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THANK YOU FOR YOUR INTEREST IN JOINING TALKING DOG.
Applications for the 2020-2021 year
will open August 21, 2020.
THE BACKPACK PROJECT, INC.
The Backpack Project, Inc. (TBP) provides backpacks filled with food, clothes, and toiletries to those who are experiencing homelessness in Georgia. One of the core tenets of TBP is to form meaningful and lasting connections with each individual that they encounter. Each backpack costs $20 to make and includes 40+ essential supplies. The organization is run entirely by students who dedicate their time to ending the cycle of homelessness. They view philanthropy as a lifestyle, rather than an activity.
CHALLENGE
Develop a clear brand identity
Increase brand awareness
GEN Z INSIGHTS
Learns about nonprofits through...
VISUAL IDENTITY
NEW LOGO
OLD LOGO
COLOR PALETTE
BRANDED MATERIALS
DIGITAL AND SOCIAL
UPDATED PROFILE
FEATURES:
New handle
New profile image
Accessible donation link
Branded highlights
OLD PROFILE
NEW PROFILE
IMPROVED POSTS
FEATURES:
Location tag
Brand color utilization
Clear hierarchy
OLD POST
NEW POST
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WEBSITE UPDATES
PAID ADVERTISEMENT
$75 budget
Target: UGA students with interest in nonprofits
Location: Facebook
RESULTS
1,710 estimated ad recalls
$0.04 per recall
RESULTS
174% INCREASE IN PERSONAL DONATIONS
56% increase in Instagram followers
56% increase in Instagram engagement
19% increase in unique website visitors
21% increase in organic search website traffic
16% increase in Facebook engagement
CHECK OUT THE FULL CASE STUDY:
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