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fss dollar infographic

This infographic was created at the very beginning of our FSS Dollar Campaign rollout. It was featured as the center spread of our At Ease magazine and provided the initial detailed explanation of what our campaign was all about - where your money goes when you spend with 48 FSS. Our goal was to cement the idea that money spent at our facilities funds programs and activities that benefit the entire base-wide community.

 

This infographic served as the foundation for the campaign and provided all artwork for supplemental marketing on social media, digital screens, and various other advertising channels. The original campaign was created with older branding. I was asked by my director to update it with the current branding.

The infographic was published in the At Ease Magazine as a two-page spread. For this reason, the design is slightly off-center to account for the center fold. This infographic explains how money is distributed throughout a Force Support Squadron providing customers with discounted trips, free classes and seminars, DIY workshops, and big base events.

Artwork was created in Adobe Illustrator and the infographic was put together in InDesign

This campaign was a 2022 MilMark Award winner for brand activation.

Click to see the case study (with the previous branding)

Click to see the FSS Dollar blog and video. The video was inspired by The Office and Michael Scott's commercial for Dunder Mifflin. Our marketing department operated on a limited budget requiring us to make use of our staff members for everything from design, to filming, and acting in our short videos. Somehow, I wound up being the star of this video.

breaking it down

Each component of the infographic needed to provide a clear and easy-to-follow visual explanation of what our squadron does. I chose to break it down into the various programs and activities the squadron offers. I started with a central component and worked out from there. 

Each section required a concise explanation of how the FSS Dollar was a benefit to our customers. I used line to direct the eye along the path to each explanation. The circular shapes and layout mirrored our logo design and promoted the idea of a dollar cycle
that makes its way back around to
the customer.

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promotional video

This video started out as an idea by our commander to show how the FSS Dollar cycle worked. After hearing my team describe her request, I came up with the idea of creating a parody of Michael Scott's commercial promoting Dunder Mifflin Paper Company on an episode of The Office. Our marketing department operated on a limited budget requiring us to make use of our staff members for everything from design, to production, filming, and acting in our short videos. Somehow, I wound up being the star of this video.

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Results

We gauged our results based on social media reach, website traffic, and surveys at the beginning and throughout the campaign. 

 

Over the two-month period after the FSS Dollar Campaign launched, 48 FSS saw an increase in Facebook reach from an average of only 12.5k a month to a reach of 19.2k. Their followers also increased by 500 in the two-month period since the campaign began. The website saw a 74% increase in traffic, with a large portion of that directly coming from blog hits on the FSS Dollar Campaign entry, as well as social media grabs directing consumers to the website. 

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