Cultural Alliance – #CultureHappensHere Campaign
INDUSTRY:
Non-Profit
SERVICES:
– Strategic Planning
– Campaign Creative Concepting & Development
– Content Strategy & Messaging
– Graphic Design
– Digital Marketing
– Media Buying
– Outdoor Advertising
– Social Media Strategy
“We came to GRIT with a big ask – how do we remind people that arts & culture are an important part of what makes us each uniquely special, and do that in a way that it can be customized & adopted by our various cultural partners? #CultureHappensHere accomplished both goals and more. It is a stand-out brand for the Cultural Alliance that also unites our creative community across York PA. It has endless possibilities to represent all facets of what makes our culture unique; that helped make adoption by our community and for all our communications so effortless.”
-Kelley Gibson
President, Cultural Alliance of York County
A Comprehensive Campaign to Discover and Share York’s Culture
Cultural Alliance of York County (Cultural Alliance), a non-profit organization committed to bringing arts and culture to York County’s residents, knows first-hand the diverse, unique, and rich cultural experiences that exist within the York community. From history and art to food and fashion, the Cultural Alliance tapped GRIT to craft a compelling campaign encouraging community members to discover and share these experiences with one another. The result the #CultureHappensHere campaign.
Fill in the Blank
GRIT introduced a unique campaign narrative with a fill-in-the-blank statement: This isn’t just… [Fill in the Blank], it’s our culture. The concept is simple, adaptable, and engaging. It gives Cultural Alliance flexibility to showcase all aspects of York County’s rich culture while encouraging community members to think about their own experiences and how these moments add to the fabric of York County.
Spotlight on Community Members
The entire foundation of the #CultureHappensHere campaign is built on the idea of sharing with each other. To support this foundational aspect, GRIT developed a blog series featuring three community members giving each an outlet to share their story and impact on the York community, along with their favorite cultural happenings and cool finds. The GRIT team managed the entire process from interviews to published content.
Built to Share
A core component of the #CultureHappensHere campaign is discovery, and this opportunity was a perfect scenario to establish a branded hashtag. Hashtags are an accessible tool — we all know how to use them to share or search for content we’re interested in — making it a perfect vehicle to share cultural experiences from across York County. Engagement with the hashtag helps to build awareness, boost visibility, and create a sense of community.
Digital Billboard Series
Core Campaign Deliverables
For the #CultureHappensHere campaign, GRIT:
Crafted a campaign theme with a compelling narrative, striking campaign brand of vibrant colors and geometric shapes, all rooted in the Cultural Alliance brand story.
Launched a landing page to encourage website visitors to explore the campaign, discover the hashtag, and make new cultural discoveries through the featured blog posts, links to partner websites, and a culture personality quiz.
Developed a digital ad series to drive traffic to the #CultureHappensHere landing page and community member blog spotlights.
Designed a digital billboard series to showcase the diverse and unique cultural happenings from your niece’s dance class to your favorite art exhibit.
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