From the moment we first heard about Bendable we wanted to be part of it. Critical resources made free for all community members? Sign us up! As a lifelong learning platform committed to being accessible to all, Bendable was conceptualized by the Drucker Institute and brought to life at the local level. All they needed, was an audience.
The first city to adopt Bendable, aptly South Bend, IN, brought the platform free to residents through a partnership with the local library. Well in advance of the launch, Kilter was brought in to help get the word out. Working closely with Drucker Institute and their partners on the ground, we developed a creative strategy that drove awareness through a carefully charted sequence of illustrated ads, animation and tv spots, and photographic promotions to reach all 102,000 South Bend residents. The campaign rolled out across TV spots and targeted digital and print ads, newspaper, local fliers and posters for our partners, and pivoted quickly into new mediums as the pandemic continued to throw us curveballs. Launching in South Bend in early June, Bendable saw hundreds of signups within the first few days, and interest continues to swell as more events and skill-based learning classes are added everyday.
“No matter how strong a social innovation is, it won't have an impact if you simply build it and expect people to use it. You need to market it in a really smart way. Kilter has proven to be absolutely masterful in marketing our lifelong learning initiative, helping us build a clear and compelling case for how it will improve people's lives. The Kilter team's insights and creativity have been a huge part of our success!”
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