How do you convey the impact, reach, and scope of one of the largest and most beloved institutions in the world?
You start simply, and with emotion. You start by understanding the many things an institution means to its diverse constituents. You start by understanding that a gift to the Smithsonian is not only a gift to the nation, but a gift to a national ideal.
As communications counsel to the Smithsonian’s first-ever comprehensive capital campaign, with a $1.5 billion goal, we drove campaign creative and developed enterprise-level strategy and messaging to reach long-term friends as well as new donors at every level of giving. We delivered a comprehensive communications plan that accounted for everything from events and executive communications to social media strategy and environmental graphics.
We also created specific tools—both at the enterprise and unit levels—that range from multimedia presentations and “behind the scenes” videos to traditional case statements and unique event invitations. Our campaign work built on more than a decade of communications services to the Smithsonian, including nine annual reports; messages, talking points and an e-book for the CEO; and strategic planning documents retooled for easy access by lay readers.
CAMPAIGN MESSAGES presented to the Smithsonian National Board (DOWNLOAD)
SUMMARY of the Smithsonian communications plan (DOWNLOAD)
EARLY THEMES AND ELEVATOR SPEECH (DOWNLOAD)
Individual museum and center CASES
CAMPAIGN LAUNCH VIDEO