Campaign Management by TAA

Campaign Management Helping organizations develop and execute recruitment, capital and endowment campaigns

Campaign Management

Meet Our Team

Campaign-Style Case Studies

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The comprehensive and integrated marketing approach that we offer our clients has proven to be efficient and effective in achieving their goals and delivering a tangible return on investment (ROI). All information within this report is provided in good faith. Any questions pertaining to the information contained in this report can be directed to the following primary contacts: RYAN GRAGG, Partner 704.651.9928 (mobile) 772.231.5999 (office) ryan@TheAlexisAgency.net THE ALEXIS AGENCY

VERO BEACH, FL 32960 RALEIGH, NC 27601 THEALEXISAGENCY.COM

GINGER ATWOOD, President 772.231.5999 (office) 772.205.9300 (mobile) ginger@TheAlexisAgency.net

Campaign Management Helping educational institutions, hospitals, churches, public non-profit and private communities develop and execute recruitment, capital and endowment campaigns. The Alexis Agency is a full-service strategic communications firm located in Vero Beach, Florida and Raleigh, North Carolina. We are uniquely positioned to help educational institutions, hospitals, churches, public nonprofits and private communities manage campaigns intended to increase funding, drive new enrollments, or recruit new members. The art of creating, launching and managing campaigns is our core business, and our passion for it is apparent in each of our team members. We are experts at developing, launching and executing campaigns that achieve the desired results within a specified period of time. Campaigns are not won on economic issues alone, but also by leveraging the social realities that are inherent of every environment and affect everyone in your target audience. Decades of experience in public relations, advertising, public policy & affairs, and politics guide our success. We have served as trusted advisors to industry experts and elected officials alike – and we understand the primacy of clearly articulating the vision behind your mission and connecting it with your audience in a way that drives the desired result. As a full-service agency, The Alexis Agency works with bold leaders who are eager to tackle strategic opportunities that grow and bolster their organizations. Whether you’re ready to embark on a recruitment, capital or endowment campaign or just beginning to think about it, we are experts at taking campaigns from ideation to completion. As your campaign manager, The Alexis Agency will provide the following: •

Team of at least 4 full-time campaign professionals

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Brand Identity package, including campaign logo and tagline development

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Development of Mission and Vision statements

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Campaign Website or microsite development and continual management

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Video Storytelling and testimonials, including scripts, B-roll and final editing of videos

• Print & Digital Direct Marketing materials, including but not limited to: letters, digital and print brochures, postcard campaign, eblast series, and posters/banners •

Maintaining of donor/friends database for direct marketing purposes

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Distribution and management of campaign materials to donors, friends, and prospective supporters

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Advertising Campaign – to raise awareness, increase dollars, and/or recruit

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Social Media Campaign, including preparation of editorial calendars, postings, tracking and analytics

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Professional Photography as required

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Focus Groups and/or campaign presentations

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Speech writing

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Campaign progress communication throughout the life of the campaign

Contact us today to schedule a complimentary discovery meeting at 704.651.9928 or 772.231.5999. :: T H E A L E X I SAG E N CY.C O M ::

meet our team Relationship management, flexibility and nimbleness are hallmarks of our success. It allows us to creatively find solutions for our clients’ complex marketing challenges. From worldwide companies to mid-size organizations, our skilled strategists, brand managers, and creative talent have successfully launched campaigns and helped grow brands of all sizes.

Ginger Atwood, President and Owner Over the past 25 years Ginger has developed a team network of highly skilled strategists, creative talent and brand managers. She holds a deep belief that long-term client relationships are critical for success. Creating and executing stellar marketing plans is rewarding, but after years of working in the industry, she witnessed business models based on short-term successes and an inherent lack of concern for clients’ ROI. Her commitment to create industry changes, and the flexibility to develop unique approaches to each client’s needs allow her team to continually think creatively. Her career experience includes working both sides of the marketing equation – from the corporate side to the agency world. Ginger’s industry experience spans transportation, aviation, private education, healthcare, hospitality, business-to-business (B2B), business-to-consumers (B2C), retail, general contracting and real estate development. She is active in numerous non-profit organizations and Boards of Directors. Her belief in giving back to the community includes committing The Alexis Agency to providing marketing assistance for two non-profits annually. Ginger graduated from Salem College in N.C. with a B.A. in Communications and Journalism. Ryan Gragg, Communications Director Specializing in corporate affairs, new media, strategic planning, and message development, Ryan brings savvy experience to The Alexis Agency team. A native of North Carolina, Ryan holds a B.S. in Political Science with a focus in International Relations and Comparative Politics from Appalachian State University, and is pursuing a Master of Science in Program and Project Management at Brandeis University. During his time in Washington D.C. Ryan worked in Crystal City at national headquarters for Senator John McCain’s Presidential Campaign. Not ready to leave the nation’s Capital after the election, he gained additional experience in the D.C-based think tank, Hudson Institute, and subsequently on Capitol Hill. It was in Washington that Ryan quickly realized the impact that public relations, public affairs, and new media, coupled with the right strategy, can generate. As Communications Director, he has added impressive value to our clients’ success by negotiating multiple corporate affairs and economic development deals at the state and national levels as well as leading successful corporate public relations programs. His industry experience includes education, aviation, financial services, healthcare, politics, and alternative energy.

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meet our team Earning our clients’ trust and standing behind everything that is right for their organization and success is at the core of our culture. We require the same standards and results of ourselves. We value long-term relationships and our success rate has enabled us to retain our clients year-over-year.

Dan Gurley, Public Affairs & Political Director An Air Force veteran, Dan graduated from Appalachian State University where he double majored in Public Relations and Political Science. He began his public affairs career with the North Carolina Republican Party, serving as state field director, political director, and executive director. He then served as Chief of Staff to Congressman Cass Ballenger (NC-10) and in 2004 as Deputy Political Director/ National Field Director at the Republican National Committee. Dan has also counseled political parties and candidates worldwide, serving as a strategic advisor in Azerbaijan, Canada, Haiti, Morocco and Nigeria while also traveling professionally in China, Germany, Mexico, Singapore, and Taiwan. Dan joined The Alexis Agency in 2013 and was recently appointed to serve on the Board of Directors of the NC State Ports Authority. Amy Burns, Creative Director A true creator and defender of brands. Solving challenges and finding innovative ways to do so is the basis of Amy’s work. “Grabbing and holding someone’s attention requires a thoughtful mix of strategy, psychology and creativity — it’s so much more than great design — it’s designing a great experience!” Over the last 27 years, she has honed her skills at some of Chicago’s top agencies — big and small — working on both consumer and B2B. She brings to the table extensive knowledge and experience in the luxury products and services markets, specifically in food, aviation, tourism, technology and real estate. She has created for an impressive list of clients including Allen Brothers Steaks, PLATE Magazine, Coca Cola, Proctor & Gamble (Pantene, Olay, Herbal Essence), Art Institute Chicago, John’s Island Club, Abercrombie & Kent travel, Lester Lampert Jewelers and Dubai Aerospace Enterprise — to name a few. Mariel Matos, Account Manager Mariel Matos joined The Alexis Agency in 2017 as an Account Manager. A native of Puerto Rico, she has called Florida home for 13 years. Mariel received her Bachelor of Arts in Mass Communications specialized in Advertising from the University of South Florida. She brings experience in event planning, social media strategy and management, project coordination, and client account management for Ford Motor Company and Ford of Canada. Mariel is also fluent in Spanish.

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Campaign-Style Case Studies The case studies on the following pages highlight campaign examples and results within multiple industries. All clients, regardless of industry, hired The Alexis Agency to meet their goals. All had specific project objectives that had to be met within a very specified period of time, and all projects resulted in the clients securing additional capital for their projects.

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CASE STUDIES

Trinity Episcopal Church

Trinity Episcopal Church, a 90-year-old parish in Vero Beach, Florida embarked on a 3-year endowment campaign to preserve their parish legacy in perpetuity. The Vestry hired The Alexis Agency to create, launch and execute the campaign.

RESULTS :: Within 60 days of launching the full campaign, our strategy helped raise 85% of the overall goal. Members and friends had committed $5.1 million of the 3-year, $6 million endowment goal. Trinity Episcopal Church was able to achieve their objective of utilizing annual funds and offerings for mission programs without impacting the parish’s annual operating budget.

CHALLENGE :: Create the campaign message, all materials, and execute the endowment campaign that would ultimately raise $6 million from parish members and friends – all within four months. SOLUTION

:: The Alexis Agency developed the

“Securing Our Future” campaign and executed it by reaching members and friends at every point of contact. Member stories were recorded via video and distributed through email and the website. A campaign brochure, direct mailers, FAQ, and Case Statement were produced and distributed at key campaign intervals via mail, email, website and at weekly services. We also established the ability for members to easily make their commitments and planned giving donations online.

Securing our Future

A parish legacy to nurture, encourage and grow

Dear Members and Friends, For over 90 years, Trinity Episcopal Church has served our community. We have a rich legacy committed to living out the Gospel and loving those around us. While buildings do not define churches, a safe place to call home is extremely important. Trinity Episcopal Church has launched Securing our Future, an endowment campaign to preserve our parish for generations to come so that we may grow our ministries and serve our community as God called us to do. This is a time to celebrate our rich legacy, strong resolve, and desire to boldly move into the future as a parish on a mission to share the love of Christ, change hearts and serve others. Prayerfully consider your commitment to Securing our Future. Your generosity and financial support will continue to further our calling to serve one another and our Vero Beach community as a leading parish of the Diocese of Central Florida and the greater Anglican Communion.

Your Commitment Growing forward, together

Yours in Christ, Fr. Christopher M. Rodriguez

Prayerfully consider your endowment commitment to Trinity Episcopal Church for the coming year and our members’ ministry vision for the future. The truest measure of stewardship is equal sacrifice, not equal gifts. Not everyone has the resources to make a large gift, but every person can meaningfully invest in what God is doing at our parish in proportion to their blessings. Determine if your priorities reflect your commitment and make the commitment that God leads you to make. HOW TO MAKE YOUR COMMITMENT BEGINNING MARCH 25TH Commit Online at Trinityvero.org/SecuringOurFuture Quickly and securely complete and submit your commitment online. Weekend Services Simply pick up a commitment card as you enter the church and place your completed form in the offering plate as the usher makes it available. By Mail Pick up your commitment card at church or request that the parish mail it to you. Return the completed form to Trinity Episcopal Church, 2365 Pine Avenue, Vero Beach, Florida 32960. Planned Giving There are a number of opportunities for planned giving, including cash donations, real estate, stocks and appreciated securities, life insurance, charitable gift annuities, and giving of your time and talents. By appointment If you would like to make an appointment to discuss giving opportunities, please contact the parish office at 772.567.1146.

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CASE STUDIES

ERAU - Worldwide Recruitment Campaign

Embry-Riddle Aeronautical University - Worldwide

Embry-Riddle Aeronautical University - Worldwide, the world’s largest, fully accredited university specializing in aviation and aerospace, offers more than 30 undergraduate and graduate degree programs. Embry-Riddle educates students at two residential campuses, through the Worldwide Campus (ERAU-W) at more than 150 locations in the United States, Europe, Asia, Canada, and the Middle East, and through online learning.

SOLUTION

:: We utilized traditional, digital and

grassroots measures. Our recommended, integrated marketing approach focused the majority of efforts to online recruitment to identify qualified candidates for the one-year graduate program. All leads generated, whether on- or offline, were filtered into ERAU’s customized CMS. RESULTS :: The University went from zero enrolled applicants to a full cohort of qualified, enrolled students that launched right on schedule – and with enough additional qualified applicants in queue for the next cohort. With an estimated 1,300 professionals meeting the degree admission requirements in our target market, we acquired 1.3% of the market for the inaugural program within the six-month campaign, ultimately exceeding our client’s enrollment goals.

CHALLENGE :: With a six-month window, recruit

qualified students for our client’s new MSE program in Huntsville, AL, where another traditional university with strong name recognition was launching a MSE program simultaneously.

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CASE STUDIES

DAE University

DAE UNIVERSITY, a subsidiary of Dubai Aerospace

“Guess Who’s Coming to Dubai?” campaign. We literally started from a blank page and developed their brand identity and supporting marketing programs before the first students were even enrolled.

Enterprise, is an aerospace engineering and aviation management university offering accredited degree programs. They hired The Alexis Agency to help them launch an international recruitment and brand awareness marketing campaign.

R E S U LT :: DAE University tripled its enrollment goal

within 12 months, successfully recruiting a diverse study enrollment from India, Asia and the Middle East.

C H A L L E N G E :: How do you recruit students in

Asia, Middle East and China for a virtually unknown educational institution? S O LU T I O N :: We created and launched a complete

brand story through print and broadcast advertising, beautiful full- color print collateral and trade show promotions that piqued interest with the compelling

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CASE STUDY

DAE Flight Academy

DAE FLIGHT ACADEMY, a subsidiary of Dubai

R E S U LT :: “Launching a complex product like

Aerospace Enterprise, is scenario-based training that helps student pilots develop superb aeronautical judgment. They hired The Alexis Agency to launch their new international brand.

DAE Flight Academy posed challenges from every angle: consumers, regulatory bodies and a skeptical aviation community. By partnering with The Alexis Agency for all our marketing collateral — from the basics to the trend-setting paint schemes for our jet aircraft — we were able to shatter industry expectations and accelerate the acceptance of our product among all constituents.”

C H A L L E N G E :: How do you create a story that

recruits students in Asia, Middle East and China? S O LU T I O N :: We started with a powerful paint

Bill Hampton, Director of Marketing and Communications

scheme for the academy’s fleet that caught the attention of global news publications and the Sheik. What followed was a brand identity that easily transitioned from consumers to commercial markets. “Training Excellence” became the visual story that quickly recruited cadets.

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CASE STUDIES

Dubai Aerospace Enterprise Capital

ubai Aerospace Enterprise Capital

DAE Capital, a division of Dubai Aerospace Enterprise, owns a fleet of top–of–the–line aircraft with an ability to offer attractive leasing packages due to their extensive aviation experience, preferred access to local banks, and a customized capital structure for commercial airlines and investors.

S O LU T I O N :: Focusing on DAE Capital’s primary

C H A L L E N G E :: Following a highly successful launch of

DAE University and DAE Flight Academy brand identities and marketing materials, DAE once again turned to The Alexis Agency to help launch their new business–to– business unit, DAE Capital.

benefits – the brand equity of the Dubai location, the ability to purchase the most modern commercial aircraft on the market, and the highly experienced business aviation team – we created a savvy logo and tagline to mirror the global influence and rich heritage of this new leasing company. Understanding how expertise matters in the aviation industry, The Alexis Agency smartly positioned DAE Capital as the “global aviation source” in international markets. R E S U LT :: DAE Capital quickly became an

international source, launching boldly into a world–class aircraft leasing business. The 2007 Dubai Air Show witnessed unprecedented aircraft purchases by the new business unit. Additionally, the 2008 Farnborough Air Show in England witnessed the launch of the competitive, global aircraft-leasing brand.

A well–strategized logo and tagline drove the brand followed by complete marketing materials, including identity, brochures and a worldwide advertising campaign.

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CASE STUDIES

Children’s Home Society of Florida “Our work with The Alexis Agency has been an essential strategy in achieving our short-term needs and long range goals. They have provided a level of sophistication to our marketing, public relations and advertising strategies. As a result, we transcended from a little known organization to one that is broadly recognized. They are cooperative in working with us to refine the vision and create a compelling, unified message, not to mention easily accessible and exceptionally responsive. I would highly recommend the Alexis Agency to anyone wanting to expand their presence, promote a new initiative, or raise community awareness on vital issues.”

Children’s Home Society of Florida is the state’s oldest non-profit organization and the entry point for children that have been abused, abandoned and neglected. They asked the Alexis Agency to plan and execute a strategic communication plan to raise brand awareness and launch a capital campaign along the Treasure Coast. CHALLENGE :: Create an advertising and public

relations campaign that incites and educates potential donors along the Treasure Coast, ultimately garnering donations and support for CHS’s $5 Million capital campaign. It would need to also raise awareness among the regional communities about increasing needs of aging-out foster youth. The final goal of the capital campaign was to build a Youth Transition Center. SOLUTION

— Lawrence Brooks, CHS Executive Director

:: We began with the most vulnerable and

visible element – youth who age out of foster care. A poignant video and photography evolved into supporting collateral, including print materials, a micro-site that cultivated donor receptions, followed by a striking monochromatic print ad that both educates and influences.

:: The Youth Transition Center campaign made an immediate impact with regional media, resulting in numerous print editorials, broadcast news stories, and articles along Florida’s Treasure Coast. Donor prospects and donations increased significantly as well as awareness of the critical issues facing youth aging out of the foster care system. Our client’s $5 Million capital campaign goal was not only met, but it was exceeded by nearly $500,000. And it happened at the height of an economic recession!

RESULTS

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CASE STUDIES

John’s Island Club

John’s Island Club, a premier private club in the prestigious John’s Island residential community on Vero Beach’s barrier island, hired us to develop an internal membership program aimed at current club members.

and health and fitness. Members were encouraged to share the package with friends, potentially attracting new candidates for membership. Our award-winning video brought the John’s Island Club story to life and completed the “Great to be here” campaign.

CHALLENGE :: How do you tap into the pride of

RESULTS :: “Since the very first brochure/video mailed, our campaign has been enthusiastically received by members. The desired cumulative effect was achieved: well-qualified membership applications more than doubled within the first season.” France Tanguay Kenyon, Co-Chair/John’s Island Club Membership Committee.

club members, turning them into ambassadors for John’s Island Club that ultimately help recruit new members from their circle of friends? SOLUTION

:: Instead of a traditional set of brochures,

we told “the John’s Island Club story” in a series of six uniquely designed pieces, each concentrating on one aspect of the club’s offerings, including community, dining, golf, beach and water sports, club activities,

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CASE STUDIES

Senior Resource Association

Senior Resource Association (SRA) is the lead agency on aging in Indian River County, providing Adult Day Care, Meals on Wheels, and Transportation services. They support and advocate for independence and dignity of older adults and their families.

RESULTS :: Within 6 months, donations increased by 156% from the previous year (2014), more than 10 earned media stories were successfully cultivated, social media grew by more than 25%, and more than 600 new contacts were added to the organizationâ&#x20AC;&#x2122;s database.

CHALLENGE :: The organization needed to increase

its visibility in the community while also increasing annual donations by at least 10% for all programs and services. SOLUTION

:: The Alexis Agency developed a strategic

marketing plan utilizing our cross-disciplined approach, including traditional media cultivation, digital and print direct marketing, social media growth, and grassroots and grasstops PR. We executed the plan and tracked all results.

Senior Resource Association

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CASE STUDIES

ERAU - Worldwide Awareness Campaign

ERAU - Worldwide Recruitment Campaign

Embry-Riddle Aeronautical University - Worldwide, the worldâ&#x20AC;&#x2122;s largest, fully accredited university specializing in aviation and aerospace, offers more than 30 undergraduate and graduate degree programs. Embry-Riddle educates students at two residential campuses, through the Worldwide Campus (ERAU-W) at more than 150 locations in the United States, Europe, Asia, Canada, and the Middle East, and through online learning.

S O LU T I O N :: We built on the clientâ&#x20AC;&#x2122;s existing brand

awareness by broadening the reach and visibility in multiple cross-disciplinary markets. The approach consisted of global public relations, social media, print and online advertising, promotional video, and internal communications. R E S U LT :: ERAU-W receives publicity in international,

national, and regional outlets, as well as in targeted premier trade and industry magazines. Their social media presence continues to see robust growth while on and off-line advertising generates interest in their undergraduate and graduate programs.

C H A L L E N G E :: Broaden its civilian enrollment

while sustaining its established military market. Our goals were to build a new and continued affinity to the ERAU-W brand and implement strategic internal communications.

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