Create a year-long integrated campaign to engage the Minneapolis community, raise awareness about the achievements and role of The Minneapolis Foundation and its donors over the past century, and create a platform for the public to envision the future.
Becoming a successful community foundation and investing $850 million is not a simple story; it takes dedication, passion, vision, and time. We developed a multi-layered campaign based on a simple concept that could speak to all the accomplishments of the foundation and the forces behind them – 100 starts with 1: 1 person, 1 passion, 1 donor, 1 organization, 1 cause, 1 foundation, 1 united community. The campaign connects the past with the present by highlighting the individuals behind the last 100 years and their legacy that has built our community of today. In a town known for its pride and engagement, we launched #Mpls100 and asked everyone to share their 1 wish for the next 100 years. Our fully integrated campaign includes a Centennial website, interactive timeline, futurist conference, and ad campaign with media placement in print, digital, OOH, radio, and social media.
We designed a centennial website to serve as a centralized platform for the year long celebration.
To attract engagement we created an interactive timeline for users to explore the rich history of The Foundation. The site was meant to not only look back at the last 100 years but to also look forward and elevate the sense of community. A page dedicated to making a wish for the future was designed to host a wish gallery and integrated social media platform for anyone to make a wish for the future of their community. A Face Forward Futurist Conference page allowed visitors to stay up to date on the conference speakers and also purchase tickets.
I truly believe that 5ive feels as invested in the mission and success of our organization as our own board and staff. They took the time to really understand our business objectives and worked with us to develop a marketing strategy and creative package to help us achieve our goals. In The Minneapolis Foundation’s 100 year history, we have never had such a strong brand image in the community. 5ive has helped the Foundation make our mission visibly relevant to multiple generations through marketing that is strategic, witty and visually engaging. We couldn’t be more pleased with our results or with our creative partner.