Campaign
"Rooted in Tradition and Built to Last"
Reaching a record-breaking $1 million
Oyster Creative Team: Strategy and execution by Megan Clista and Laura Shirley
Challenge
Central Catholic High School’s annual fund drives alumni and community donations to support tuition assistance. During the pandemic, financial hardships increased the need for support, making alumni contributions critical for the 2020-21 academic year. We needed to strike a balance between acknowledging these unexpected challenges while communicating the need for continued support.
Strategic Approach
The “Rooted in Tradition, Built to Last” campaign highlighted Central Catholic's century-long legacy, emphasizing its resilience through generations of Vikings. We created nostalgic visuals featuring flat-vector symbols of key traditions, including the Viking helmet and Lasallian Star, across direct mail, social media, email promotion, and a holiday card. The campaign successfully reminded donors of the enduring value of the Central Experience during uncertain times.
Results
Beyond strengthening this local Pittsburgh community during the height of COVID-19, the campaign helped reach $1 million for the first time ever.
Increase of nearly 200 donations and $36,000 compared to previous fiscal year.
The campaign earned an Award of Merit at PRSA Pittsburgh Renaissance Awards in 2022.
