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LCol John McCrae Commemorative Statue Campaign Drive for Donations

  • LCol website
  • LCol floor banner
  • LCol poppy seed packages
  • LCol overpass banner

Deliverables:

To develop a total communications, and promotional package centered on their new website that included: splash page, floor banner, package design for poppy seeds giveaway, and an overpass bridge banner.

Challenge:

The overall objective was to raise $300,000 in donations from local business owners, students and citizens of Guelph, for the creation of a bronze statue honouring Guelph’s own, LCol John McCrae, and to commemorate the 100th year since he wrote the poem, In Flanders Fields.

Execution:

We created a website whereby anyone could make online donations and pledges for the cost of the statue. The site conveyed the biographical history of the man, his connection to Guelph and the story behind his writing the famous poem, In Flanders Fields. To generate mass awareness in a short period of time, we created a number of promotional items to support this fundraising drive. These included a web splash page, a floor banner, a package design for a packet of poppy seeds to be giveaways, and a large banner to be placed on a rail overpass situated prominently in town and very close to the unveiling location of the statue in June 2015.

Results:

The campaign was launched on August 15th 2014. By the end of September, 2014, 52% of the donation target had been reached and nearly all the balance of the target of $300,000 in promissory pledges.

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