Branding & Campaigns

Stereoscope conducted a comprehensive brand and strategy audit. We assessed touchpoints, brand consistency, performance metrics, and internal processes. After identifying weaknesses and opportunities, we presented Springboard with findings and recommendations. Together, we developed a robust brand and strategy guide, setting the course for brand evolution. Implementation included redesigning collateral, establishing visual standards and templates for social media, creating sub-brands, restructuring the website, a one full awareness and one mini program-specific marketing campaign, and integrating task management software with a marketing request form used by the other departments. We field-tested new standards through a year-long 175th-anniversary campaign, designing marketing collateral and developing a legacy strategy that aligned with Springboard’s history and goals.

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The campaign material covered everything from video, print (billboards, bus wraps, and city kiosks), and digital advertisements. Our overall concept focuses on a young black male who, after gaining support from his community, triumphs over their opponent in a one-on-one basketball game.

This game represents the internal struggles and stigma faced by many young black men in and around Baltimore and emphasizes the vital role a supportive community plays. Using this story as an example, the campaign calls for the Baltimore community to Jump-In and be a source of support for those struggling around them.

The campaign was executed by creating a set of videos, digital ads, that all led to a set of landing pages. Since the campaign was targeting both potential clients that would be in need of the program services and potential hires for the program, the campaign narrative was split into two directions. The first was centered around the victims of various forms of violence that the program provides needed clinical and case management assistance for, focusing on four main characters experiencing the four main categories of violence the program focuses on. These characters were also placed in various scenes for photography to be used in digital ads and the program landing page.

The second direction of the campaign was a docu-style piece centered on a current case manager in the program to showcase not only how important and fulfilling the work is but how Springboard creates a supportive and pleasant work environment for professionals working with these dire and emotionally taxing situations. To link the two halves of the campaign, various scenes of the video and photoshoot combined these real life professionals with the characters of the program ad video. All the video and digital ad content created for this subject matter lead to a customized career landing page for professionals interested in working in the program to apply.