The Need
The United Way Everyone In team set out to gain a deeper understanding of their current audience landscape.
They wanted to understand how to motivate different audience segments to take action, and how to engage those targeted groups to take those actions at the appropriate times over the campaign lifecycle.
OUR APPROACH
Strategy
Segmentation
Message Testing
RedSky was able to use both demographic and psychographic insights to create profiles for the Everyone In campaign’s core audiences.
We then went a step further to identify what would motivate involvement for each of these audiences, and pinpointed the extent to which they would like to be involved from a service and philanthropic standpoint.
Through this, the Everyone In team was able to create messaging and action plans that resonated most with each of these audiences across LA County.