I. Four-color print advertisement to run in the Durham Performing Arts Center Playbill for their Fall 2018 Broadway series. It is a glamorous red-carpet off-broadway setting, but the audience should feel inspired to be grassroots and charitable and should envision that they can help make Durham better.
II. Specs are: FULL PAGE WITH BLEED (bleed available on full page ads only)
TRIM SIZE: 5.375” W x 8.375” H
BLEED SIZE: 5.625” W x 8.625” H
LIVE AREA: 4.5” W x 7.5” H
Please keep critical content away from edges. Send artwork with crop marks and 1/8” bleed.
- The goal of the ad is to raise awareness about our organization and to inspire viewers to reach out to us to volunteer and/or to donate
III. Content should include:
1) A photo or two, but keep it simple
2) Have green, blue and orange colors OR a green and blue as the focus, but a watercolor background or accents, and feel environmental
3) Our logo (we sometimes like this with an oval circle around it)
4) The words:
-- Keep Durham Beautiful and website http://www.keepdurhambeautiful.org
-- Litter Prevention. Waste Reduction. Community Greening.
-- Invest in Durham's Future. Become a Volunteer and Donate Today. (open to suggestions to motivate)
5) The following color palette has been suggested to us but is not essential:
IV. Samples of previous year's ads are available in the upload artwork section.
V. More photos to choose from available at https://www.flickr.com/photos/keepd…beautiful/ (no preference on photos and stock is also OK)
VI. Deadline is end of day Tuesday 8/28/2018
VII. More background on our brand:
Even with nonprofits, we are still trying to sell something. For our organizations it is selling an idea that a beautiful Durham is a better Durham, and for people to “buy in” they need to volunteer or donate.
How this selling works is in 4 stages:
typically people want to be engaged in their community, help the environment, or learn more about nature but don’t know where to go, lack the resources, etc.
This is where we present to them how engaging with our brand will solve this problem
First and foremost, we need to have everything relate to our mission of:
Recycling & waste reduction
From our mission and their problems that relate to our mission we can offer the specific solution:
We are especially trying to focus our language on EXACTLY what we offer which is “tools & opportunities for all communities in Durham to take ownership of their neighborhoods and the environment around them”
This is the action they need to take with us to connect to the narrative we have created for them and to solve their problem
Our call to action is the volunteer or donate
This is where we provide motivations to solve the problem they might have (as listed above). This is typically centered around IF they take our call action (volunteering or donating) they are then:
Making a difference (and that’s it’s easy with KDB)
Investing in the future
Improving and connecting to the community around them
We want to build this storyline for them through examples of other volunteers (ex: Volunteers from X institution took two hours and planted 100 trees! These trees will (insert benefit) for the next 100 years (investing in the future). Taking just a few minutes of your time can greatly improve the lives of those in the community around you, sign up for our next tree planting: date, time, link.
From this you are presenting that if they volunteer/donate then they are like these volunteers with attributes that most people aspire to, that they do make a difference, etc.