November 20th, 2014
Operation C.O.Y. (Coaching our Youth), a residential sports camp for at-risk, adolescent males, received the highest number of votes for Verdin's first-ever 24-Hour Give. A week before the kickoff, they were notified and given homework to complete so that we could dive right in at the start of the event. We were nervous but excited as we headed into work at 8am on November 20.
The day began as we always begin work with new clients: with an intake session to learn this organization inside and out. We assembled our findings into a brief to capture what we had learned, and got client approval to ensure we had an accurate understanding of their position in the community. The steps that followed were an expedited version of Verdin’s propriety branding and messaging process, the Verdin 360.
Over the next 24 hours, Verdin and a team of community partners created a new logo, stationery, brochure, print and digital ads, social images, television and radio PSAs to the renamed Op C.O.Y. An amazing team of sponsors kept us going with meals and snacks throughout the day, pizza at midnight, a yoga session and massages when we needed brain breaks. The next morning at 8am, the bleary-eyed but energized Verdin team presented to a teary-eyed and overwhelmed client a comprehensive marketing plan and digital and printed versions of all that had been developed for them.
Through this event, Verdin was able to donate more than $80,000 together with our partners and sponsors to Op C.O.Y. to further their efforts in helping at-risk youth. Media donations continued into 2015 to raise further awareness and funds for the organization. We felt incredibly grateful for the partnerships of local businesses to make this crazy idea a successful reality. And we were honored to earn the Public Relations Society of America Campaign of the Year Award for our work with Op C.O.Y.
“In addition to getting to know and work with the wonderful staff at Verdin, one of the most rewarding aspects was the tremendous boost in confidence and pride that we received from the rebrand.” – Gary and Donna Davis, Directors of Op C.O.Y.