Our final project for Digital Imagery was to create an Integrated Marketing Campaign for our employer or a non profit. I chose to create the IMC campaign for the annual charity golf outing put on by my employer, Eastwood Homes, to raise money for the Levine Children’s Hospital.
Company Analysis:
Eastwood Homes, founded in 1977, is a regional homebuilder based in Charlotte, N.C., with six divisions in the Carolinas and Virginia. The “Built With Care” builder is the 45th largest homebuilder in the U.S., yet prides itself on being a private, family owned company run by father-son team Joe and Clark Stewart. The new home builder offers single-, two- and three-story homes for first-time homebuyers, move-up buyers and downsizers. Features include up to three car garages, second story porches, sunrooms, covered patios, finished basements, and all the designer features sought after by today’s buyers.
Eastwood Homes believes in building up its community while building its new homes. In it’s flagship city of Charlotte, the construction company also drives its largest philanthropic effort – the support of the Levine Children’s Hospital, which was founded in 2007. A portion of every home sale goes to the regionally vital hospital. Eastwood also provides a hospitality cart at the hospital, which supplies families much needed necessities like toothpaste and deodorant, as well as other materials like magazines, books, and snacks. Often times, a trip to Levine Children’s Hospital is unexpected for families, and Levine and Eastwood both strive to lessen this dreaded experience.
Eastwood Homes holds annual charitable golf outings to raise money for Levine Children’s Hospital. The builder’s trade partners support sponsorships that drive the fundraising effort of the event. In the three years that Eastwood has held the Charitable Golf Outing, $156,000 has been raised for the children’s hospital from the event alone.
While the builder has successfully moved into the digital world for its modern day marketing strategy for its new home sales, the Charitable Golf Outing has yet to claim the attention that such a large fundraising effort for a well-known hospital should receive. This IMC campaign will increase the community awareness of the Eastwood Homes philanthropic effort while also raising additional funds for the hospital through a new effort to raise donations from the general public.
Logo Redesign:
New Logo, left; Original Logo, right
My logo redesign seeks to modernize the existing logo, which I think is currently very appropriate. However, the existing logo does not reflect the construction background of this fundraiser at all. Most sponsors and participants of the golf outing are in the construction industry and many of those individuals are male. The new logo design incorporates strong fonts with a simple design that will resonate with a predominately male construction-oriented audience. I think the tagline is the most important part of the logo redesign. It reinforces how important Eastwood Home’s trade partner sponsors are to the success of the annual event. Without their support, the fundraiser – quite simply – would not exist. It also supports the idea that the company’s founders believe it is important to do their part to strengthen the communities where they build.
Promotional Print Items:
Pocket folders can be distributed to sponsors and to golf teams. They can also be used while soliciting new sponsors for the event. 
Promotional Flyers can be distributed in e-blasts and posted in our model homes, while Informational Postcards can be sent out by mail to our previous sponsors and participants.
Social Media:
Eastwood Homes currently uses Facebook to promote its annual Charitable Golf Outing, but not to the extent that it could. This year, the company plans to announce each of its sponsors on its Facebook page and tag those companies when possible, to increase awareness about the event. The company also plans to add a new aspect to this fundraising effort by starting a Gofundme page to allow other individuals including employees and homeowners a chance to participate in the philanthropic event. That effort will be promoted primarily through the Facebook page. Regular posting of two times a week would increase engagement on this page. Posting should increase as the event gets closer.
Eastwood Homes should also consider incorporating its presence on Twitter to expand its reach for this fundraiser. Many professional entities that are tied to this charitable event are on Twitter and cross-promotion is very likely. While it is not recommended to start a separate Twitter account, incorporating tweets about the golf outing once or twice a week would make a strong impact on expanding the reach of the event.
Below are three Cover Photo examples that can be used on Facebook:
Below are three examples of Timeline Photos that can be used on Facebook:
Infographic:
It's a Digital World. 