Toujours Ensemble’s 40th anniversary
Digital strategy and content production for the organization’s 40th anniversary celebrations.
The brief
Public relations agency Capital-Image asked me to prepare a proposal for Toujours Ensemble, a Verdun organization supporting social and academic success. The brief was a communications strategy for its 40th anniversary campaign.
My first responsibility was to produce the full presentation of Capital-Image’s proposal: concept, strategy, writing and visual mockups in a polished PowerPoint. The proposal was accepted.
Through my production company, SPKR, the proposal also offered turnkey content production as an option. This tripled the approved budget.
The biggest family photo
Here are the details of the proposal selected by Toujours Ensemble. The client chose “A family story” as the campaign theme. The objectives were:
- Celebrate Toujours Ensemble’s achievements and impact over the past 40 years
- Raise the organization’s profile and strengthen community ties
- Recognize the contributions of remarkable people
- Raise an additional $1 million
What: The biggest family photo: a mosaic of collective memories from Toujours Ensemble’s 40-year history. How: Share visual content, including video and photos, to raise awareness of Toujours Ensemble and generate donations. Five content types support the different objectives:
1. Remarkable people
Ten profiles highlight people who shaped Toujours Ensemble’s history, with a photo and a tribute describing each person’s contribution.
2. One photo, one donation
Staff, donors, former participants and volunteers from the past 40 years are invited to share their archived photos. A donor pledges a substantial contribution for each photo received or shared.
3. Key figures
Ten statistical graphics illustrate Toujours Ensemble’s legacy. For example:
4. Testimonials
Ten images from the organization’s history are paired with meaningful testimonials, such as this one:
5. Videos
Five tribute, corporate and promotional videos for Toujours Ensemble follow the visual direction of the photo mosaic concept, including this example:
At the end of the campaign, the collected content forms a large photo mosaic in Toujours Ensemble’s colours, unveiled at the closing event.
Digital strategy
The year-long campaign is distributed as follows:
- An editorial calendar follows the activities planned for Toujours Ensemble’s 40th anniversary. The five content categories appear on the organization’s own channels: website, newsletter, Facebook, Instagram, LinkedIn and Twitter.
- A Facebook and Instagram advertising campaign reaches Toujours Ensemble’s donors and community. Ads draw on the main campaign content, including videos and profiles.