Every two seconds, someone in the United States needs blood.

Here in Northeast Florida, LifeSouth Community Blood Centers is the nonprofit blood bank that ensures local hospitals have an adequate blood supply to treat patients every day. As the organization continued to grow across the region, it wanted to improve its marketing and branding efforts. Already a longtime partner of Wingard for public relations, LifeSouth recruited our team to develop everything from their website to their advertising campaign.

Capturing Downtown’s Vision

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We knew a creative approach was needed to convince people to overcome their fear of needles for the greater good of those in need of lifesaving blood in our communities.

Using brand colors, whimsical illustrations, and compelling headlines, we were able to create a friendlier, more welcoming tone for a serious and critical need our communities face. The campaign included traditional and digital advertising featuring outdoor boards, online and in-theater videos, digital display ads, and promotional materials.

In 2015, our firm was selected through a competitive bid process to provide strategic public relations support for the organization’s operations in Northeast Florida and expansion throughout the state.

In the years since then, our efforts have resulted in hundreds of positive earned media placements in local, regional, and national outlets, ranging from industry awards and coverage of new construction developments throughout the project life cycle, to client success stories and thought leadership opportunities.

The results are in.

For the website, we conducted UX research to uncover three main user types and user journeys, and incorporated those findings into our design.

This meant deeply understanding the goals of LifeSouth’s primary website users, identifying why they were visiting and what information they needed most. Our team then ensured those resources were front and center on the homepage, navigation, and throughout the site.