The Goal
In 2016, I created and executed an integrated marketing communications campaign to mark the fortieth anniversary of the founding of the Samuel Waxman Cancer Research Foundation (SWCRF), a grant-making organization that funded research by leading cancer investigators nationwide.
The Strategy
I oversaw the development of a special anniversary edition of the SWCRF logo, collaborating with Frank Collective, a design and branding firm, and the foundation’s marketing committee. To visually convey the benchmark throughout the year, I curated a timeline of key moments in the SWCRF’s history that was exhibited as a gallery of blow-ups at events. The timeline was also featured on event collateral, the SWCRF website, and in the annual report.
When the SWCRF was invited to ring the opening bell at NASDAQ, I recruited 19 supporters to attend this high point of the anniversary year. I worked with the NASDAQ production team to feature the anniversary logo in the NASDAQ studio and on their jumbotron in Times Square. NASDAQ’s broadcast to financial news outlets and their press release contributed 202 million media impressions to the foundation’s press exposure for the year.
The campaign was also leveraged at the SWCRF’s annual scientific symposium, which I produced at Mount Sinai Medical Center as an awards presentation to cultivate major donors and stakeholders who made significant contributions to the foundation’s mission over its 40-year history.
The Results
Through branding, digital communications, social media and public relations outreach, the campaign conveyed to SWCRF stakeholders the foundation’s legacy of achievements with a sense of celebration and excitement for its future and contributions grew by 33 percent during the campaign period.
