Case Study: Downtown Boxing Gym
Marketing Strategy • Campaign Creation
Overview
Downtown Boxing Gym is a nonprofit organization that provides comprehensive academic, athletic and social services for kids in Detroit. DBG tapped Skoog to develop a breakthrough year-end fundraising campaign that would shift the organization’s public perception. After 16 years of groundbreaking achievements, DBG worried it was becoming a victim of its own success. Skoog stepped in to course-correct that narrative.
Campaign Concept
For this campaign, we knew we needed to deliver a harder-hitting message that would shake lapsed donors out of their complacency and motivate them to re-engage with DBG. Our “Never Tell Us the Odds” concept juxtaposed stats illustrating the severity of the challenges faced by Detroit’s students with stats highlighting DBG’s extraordinary accomplishments. The resulting tone was one of defiant optimism in the face of overwhelming odds.
For the key visual, we used a striking black-and-white photo of a lion, nodding to DBG’s logo and dramatizing the organization’s indomitable spirit. The end result was a campaign that appealed to the heart as much as the head.
Marketing Tactics
With our concept fleshed out, we set to work bringing it to life across DBG’s organic marketing channels, including direct mail, email, social media and its website. Skoog orchestrated every aspect of the campaign; in addition to developing dozens of creative assets, we also set the campaign timeline, coordinated with print vendors, built out the fundraiser microsite, provided ongoing strategic recommendations post-launch and much more.
8.5x11 Direct Mail Piece
Sample Email and Instagram assets
Homepage Violator
Classy.org Donation Page
Results
Results go here
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