FREE Initiative
Creative & Communication Direction | Creative Team Leadership
At the start of 2016, an initiative that was already planned since the previous summer was launched. It was titled "FREE" and the objective was twofold – 1. help people to understand that the way most people live (broke or near-broke living paycheck to paycheck with crushing debt) is not the way they have to live; and 2. lead people to sign up for a practical class that would positively swing their finances $9,000 in 90 days (on average).
This is the journey of the creative around this initiative.
Initial Creative Brainstorm
Our team of creatives got offsite armed with the vision and direction from the our client/leadership. A full day outing where 16 of us – designers, writers, video producers – were to discuss, develop and then present by the end of the day ideas for the initiative. We split up into teams, each with different creative disciplines represented, and left with 3 solid concepts to develop and ultimately pitch back to leadership.
Idea Development & Presentation of Concepts
After the initial work, the ideas had to be developed, tested and refined to viable concepts. This process took place in the few weeks after our offsite brainstorm. The final presentation of concepts happened three months out from our launch date. Each concept included executions that would carry the concept through multiple touch points with our audiences.
About the Concepts:
Concept 1: The Road Less Traveled. This concept used the illustration of a road and an off-ramp to signify the common path that many people are on and the alternative that leads to freedom and happiness of a life free of debt and financial pressures.
Concept 2: Destination Free. The idea of a being free as a destination, a locale, a place – and the contrast of the destinations most people find themselves in but would rather not be at – was the basis for this concept.
Concept 3: The Maze. Most people want to be free but they just lack the knowledge or practical ways to get there. The visual metaphor of a maze was used to carry this idea.
Final Products
After the concept was selected – the road less traveled concept – our team worked on all the deliverables.
Promotional Tables:
Cars + Magnets. This aspect of promotions provide an inexpensive, immediate takeaway while serving as a reminder of the start date of which class they signed up for – anywhere from 1 week to sometimes up to one month away.
The environments were transformed to support the initiative.
Each of the multiple campuses had a tailored presence scaled to their capacity.
Stage & Hallway/Lobby Environments:
Part of the continual communication of the theme included the lobby and the stage where the road theme was subtly yet intentionally interwoven.
Series Study Guide:
Everyone who came to the five week series received a study guide designed by our team that allowed for notes as well as reinforcing the additional help the class would provide.
Conclusion:
In addition to all the deliverables (including web and social posting strategy, not shown), the series was well attended and resulted in over 5,300 people participating in the 9 week Financial Peace University classes – one of the church's most successful initiatives to date.