Tidewell Foundation
Raising money and awareness for Florida’s biggest non-profit hospice
I helped rebuild the Tidewell brand. Then I created content and campaigns to help them grow.
A hospice isn’t the easiest brand to build. That’s probably why most hospices look the same.
When agency CHALK 242 had the chance to rebrand Tidewell Hospice, and the Foundation that supports it, we did something different.
Bright colors and a warm voice breaks through in a dreary, blue-and-white medical landscape.
We helped them raise more money, launch new programs, and build credibility with their donors.
Print & Digital Ads
I conceived and wrote several ad campaigns for Tidewell over the years, leading to higher donation totals and greater awareness.
Since we built the brand ourselves, the ads were a natural outgrowth of our overall approach.
Magazine ads, OOH, and digital ads all drew on the same messaging map and content strategy that we’d established from the start.
Direct Mail
We built a breakthrough direct mail campaign that earned an influx of new donations.
The direct mail campaign went so well that we repeated it the next year.
The second time around, we built a new campaign around “local gems,” drawing attention to leaders at Tidewell and in the community (and raising money in the process).
Impact Reports
I planned and wrote quarterly community impact reports, Tidewell’s financial-cum-branding document for donors.
Message map
Long-form content became a source of evergreen stories, which informed our ad campaigns and social content.
Emotion first
When you’re working with a client who makes real positive change in the community, it’s easy to tell compelling stories — and those are the heart of any brand.