omnichannel campaign
where marketing works
to go great lengths and new heights.
Omnichannel marketing campaigns employ consistent messaging, visuals, and positioning statements across all channels... and sometimes, they're so big and all-encompassing, the campaign needs its own brand. That's exactly how we solved for a multi-year capital campaign that would reach a wide variety of audiences with compelling messaging - ultimately helping raise $33MM for our client.
the CLIENT
HIGH LINE CANAL CONSERVANCY
Caring for 71 miles and 850+ acres of natural space that traverses through 11 municipalities is no small feat. That's where the High Line Canal Conservancy comes in. Established to protect, preserve, and enhance the Canal, the Conservancy works across agencies and communities to ensure future generations enjoy this resource as much as current ones do.
the goal
Working in partnership with communities, the Conservancy identified 30+ capital projects for the Canal - from safe and accessible road bridges to play areas and interpretative signage - and the planting of 3,500 new trees. Funding those projects would require a big investment - they imagined a multi-year capital campaign that would share their vision with and create participation from foundations, corporations, ultra high net worth donors and eventually, the general public.
They asked S&D to
​ • Create a campaign with the ability to speak to all their various audiences;
• Remain relevant for 3 to 5 years, and;
• Raise more than $30MM to fund capital projects and enhancements.
our approach
CAMPAIGN CONCEPT​​
​ • The High Line Canal is long. 71 miles long.
• The Conservancy Plan took a long view. Generations long.
• This campaign would be long. Years long.
"Great Lengths for the High Line" evolved to address the physical enormity of the High Line Canal, the length of the campaign, and the effort that would be taken to protect, preserve, and enhance the linear park for generations to come.
The tagline "Let's Go the Distance Together," was a rallying cry across audiences. We provided a brand standards guide to ensure the campaign remained consistent across multiple months and partners.​
Bands of color in the campaign logo and throughout the concept represented the five distinct ecological regions of the High Line Canal as it travels from the foothills to the high plains.
CAMPAIGN EXECUTION - PHASE ONE​​
Since Great Lengths for the High Line needed to resonate with many different types of audiences, it was determined to launch the campaign in two phases. The first would speak to Foundations, UHNW donors, and Corporations who needed to understand how their investment would benefit the Conservancy now and in the future. The Conservancy would need impactful marketing tools in the hands of their development team for in-person meetings.
S&D concepted, developed, and produced:
​• A complex Campaign Messaging Strategy and timeline for campaign execution
• A compelling five-minute Video Presentation featuring Conservancy leaders, prominent philanthropists, and civic representatives.
• An Interactive Website where donors could explore the planned projects.
• An 8-Page Booklet that addressed the history and needs of the High Line Canal, with a specific focus on how the Great Lengths Campaign proceeds would protect, preserve, and enhance it.
• A large fold-out Project Map to accompany the booklet, and a branded presentation folder.
• Campaign-specific E-communication Templates.
• Campaign Stationery: letterhead, envelopes, donor forms, and thank you cards.
CAMPAIGN EXECUTION - PHASE TWO​​
With large donor goals met, the Conservancy moved outwards to engage the public at large. They needed to pivot their messaging to introduce the High Line and the campaign to the entire Colorado Front Range and created a new communications strategy and media plan for this phase. A new campaign tagline, "A Park for All. A Park for Always." communicated the shared ownership and shared responsibility we all have for the High Line Canal. ​
S&D concepted, developed,
produced, and managed:
• A new Communications Strategy that raised awareness of the resource and spoke to the need for funding through Paid, Owned, Earned, and Shared channels.
• A Refreshed Look that included images of actual Canal from across the city enjoying it.
• A New, Inclusive Tagline to indicate a shared ownership and shared responsibility.
• Brochures and rack cards for distribution around the city in municipal offices.
• Print Campaign in newspapers and regional magazines.
• Social Media Campaign where the public was invited to participate.
• TV Spots on Rocky Mountain PBS.
• Radio Spots on Colorado Public Radio.
• Signage for supporters yards and along the length of the Canal trail.
• Paid Digital on regional sites, Meta, etc.
• New Website Landing Page and pop-up.
• Campaign Progress Gauge.
• E-communications creation and execution.
• Concepted and planned "High Line Canal Gives Day" where staff and volunteers manned the trail for public interaction, engagement, education, and donation appeals.
• Created 20-page Volunteer Guide with sample scripts, ideas for engagement, and FAQs.
• Concepted and produced Custom Give Aways for High Line Canal Gives Day including native seed packet and decal.
​
​​​​​​​​​​​​​​​​​​
the results
GREAT LENGTHS AND NEW HEIGHTS!
PLUS a GUARANTEED FUTURE FOR
THE HIGH LINE CANAL
With our help, the Conservancy enjoyed unparalleled engagement from each of their targeted audiences, increased website traffic, increased event participation, increased social media engagement, and most importantly, they were able to raise an incredible $33 million dollars in just four years and raise awareness of the Canal with existing and new audiences.
​
The historic Great Lengths for the High Line capital campaign ensures that a natural resource - home to 24 species of mammals, thousands of birds and 24,000 trees - will remain an urban corridor and respite in the city for Coloradans for future generations...and progress can begin to make it an even more spectacular linear park for all.
​
WE'D LOVE TO TAKE YOUR CAMPAIGNS
TO GREAT LENGTHS AND NEW HEIGHTS!