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Office of Personnel Management: Combined Federal Campaign Marketing & Outreach

As a younger generation of millennial employees replaced the retiring Boomers in the Federal workforce, the CFC struggled to retain its relevance. This generational transition, among other factors, led to a persistent decline in fundraising outcomes since 2008’s Great Recession. Declining results and the rise of data-driven marketing propelled the decision for a “new” CFC. 

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Social Media Video Campaign

One of the many successful campaign themes, we created the CFC Brown Bag Challenge highlighting social media posts and video support of participating individuals. The campaign implemented a custom hashtag, and branding elements specific to the challenge.
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Video: "Thanks4Giving Friday" Campaign

With the onslaught of Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday spends, we created "Thanks4Giving Friday" to continue the idea of thankfulness (day after Thanksgiving), reminding donors of those in need prior to outspending on the various shopping days ahead. The campaign implemented a custom hashtag, and branding elements specific to the campaign. Videos were run on each zone website, and in paid social media ads.


Social Media Strategy

We take a customized approach to social media campaigns, providing concept, design, and implementation. We create opportunities like this, to engage donors and charities in support of the various charities and causes represented within the Combined Federal Campaign. 

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In the fall of 2018, we partnered with Salesforce® to configure an analytics solution that could deliver the needed insight and answers to OPM, delivering stakeholders with the first comprehensive, real-time analytics on CFC campaign performance.

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Custom Facebook Tabs

We take social media capabilities to another level. With a thoughtful approach to custom tabs, we can help any organization develop an inviting, informative, well-organized, custom Facebook page containing links to Instagram & Twitter, feed-in HTML pages, run contests, and so on.

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Video Production

Recognizing a valuable opportunity to communicate with our CFC charities on a variety of CFC topics, we created a 7-part video interview series covering important campaign issues, tips, and updates. 

In many ways, the new CFC is shorthand for a digital transformation. This transformation began in 2017 with the introduction of an online, donor pledge platform (aka charitable giving transaction engine).  This consolidation effort was foundational but just the start of the journey. If OPM wanted to rekindle brand relevance, the CFC also needed to become more stakeholder-centric. Fortunately, the new pledge platform delivered on data. And data enables change. 

Enter Kaptivate. In 2017, OPM selected Kaptivate as the program's Outreach Coordinator. The role entrusted Kaptivate to manage the CFC's marketing and outreach effort in 13 geographic zones covering 30 states and over 3 million federal/military workforce members and retirees. The challenges facing the program were existential but recoverable. Although CFC stakeholders believed change was needed, few stakeholders could define what that change should be. We knew the answers to a more relevant and efficient program lay in the data. In the fall of 2018 we partnered with Salesforce® to configure an analytics solution that could deliver the needed insight and the answers. Within eight weeks, using Salesforce Service Cloud and Einstein Analytics, we designed multiple dashboards to provide program stakeholders with the first comprehensive and real-time analytics on campaign performance. 

Our story is not over but a happy ending is in our sights. By using analytics to give charities insight into the donor marketplace, and gamifying analytics to re-engage donors in an entertaining, philanthropic experience, we have begun to improve the participant journey and the program's trajectory.


Project Highlights

National Marketing Campaign Management

Strategic Communications

Earned Media Strategy

Training & Instructional Design

Digital Marketing & Fundraising Analytics

Multichannel Advertising & Media Buys

Website Development

Direct Response & Direct Mail Marketing

Event Management

Choice Architecture

Copywriting, Infographics, & Graphic Design

Talent Acquisition