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shop for public schools |
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“Shop for Public School” was a weeklong initiative conducted each October by The New York City Fund for Public Schools. The event promoted city merchants who pledged support for library renovations either though a percentage of sales, or as a flat contribution.
The initial scope of our involvement was limited to the website, but our role quickly grew to include the brand identity as well. Though it was necessary to remain “close-in” to the Fund’s logo, our tag-like variant visually invoked shopping and differentiated the initiative from its supporting organization.
Leveraging the more unique mark, the site expanded on the Fund’s color, image and typographic equities to build a powerful event resource. Built on the Drupal Content Management System it featured a news blog, calendar, sign-up and merchant directory that could be filtered alphabetically, by category or neighborhood.
Perhaps the coolest feature of all was the geo tagging of participating merchant location. Applied in conjunction with Google maps, users could see the city covered in orange tags to show the critical mass of support in their neighborhood, and beyond.
But to get user to the site we generated promotional communications to target our primarily female audience. This included a series of street-pole banners and bus shelter ads, which were featured in key locations throughout the city. It was a look we built on and brought to life with a series of animated Flash banners featured on New York Magazine’s website, among others as well as Daily Candy.
For the final piece of the campaign we developed in-store collateral for use by participating merchants. These items including posters, promotional postcards, and a training sheet distributed to merchant staffers to inform them about Shop Week, and their store’s role.
