Page 187 - Visual Marketing
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The Do the Deed kit includes the Deed—stops people in their that garnered
a program sheet with logos, tracks. The logo features bright almost 450,000
stencils, posters, and outreach colors and bold type with an impressions and
guidelines. Videos and photos abstract dove ascending on the 1,000 clicks.
may be viewed and shared right. It’s confident and play- • The Do the Deed video received
online, and you may even track ful at the same time and would almost 11,000 views, and 3,200
your progress in doing good look great on a bumper sticker. people visited the website.
deeds. It can be as simple as The campaign benefits from • Miss Kansas, Lauren Werhan,
smiling at a stranger. Some of many applications from bill- adopted Do the Deed as her
the most popular deeds are: boards to small buttons, and the platform in the Miss America
viral nature of the videos and Pageant. She spoke about the
• Grabbing a shopping cart in the tweets allows it to spread easily initiative throughout Kansas and
parking lot and taking it into the through social media. All pro- to the nation in Las Vegas at the
store with you motional materials drive people national competition in 2011.
to the website, which offers deed
• Leaving the waiter a little extra suggestions and a place to log Takeaway Tip
• Writing to a former schoolteacher in and track your own deeds.
Attach a memorable name (using allitera-
Why It Works Success Metrics tion, rhythmic cadence, and a built-in call
to action by the choice of words) to a
Humor plays a significant role • Within the first month, the marketing campaign to serve as a strong
in distinguishing the cam- Wichita Eagle ran online ads call to action.
paign. The blunt name—Do
PO WER TO THE PR I N T I TE M ! 166
