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 YouLeadYouLead was looking for a new campaign to increase membership and awareness about their overseas volunteer placements. They needed print ads for magazines, trade show booth graphics with collateral, websites and web software solutions. In short they needed a traditional print and modern digital campaign all organized under a cohesive marketing concept. Starting with a Brand Analysis, Rogue uncovered YouLeads key messages and developed a series of concepts to address each message all defined by a unifying visual theme. Next we developed a series of online tools designed to promote membership and keep information current. The new YouBlog system allows staff to easily post new stories and allows regular users to post comments of their own. Advanced admin control allows staff to add key words for in-site searching as well as key words that target search engines. Stories from around the world as posted into database driven country pages to help cross-pollinate site information. The site also hosts several other web software services such as a dynamic application system tied to global user permissions allow different levels of staff and organization to contribute to YouLead while allowing them to edit and view only aspects of the system that YouLead intends. The result is a well-defined marketing campaign that works from print ad, to tradeshow floor, to web user integrated into the heart of YouLead business systems. Visit the website at http://www.youlead.org  |