Deepening engagement through effective outreach.

Lilly Endowment helped launch the Indy Summer Youth Programs (ISYP) more than three decades ago to help local youth-serving agencies improve the access to and quality of their summer programs. Since then, the Endowment turned to Borshoff to help improve engagement through more effective communications and marketing programs. Borshoff conducted extensive qualitative research with ISYP stakeholders encompassing program staff, teachers, guidance counselors, parents and kids. The intent was to explore how programs currently conduct outreach to targeted audiences, the effectiveness of their efforts and their challenges.

Using findings from that research, Borshoff created a campaign designed to encourage families to enroll their children in summer programming. Digital, social media and owned channels were used to promote summer programming in targeted geographies. Campaign imagery and messaging were created in alignment with the changing COVID-19 realities for summer programs.