Pegasus Farm Annual Drive Direct Marketing
Client: Pegasus Farm
Project: Annual Drive Mailer Series
Background:
Just outside of Hartville, Ohio, kids with serious developmental disabilities can experience what the sensation of motion, though their bodies won't cooperate. Therapeutic equestrian classes, offered by Pegasus Farms, afford kids who have no feeling in their arms or legs, the realistic idea of what full-body freedom is like.
Campaign Objective:
Extend the ability to offer more classes to more kids with disabilities by raising more funds for Pegasus Farms programs. The challenge is that Pegasus has very little money to work with.
Creative Objective:
Extend the ability to offer more classes to more kids with disabilities by raising more funds for Pegasus Farms programs. The challenge is that Pegasus has very little money to work with.
Campaign Strategy:
Develop an annual greeting card line that is so captivating that recipients cannot ignore it. Why? The subject matter is amazing material. There are endless ways to creatively communicate about it. It is very visual. Use this to the advantage of the organization. Greeting cards are cost efficient to produce. Lists can easily be obtained of Horse Lovers, and people who care for those with disabilities. Therefore, Pegasus can access those who will be likely to give with high disposable income.
Results:
The Pegasus Farm Greeting Card Series has become an organizational tradition, and has helped the organization to consistently elevate its fund raising goals year after year. Many of the greeting card, including the samples shown above, have won awards for creative excellence through the American Advertising Federation's annual Addy Awards. The strategic concept for the campaign, creative card concepts and copy were created by Thomas Merrill, President of Planetc, LLC. Mr. Merrill donated his time to Pegasus Farms. The Farm was founded by Raymond C. Firestone, whose father founded Firestone Tire and Rubber. Mr. Merrill grew up working for Raymond Firestone on his horsefarm in Bath, Ohio, and served as his personal butler while Mr. Merrill was in college.
