Background

The University of Texas at Arlington’s Advertising Campaigns course partnered with United Way of Tarrant County to create 2 campaigns for two program areas - the Area Agency on Aging (AAA) and the Volunteer Income Tax Assistance (VITA) programs.

United Way of Tarrant County aims to provide leadership and harness resources to solve Tarrant County’s toughest social challenges.

unite 2 know the way

Our 5-person agency, AdValue, developed the ‘Unite 2 Know The Way’ campaign. This campaign houses both AAA and VITA’s respective campaigns under a unified vision to connect Tarrant County residents to resources they may need.

VITA’s “With U” campaign is divided into 2 target audiences: clients and volunteers. Each sub-campaign aims to establish consistent bases in each audience.

WITH U

The creative recommendations, executions and deliverables included:

• Client Deliverables:
  
• Direct Mailers + Mailing List
  
• Partnership with UTA’s student publication The Shorthorn
  
• Spotify Ads in both English and Spanish
  
• Volunteer Deliverables:
  
• 3 Print Ads/Posters
  

This campaign was inherently awareness-driven, since lack of awareness for the Volunteer Income Tax Assistance Program was its biggest marketing pain-point.

All deliverables include a ‘U’ element. United Way Tarrant County’s signature monogram is heavily integrated into their existing marketing material.

CLIENT DELIVERABLES

To target individuals in Tarrant County that need VITA’s services, a mailing list with an accompanying direct mailer flier was created to send to zip codes with a 30% or more Asset Limited, Income Constrained, Employed (ALICE) Population.

SPOTIFY AD (ENGLISH)

SPOTIFY AD (SPANISH)

VOLUNTEER DELIVERABLES

These volunteer fliers + accompanying social posts are to increase volunteers for VITA.

We split the volunteers into 3 groups:

1. Student Volunteers
   
2. Spanish Interpreters
3. Community Involvement

Two of the fliers include QR codes that take the scanner to the website with the requirements. The interpreter poster doesn’t have a QR code because those interested email or call United Way to sign up.

VISIT THE AAA ‘ACCESS = SUCCESS’ CAMPAIGN HERE