Catholic Charities, Archdiocese of New York: Find Help App Campaign
Dark City Digital was engaged by Catholic Charities of the Archdiocese of New York City (CCANY) to design a complete marketing campaign to communicate and drive visibility for their new free Find Help native app.
The campaign was designed so that CCANY could raise visibility for their services through the app across mutiple communications channels. For this project, we created banner stands, posters, fact sheets, numerous social media posts and cards, a responsive landing page and app interstitial pages that appeared on their website. We also partnered to created a short promotrional video which can be viewed below.
The Find Help app offers users access to Catholic Charities’ vast network, including contact information and maps for all resources. If there is not an appropriate Catholic Charities program or site available, the app will direct users to other resources that can help address their needs. Highlighting four key service areas:
- Find food
- Find housing
- Locate substance abuse and recovery centers, and
- Assistance with immigration issues.
Editorial and Visual Style Guide
Kicking off the campaign, we set out to articulate and establish both a language and visual direction to the campaign based upon CCNY’s own vision for their organization and their mission statement to carry out that vision, something they never had for the branding. After establishing the key messages and visual direction to build consistency across a multi-channel campaign, we made sure that it would echo their own sentiments about the people and the communities around them. Our overarching focus was firmly on communicating solutions and illustrating hope to people in need.
The print-portion of the campaign specifically targeted family, friends and social workers that they could easily Find Help for anyone in need. We placed posters and banner stands in prominent locations that served to catch attention and raise awareness to the needs present in NYC.
We used elements created in the app to communicate through several digital channels that included social media posts and cards, a responsive website app landing page, an interstitial app page, and a brief video.
In partnership with Ronan & Ronan Productions, Dark City Digital developed and created a promotional video for the Finding Help App for use across the web and digital channels. Services included were; scripting, story boarding, animation, voice narration, editing creative direction and all execution aspects.
About Ronan & Ronan
Since 1986, Ronan & Ronan Productions has produced hundreds of broadcast TV segments, corporate and marketing videos and many non-profit video projects too. Co-owners, Debbie and Kevin Ronan are accomplished producers as well as “storytellers”, in fact, they’ve won a total of 8 Emmy Awards for segments they’ve produced on the PBS-TV show Classroom Close-up NJ.