Building a Future for Newcomers in London
The London Cross-Cultural Learner Centre is London’s leading resettlement agency, helping newcomers to the community settle and thrive in their new home by providing a range of support services, including case management, housing, employment, language classes, and connections to community. In order to address the significant effects of the housing crisis on newcomers, the agency embarked on an innovative new project: developing an inclusive, mixed-use housing property that will provide affordable housing for newcomers and other Londoners in need. They came to sagecomm to develop and launch the communication and engagement strategy for their $2 million capital campaign to drive awareness, understanding and action amongst major donors and across the community.
The Doorways to Dreams project came to life with positioning and naming for the campaign; a comprehensive messaging package for a variety of audiences, and the creation and implementation of a multi-channel, high-impact campaign, including video, digital, social, email, print and out-of-home advertising, resulting in over 21,000 website visits – up 28% year-over-year.
After a period of rapid discovery, a campaign strategy and position was quickly established. From there, the Doorways to Dreams name and visual identity were developed to create a distinct campaign identity that would drive awareness and momentum.
A suite of fundraising materials was created to support the campaign cabinet in donor outreach and conversations, including a slide deck, case for support, fact sheet, and compelling storytelling video.
To launch the campaign to the community, an event was held with donors, staff, volunteers and community partners. sagecomm supported media relations for the event, with positive placements in all major local news outlets. This was followed by a secondary media push centred around National Housing Day, which resulted in additional coverage in the London Free Press and CBC London.
sagecomm also implemented a two-phased digital and social advertising campaign that resulted in over 15,100 clicks and a cost-per-click below $1 on all platforms. This was supported by additional print materials and out-of-home materials to increase reach.
Within one year, the London Cross-Cultural Learner Centre reached 50% of its fundraising goal, with strong momentum forecasting closing out the goal within the following year.
Services Delivered
- Research & Discovery
- Positioning & Key Message Development
- Content Development
- Campaign Naming
- Media Relations
- Out-of-Home Advertising
- Digital & Print Asset Development
- Webpage Design
- Digital Advertising
- Social Media Strategy
- Photo & Video Shoot Support
- Video Design
Sector
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