Powered by Hope

Identity Development / Naming / Branding / Website Design / Content Creation

Background
New Hope Academy is an amazing school in Franklin, Tennessee that honors excellent education, spiritual transformation and racial reconciliation and prepares each student for a life of service.

Problem
Each year New Hope Academy relies on targeted fundraising to provide scholarship dollars for its low-income students. This was the first year that the school launched a fundraising “run” within the Country Music Marathon & Half Marathon. The goal: To raise up to $300k, which would fund 32 low-income kids at the school. The campaign had to be compelling in its name, brand, content, and execution to get larger corporations behind the effort and present the school as a worthy investment. The campaign had to be executed at a visual level that would gain the confidence of large corporations.

Solution
The Birdsong Creative team embraced this project from the start coming up with the name, logo, branding, and product development surrounding the event. We were also charged with developing the website and its content and strategizing with the New Hope Communications team to target peripheral marketing pieces such as an event brochure, posters, and presentation materials that would entice large corporate sponsors.

Result
The campaign was a communications success. The New Hope team was able to present to and gain the support of several large corporate sponsors for the event, launch the intended fundraising campaign, and garner interest from hundreds of runners. The brochure and website played a critical role in communicating, registering, and keeping runners informed throughout the event. The New Hope team hopes to make Powered by Hope one of its largest fundraising events annually.