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Brand guidance for the purpose-driven

Josh’s Secret Guide to Children’s – Direct Mail Campaign

St. Louis Children's Hospital

The St. Louis Children’s Hospital Foundation raises a significant amount of revenue through their annual direct mail campaign. Their success has been built around following a patient and helping prospective donors get to know that specific child. When we met Josh—the patient chosen for 2013—his age (16 at the time), personality, and perspective on life led us to develop the theme of “Josh’s Secret Guide to Children’s.” Because he was a teen, Josh could speak for himself and tell donors exactly how much it means to patients and their families when they are cared for by programs and services that are funded by the Foundation.

The campaign includes a total of 7 direct mail pieces and a Facebook page (the Foundation’s first!). Almanac created and managed the page for six months, developing the voice and tone and audience, and then handing it off to internal staff to manage and grow.

Project Scope

Campaign Development
Content Development
Identity Development
Print Collateral
Social Media

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