Project Brief
City Year celebrated 10 years of service in Tulsa, Oklahoma. Back in 2014, City Year AmeriCorps Members served students in two schools for the first time in Tulsa. Fast forward to today, over 23,000 students across 19 schools have received support from Corps Members to unlock their full potential. City Year Tulsa wanted to celebrate A Decade of Student Success and increase brand awareness by launching an out-of-home marketing campaign.
The Golden Driller, a 75-foot landmark at the Tulsa Expo Center, wore the signature City Year red jacket to promote 10 Years of Student Success. Red jackets are worn by AmeriCorps Members in the schools and are a symbol symbol of commitment, optimism, and service to a cause greater than self.
User/Audience: Tulsa Public Schools students, families, partners, and the greater Tulsa community
Scope: Art Direction, Marketing, Project Management, Event Management
On February 9th, City Year Tulsa held a press conference at the base of the iconic Golden Driller statue to share the continued success of the program and publicly announce the 10th Birthday Bash.
Video was filmed and formatted for social media by a videography contractor.
Results
The Golden Driller was a huge success and increased brand awareness among the Tulsa community. The advertisement made over 10,000 impressions to the public in one month, and encouraged many partners and donors to make or complete their pledged donations.
The press conference and advertisement also gain the attention of several local news stations:
Channel 8 News – Golden Driller dons City Year red jacket to mark a decade of student success in Tulsa
Fox 23 – City Year Tulsa gives the Golden Driller statue a new look
News 9 – Golden Driller to Sport New Look in Celebration of Student Success
News on 6 – Tulsa’s Golden Driller Wears Red Jacket to Celebrate Partnership Between Nonprofit and TPS