Research and discovery informed a strategic direction that was rooted in the unique opportunities for the St Thomas and Elgin County region including:  pride in the growing and changing community, the urgency for the increased access to health care, strong community buy-in for the Foundation, and ongoing shifts in donor ability and priorities, including the need to both steward current donors and connect with new ones. 

These insights led to the development of a campaign position, name and messaging that were anchored in the impact that the new diagnostic imaging suite would have for patients and their families, as well as a visual campaign brand that complemented the main Foundation brand but created a visual distinction that indicated the importance and uniqueness of the materials.

Included in the campaign brand is a new graphic element inspired by the heart brand mark of the main brand, along with the campaign’s positioning and key messages about connection and timeliness. A handwritten font was added to anchor the campaign to further create a deeper personal connection visually.  And, these elements are paired with a simplified colour palette that balances compassion and caring with reliability, calm and trust. 

With these tools, the Foundation team engaged in the all-too-important quiet phase of their campaign. When it was time to start to build public awareness and understanding as part of the final phase of the campaign, sagecomm created the strategy and executed on its implementation through material development, an enhanced web presence and a digital campaign to propel further campaign gifts.