Challenge: Communicate two calls to action for an annual fundraising event. First, a two-month request for donations of gently-used entertainment media (records, DVDs, CDs). Overlapping and increasing with time: Shop at the two-day event.

Following the success of the Star Wars theme of 2016, producers chose an Indiana Jones theme. Janean came up with the “Search for Vinyl Treasure” focus.

Messaging for each included print collateral, display advertisements, social media, and a series of six radio promotions conveying the specific calls to action with a sequential story arc.