Between July 1, 2022, and June 30, 2023, 3,309 individuals received navigation and case management supportive services, and over 10,000 people received information about services and community resources.
About the Business
HACES is a nonprofit based in Lake County with 20 years of experience providing navigational support and expertise. Department of Justice-accredited, HACES specializes in immigration law and offers expert guidance on immigration cases. Operating on three pillars—legal, education, and health—HACES divides its services to address different aspects of clients’ lives, aiming to improve their overall quality of life.
My role
Marketing & Development Coordinator oversees the marketing department and creates all event visuals. Assisted by a marketing intern.
Project Date
December 9, 2023
Project Duration
Four months
Project Brief
Following the COVID-19 pandemic, HACES’ goal was to return to in-person galas, signaling HACES’ return to conducting business in person. “Under the Same Moon” was a theme created by board member Ivan to bring the community together again after the pandemic. This theme reflects the idea that, no matter where we are, who we are, we all look up at the same moon and share our hopes and dreams with it. It was also inspired by the movie “La Misma Luna.” “Under the Same Moon” targeted the business community, including partners, corporate sponsors, organizations, and nonprofits. It was our goal to raise a net profit of $15,000.
Phase 1: Gathering Requirement / Research
01
Gathering Requirements
Empathized with stakeholders
Defined stakeholders expectations
Understood project goals/scope
Empathized with stakeholders
Stakeholders were interviewed and shared the following about their intentions and goals for the gala:
Board Members
“To engage in creative marketing efforts in an effort to raise the awareness of the HACES brand in the community. By doing so, hopefully to make prospective clients aware of HACES services and also to convince prospective donors of the worth of financially supporting HACES.”
“It should feature HOPE and also families gazing up at a Moon symbolizing their connection and that we all share the same moon.”
“We can do more in the area of outreach, especially those that have many contacts in the community.”
Executive Director
“It is time for HACES to reestablish its presence in the community and extend a warm welcome as we emerge from the COVID-19 pandemic. We have officially resumed providing in-person services.”
Defined stakeholders expectations
Stakeholders expressed interest in reintroducing the annual HACES gala in the post-COVID era to signify that HACES is now resuming complete in-person services. Stakeholders were excited to boost HACES’ visibility within the community through:
Community Engagement and Outreach
- Attracting local businesses and potential clients through in-person networking
Reaching new audiences who follow HACES’ social media campaigns, especially those featuring success stories
Marketing and Brand Presence
Showcasing HACES through printed materials like postcards
Displaying those materials in local businesses and display boxes throughout Lake County, further increasing community awareness
Understood project goals / scope
The marketing department is responsible for creating visuals that align with the event’s theme, Under the Same Moon, and managing efforts to sell and promote admission tickets and sponsorships.
02
Research
Based on the stakeholders’ vision, I researched the different types of moons.
The Board Members wanted to create a creative event that would be eye-catching and attract the community. They envisioned the following moons as sponsorship levels:
- Full Moon
- Lunar Eclipse
- Flower Moon
- Blue Moon
- Crescent Moon
- Stars
I researched each moon type, learning about its cultural significance and the season in which it is observed. I studied the anatomy of the moon by going to the Adler Planetarium in Chicago. Conducting research enabled me to create an accurate visual representation of the moon, while also honoring the cultural meanings associated with each moon type. Visiting the Alder Planetarium was inspiring. While there, I studied their presentation of visuals and reflected on my own experience while interacting and absorbing information. I was inspired to create an experience for future attendees of the Under the Same Moon gala, utilizing visual and motion graphics.
Notes
Phase 2: Visual Identity Development
Project Overview
As an HACES employee, I began marketing “Under the Same Moon” four months before the event. During this period, I created graphic designs and video materials while advancing ticket sales and sponsorships. “Under the Same Moon” was paired with our Giving Tuesday campaign to maximize donations. HACES was given a match from the Healthcare Foundation of Northern Lake County during the giving period from November 21 to December 19.
Graphic Design
- Visual Design
- Postcard Invitation
- Sponsorship Form
- Event Signage
- Program
- Powerpoint
- Letterhead
- 5X5 QR Code Cards
Videography
- Social Media Testimonial Promo Video Teasers
- Under the Same Moon Client Testimonial Video
Marketing
- Social Media Marketing
- Email Marketing
- Sponsor Form
- Above the Fold Image on Website
- Facebook Event Cover Graphic
- Ticket Event Site
Events Brand Language
Join us for a night of elegance and purpose at our end of the year fundraising gala, Under the Same Moon! As we approach the close of another remarkable year, we invite you to celebrate with us in style while making a meaningful impact.
Your presence at our gala will not only mark a fabulous night of joy and connection but also contribute to our mission’s continued success.
Between July 1, 2022, and June 30, 2023, 3,309 individuals received navigation and case management supportive services and over 10,000 people received information about services and community resources.
HACES’ mission is to provide the expertise and navigational support for immigrants and new citizens to become knowledgeable, empowered members of society. Together, we can amplify our impact and create positive change that resonates far beyond this evening.
Date: Saturday, December 9, 2023
Time: 6:00 – 9:00 p.m.
Venue: Greenbelt Cultural Center, 1215 N. Green Bay Road, North Chicago, IL 60064
Secure your spot now and be a part of this extraordinary celebration with a purpose. We look forward to sharing this unforgettable evening with you!
Event Highlights Include:
Logo
A Spanish and English logo was created using the typeface Dulcinea.
Color Palette
Gradients
By combining a color from the color palette with white to create a radial gradient, four distinct gradients were created.
A freeform gradient using five different colors from the color palette.
Visual Elements
The visual elements depicted were used repetitively in all the designs to create brand awareness. I drew the different moon types on my iPad using Procreate.
Two majestic, dreamy scenes were created on my iPad using Procreate. From the scenery, I took color samples to make the color scheme. I enjoyed experimenting with different brushes and effects in Procreate.
I used a viewfinder to focus on different parts of the scene and turn them into individual designs. This approach made each design feel like a piece of a larger whole, helping to maintain consistency in the theme across all promotional materials.
Summary
In marketing this event, the brand language, logo, color scheme, and visual elements were used consistently, resulting in a strong visual identity.
Phase 3: Marketing
To market the Under the Same Moon Gala, both print and digital tools were utilized.
Print marketing materials were created, including:
- Invitation
- Sponsorship Letter
- Envelope Design
- Squared QR Slips
Digitally, I:
- Set up a branded landing page
- Marketed on Facebook and Instagram by creating posts, stories, and an event page
- Marketed the event on the HACES webpage by creating a banner for the homepage slider
- Created promo videos
Mailings & Marketing Materials
One hundred invitations were sent to HACES’ closest contacts. The mailed invitations included a custom envelope design, a postcard invitation, and the sponsorship package below. Postcard invitations were physically hung on community boards around businesses in Lake County.
Small square slips were given to community members during outreach events, networking events, and to in-office clients. Their compact size made them easy for in-person stakeholders to keep and refer back to later.
Ticket Site
When I started my role at HACES, TicketSignup was being used as their ticketing platform. The platform had the capabilities of creating a landing page with tabs that could be used to spread information. Using the visual branding of the event, I made a landing page for the Under the Same Moon Gala.
The ticket site features a homepage with call-to-action (CTA) buttons at the top to encourage ticket sales and donations. It features an “Info” and “Become a Sponsor” tab for those interested in learning what to expect at the event and learn more about sponsorships. Lastly, there is a Sponsor/Entertainment tab for an additional marketing opportunity, highlighting sponsors and entertainment that gave or were part of the event.
View the landing page in 60 seconds below
Digital Banners
Reaching all audiences invested in the HACES mission was essential to me and my team. I marketed to all the digital outlets where we had an existing presence, including the HACES website, ticket site, the company’s Facebook business page, and a Facebook event page. When marketing on the HACES website, I created a call to action so that users would click on the image and be directed to the ticket site to purchase a ticket or sponsor electronically. On Facebook, I wrote a description that included the link to the ticket site.
Email Marketing
A total of twelve email newsletters were explicitly created to promote the Under the Same Moon Gala. Additionally, the gala was featured in two other general monthly newsletters.
Interact with the newsletter above! Hover near the bottom right corner of the newsletter to zoom in, zoom out, or enter full screen.
Featured the event.
Exclusively showcased event details.
Social Media Marketing
4 months of marketing campaigns with varying posting frequency:
- 4 months prior: 1 post
- 3 months prior: 5 posts
- 2 months prior: 6 posts
- 4 weeks prior: 2 posts/week
- 3 weeks prior: 2 posts/week
- 2 weeks prior: 3 posts/week
- 1 week prior: daily posts
- Final posts: 3 days, 2 days, and 1 day before the event
- Follow-up ‘Thank You’ post the following Monday
Posted a total of 36 posts.
Phase 4: The Event
Signage
The Program
Threads of Hope Powerpoint
Threads of Hope Client Testimonial Video
Outcomes
A “Thank You” letter was sent to our supporters after the event. The design continues to carry the event’s brand.
In total, 114 tickets were sold, raising $23,130. After expenses, the event brought in a net profit of $16,865. We welcomed 125 attendees. Following the event, the Giving Tuesday campaign continued through December 19. Throughout this period, all social media and email marketing efforts continued to feature the imagery and branding of the Under the Same Moon theme,
Personalized Certificates of Appreciation were sent to our supporters who made a monetary donation.