through the hand signal placed in the lower right corner.
Business Card
The business card was created as another tool to use for building awareness. It is easily distributed and our research showed that a less modern style of business card would draw more attention and interest from our desired target audience.
Donation Page
The new donation page goes hand-in-hand with the website layout. The website layout makes it easy for donors to find out more information about what the LexEnd Homeless Fund does and how it helps the community. It also provides easy access to the online donation page. Research showed that our desired target audience felt more comfortable donating online and more likely to donate if the cite was easily accessible.
Website Layout
The new website layout goes hand-in-hand with the donation page. The website layout makes it easy for donors to find out more information about what the LexEnd Homeless Fund does and how it helps the community. It also provides easy access to the online donation page. Research showed that our desired target audience felt more comfortable donating online and more likely to donate if the cite was easily accessible.
Mock Instagram Page
The social media segment is crucial for the success of this campaign because of the target audience’s presence online. We created a mock Instagram page along with two mock posts, and a mock Facebook page.
Mock Instagram Post #1
The social media segment is crucial for the success of this campaign because of the target audience’s presence online. We created a mock Instagram page along with two mock posts, and a mock Facebook page.
Mock Instagram Post #2
The social media segment is crucial for the success of this campaign because of the target audience’s presence online. We created a mock Instagram page along with two mock posts, and a mock Facebook page.
Mock Facebook Page
The social media segment is crucial for the success of this campaign because of the target audience’s presence online. We created a mock Instagram page along with two mock posts, and a mock Facebook page.
Print Ad #1
The magazine ads each portray a client story that will emotionally attract the audience, yet providing them with substantial evidence that LexEnd Homeless Fund works. The first print ad is a greeting from a baby who was saved by the fund and provided a home to sleep in.
Print Ad #2
The magazine ads each portray a client story that will emotionally attract the audience, yet providing them with substantial evidence that LexEnd Homeless Fund works. The second print ad introduces a real client, named Randy, who found a job opportunity after the LexEnd Homeless Fund helped him find housing.