Improving Livability in Rural America
Social Content Creation & Strategy
For years, the LOR Foundation has partnered with rural communities in the Intermountain West to invest in local, community-driven solutions to improve livability. However, for all of the incredible projects LOR has been a part of, they did not have a very visible brand profile. LOR knew that in order to grow, and continue to make lasting change in these communities they needed to increase awareness of their mission. Both in the highly-specific communities they serve, and across the philanthropy community at large. We developed the EXPLORE campaign to highlight the foundation’s values in ways that resonated with both of these disparate audiences.
The initial rollout of the EXPLORE campaign focused on increasing brand awareness in one of LOR's priority communities, Taos, New Mexico. It included a combination of digital, social, and real world experiences. The client was so pleased with the concept, they created a new title within the organization: Chief Exploration Officer.
Digital Banner Ads
Social AR Filter
The campaign also debuted in the non-profit world at COMNET ‘17—one of the biggest communications conferences for the philanthropic community. LOR sponsored the conference's cocktail party reception, and we knew it was a perfect place to raise LOR's profile. We designed an immersive augmented reality (AR) experience to tell LOR's story where guests scanning printed signs, event markers, and even cocktail napkins with their mobile devices while walking around the party. We also engaged the audience with a photo hashtag printer that allowed guests to take home event branded souvenirs.
To increase engagement and create a larger audience on social, we worked with LOR to create a follower acquisition campaign, and provide ongoing social content and support. We highlighted their commitment to finding community-driven solutions through research and grant-making. Then throughout 2017 and 2018 we provided social content that focused on a variety of issue areas that are important to LOR, as well as content that highlighted their partnerships with various grantees.