The success of our campaign was recognized at the Association of Junior Leagues International Convention in Dallas, Texas, on May 13, 2021. Communications VP Karmel Harper was selected to present our campaign to share with other Leagues from around the world.
In January of 2022, the Junior League of Salt Lake City re-introduced itself in the Salt Lake City market in a big way. Although we did not have a large budget for a branding campaign, ironically, the decreased spending due to pandemic guidelines – such as the lack of in-person meetings and travel expenses – freed up unrestricted funds to give us a budget of $10,000 toward a two-month advertising campaign in January and February 2022.
JLSLC partnered with Salt Lake City’s Fuel Marketing, a primarily women-run advertising agency with exceptional expertise and strong media relationships. Fuel Marketing founder, Donna Foster, said, “We deeply understand the Junior League of Salt Lake City’s mission for building better communities and are honored to amplify their message, spread their purpose, and help empower women.”
As the majority of advertising campaign budgets go toward the high cost of media space such as TV commercials, JLSLC initially planned to use already created assets and commercials from the “Unstoppable” campaign produced by the Association of Junior Leagues International. We thought we could not afford to film a new commercial. However, Fuel strongly believed the message needed to be localized, using actual JLSLC members. Within a matter of five days in November 2021, just prior to the hustle and bustle of the holiday season, JLSLC gathered various members to appear in the commercial, printed “Moving Mountains since 1931” T-shirts for the filming, and spent a day at Salt Lake City’s Impatient Cow Productions, to film.
The members who showed up represented the diversity of the Junior League of Salt Lake City and the breadth and scope of our membership. The group included members of all backgrounds and ethnicities, from current and new members to sustainers who have been with JLSLC for decades. Michelle Mendoza said, “Shooting the commercial was such a fun experience! As someone who is pursuing a career in marketing, this was such a great way to see the other side of advertising and content creation. I feel grateful to have been a part of such a big milestone for JLSLC.”
The commercial ran on Salt Lake City’s top TV network, KSL, as a public service announcement and paid media. Thirty-second spots and 15-second spots aired on TV, as well as on social media. JLSLC’s president, Whitney Fenech, also appeared on KSL’s lifestyle show, “Studio 5.” Our campaign resulted in over 1 million Women, Age 21+ impressions and two full-capacity Prospective Member Open Houses for the Spring Provisional class.
Although we were limited in the scale of our service projects, they were still highly impactful by mobilizing volunteers, including community partners, and contributing to the JLSLC members’ growth. The success of our campaign was recognized at the Association of Junior Leagues International Convention in Dallas, Texas, on May 13, 2021. Communications VP Karmel Harper was selected to present our campaign to share with other Leagues from around the world.
Harper said, “The impact and strength of our Moving Mountains branding campaign presents the Junior League of Salt Lake City as a pillar in the community for over 90 years, while also conveying hope, leadership, optimism, diversity, inclusion, and joy. It has contributed to a reinvigorated Junior League of Salt Lake City we plan to build upon and grow.”
Scan here to watch our Moving Mountains campaign:
https://vimeo.com/impatientcow/review/655541029/c82944e99b
