Build This Town Campaign Development
In 2016, the Columbia Parks & Rec Coalition set out on a huge project: they needed to raise millions of dollars to build a first-in-the-state agriculture park.
Their ambition called for a powerful campaign — ask and you shall receive.
Work created at Hoot Design Company
Strategy + Design
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Strategy + Design •
First thing’s first: Naming and branding
Initially, the coalition wanted to call themselves (and the campaign) Friends of the Farm. But that’s not a rallying cry—it’s just an abstract statement.
I floated the idea to present new, campaign-specific names to the client, and they chose my concept: Build This Town. It’s a powerful call to action that inspires grassroots enthusiasm and big-donor buy-in.
Next I created Build This Town’s complete brand identity, including their logo, color palette, typography, design assets, and image styling.
Campaign Language
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Campaign Language •
Next up: Powerful phrasing
To accompany the campaign’s energizing name, Build This Town needed powerful, punchy brand messaging to get people on board. I created phrases to be used throughout campaign materials, including:
Our food. Our families. Our future.
It’s time to build this town. Together.
But Columbia can’t do it without you.
Copywriting
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Copywriting •
Copy that hits home + design that packs a punch
The crew behind Build This Town are experts in agriculture, public health, education, and more. They know a lot, and are passionate about spreading their message. Expertise is important. But it’s not always accessible.
I was responsible for making sure we translated their knowledge into accessible copy that inspires action. I collaborated to craft sales sheets, brochures, and other campaign materials, overseeing other copywriters and writing much of the copy myself.
Next: Written communication becomes more powerful when paired with powerful design. I was responsible for designing the sales sheets, brochures, and other campaign materials myself to bring the message to life.
Website
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Website •
Driving donations online
Finally, Build This Town needed a website that spread awareness, represented their brand, and allowed anyone to donate online. I was responsible for copywriting, designing, and building the campaign’s website.
Finally: the sweet smell of success
And guess what? The campaign succeeded! The agriculture park hit its campaign goals, broke ground, and is now fully functioning in all capacities, serving the mid-Missouri area’s farmers, producers, learners, young minds, and local shoppers. Cheers to building this town!
Do you have a project that needs to find growth?
Get in touch to talk it over!
