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.
Two special versions of this campaign occurred with themes from popular films.
- “Return of the Records” played on both a resurgence of demand for vinyl records, and a new Star Wars release.
- “Search for the Lost Vinyl” took on an Indiana Jones theme.
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.
Search for the Lost Vinyl
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Communication By Design 