Horton's Kids

Situation
Summary background of the organization
Horton’s Kids provides comprehensive services to the children of Anacostia, which improve the quality of their daily lives and nurture each child’s desire and ability to succeed. They provide direct tutoring, mentoring, and wrap-around services to children.

Obstacles
The communication challenges faced
This group wanted to tell the full story of being more than a tutoring program—a common misconception. While their participants face many serious challenges, Horton’s Kids wanted a marketing brochure that was compelling in nature and yet maintained a positive tone and style. With two key audiences; potential volunteers and donors, the brochure needed a balance that addressed each with care.

Solution
The steps and solution taken by the CreateAThon team
Unique photo choices were selected to reflect their youthful, playful, expressive tone. The colors were updated to enhance the photos and overall look. In addition, copy was crafted to help paint a better picture of how Horton’s Kids changes peoples’ lives. The text and design aimed to honor volunteer experiences that are distinct and moving contributions. In addition, a brief communication plan was developed to help the group spread their message effectively.

Contact a Basis strategist