Barbara McCarter, Appleby's Director, Marketing
Field Day Inc. has been hired by Appleby College to create a fundraising communication campaign in support of the school's upcoming alumni initiatives.
Appleby College, located in the heart of Oakville, Ontario, selected Toronto-based Field Day in early November 2003, based on the merit of their work for the Toronto Raptors 2003-2004 season campaign.
The college plans to build a world-class sports complex that will feature an athletic centre, living history walkway and the new Alumni Club. Field Day is currently developing a multimedia campaign that will reignite the passion of alumni for their alma mater. The goal of the campaign is to inform alumni of the upcoming building projects, including their impact on faculty and students (past, present and future alike), and to inspire their involvement in these new developments.
The main component of the campaign is a multimedia presentation that will be used by members of the alumni association in one-on-one meetings. It features a series of nostalgic images paired with inspirational words and the school's song, Guide Me, O Thou Great Jehovah. The presentation ís theme, "Inspire", evokes a sense of pride and tradition, and excites the alumni with the prospect of being involved in the school's future. In addition, Field Day is creating a leave-behind brochure that incorporates relevant information on the initiatives as well as an easy-to-follow donation form.
Field Day's ongoing work with the Toronto Maple Leafs over the past four years has been an asset in helping connect Appleby's audience with the institution's rich history and tradition. Working with the Maple Leafs, Field Day has come to understand and appreciate the emotional ties associated with legacies. They have parlayed this strategic understanding into the design and layout of the college's communication pieces.
"We approached Field Day because of their highly emotive work in sports marketing, but they impressed us with how quickly and thoroughly they understood our specific needs and audience," said Barbara McCarter, Appleby's Director, Marketing Communications. "Field Day's team was highly responsive and delivered a product that was on target and effective."