Public Awareness Campaign

Checkoff Colorado

Checkoff Colorado is a statewide grassroots public awareness campaign focused on educating taxpayers and tax preparers about check-off giving – the program that allows taxpayers to make voluntary contributions to their favorite charitable organizations when they file their state income tax return.

Objective

  • Increase awareness of the Checkoff Colorado campaign, leading to an increase in donations.

Work

In order to spread the word about voluntary contributions and the eligible funds, we deployed a number of PR and marketing strategies including:

  • Media relations – press releases, byline articles, PSAs, op-eds
  • Social media – Facebook, Twitter and Instagram
  • Legislator awareness campaign
  • Google Adwords campaign

In addition, we created a marketing toolkit for the funds to use to promote their eligibility and participation in the campaign which included article templates, campaign videos, website content, and offered one-on-one coaching to brainstorm additional opportunities and ways to increase outreach effectiveness.

Highlights

The campaign received press coverage in publications across the state including multiple stories in the Denver Post YourHub print section as well as in The Durango Herald, The Daily Sentinel and the Pagosa Springs Sun. The increased focus on social media lead to an all-time high in terms of engagement numbers and the Google Adwords campaign outperformed industry standards. In addition, the new campaign video we produced helped to elevate the campaign brand overall.