Case Study: How AmeriCorps Used a Story-Based Marketing Approach for its 20th Anniversary Rebranding
Non-profits of all sizes face the same challenges: reaching new audiences and connecting them to the mission, engaging a community of supporters, and donor retention. Even for the national organization AmeriCorps, which has a longstanding reputation of creating impact in communities around the country, awareness was still a major issue.
The organization knew that it had to connect with Americans in a much more powerful way by branding AmeriCorps as cooler to young adults so that national service becomes more widespread. More specifically, AmeriCorps executed a story-based marketing campaign in celebration of its 20th anniversary and did so by raising public awareness through strategic messaging and digital engagement.