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Express Personnel Services
Children’s Miracle Network fund-raiser guide
Background:
Express Personnel Services is a staffing services firm with headquarters in Oklahoma City and 180 franchises across North America. Express is a proud fund-raising partner to Children’s Miracle Network, which is a non-profit organization that provides funding to children’s hospitals.
Express provides its franchisees with a fund-raiser guide every three years to explain how franchisees can get involved in supporting Children’s Miracle Network. As the company’s most-recent guide had become outdated, Express asked 20 Hats to design and write content for a new and improved, 24-page fund-raiser guide.
Objectives:
- To create a piece that will stand out from all the other information franchisees receive upon opening
- To create an emotionally-appealing design that would fit with Express’ corporate look
- To include photos and stories of children who had been helped by CMN and who were involved some way with Express
- To provide step-by-step instructions for holding a fund-raiser so that franchisees were not overwhelmed by the idea
- To convey to franchisees that 100 percent of the money they raise for CMN stays in their own communities
- To educate Express franchisees about CMN and encourage them to educate others about CMN as well
- To increase the number of Express franchisees who hold fund-raisers for CMN
20 Hats used full-bleed images of children through the fund-raising guide to emotionally involve the guide’s readers. 20 Hats included the biographies and images of five children who were treated by CMN and also involved some way with Express to convey the close-to-home realities of ill and injured children. A step-by-step guide for setting up a fund-raiser and a calendar of fund-raisers were included to convey that holding a fund-raiser for CMN would be doable. Endorsements for supporting CMN and letters of appreciation from Express franchisees and community leaders were included to further encourage franchisees that holding a fund-raiser in their own communities would be feasible. In addition, 20 Hats suggested to place all information found in the fund-raising guide on a section of the Express Web site so that the information can be updated more frequently than the guide books are updated.
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