{"id":203,"date":"2026-03-07T23:29:05","date_gmt":"2026-03-07T23:29:05","guid":{"rendered":"https:\/\/helen-frost.com\/?p=203"},"modified":"2026-05-31T19:33:55","modified_gmt":"2026-05-31T19:33:55","slug":"local-gems","status":"publish","type":"post","link":"https:\/\/helen-frost.com\/?p=203","title":{"rendered":"Local Gems"},"content":{"rendered":"
\n \n \n\t\n\n\n\n
<\/div>\n<\/section>
\n \n \n\t\n\n\n\n
\n \n \n\t\n\n\n\n

\nTidewell Hospice\n<\/h1>
\nlocal gems campaign\n<\/div>\n<\/div>
\n \n \n\t\n\n\n\n
\nAgency - Chalk 242\n<\/div>
\n

Art direction | Photoshop | Indesign | Print Production<\/p>\n<\/div>\n<\/div><\/div>

\n

Tidewell Hospice Foundation came to us needing multi-channel marketing materials for an upcoming donor event. Tidewell is a nonprofit provider of hospice, home health, veterans and children's health services in the greater Sarasota area, and they rely on donor support to continue their critical mission. We knew that this campaign needed to hit hard, and with the target demographic being upper class, philanthropic residents who were new to the Sarasota area, we decided that the best way to do that would be through the power of empathy. Thus the Local Gems concept was born. Rooted in the culture and community of Sarasota, Local Gems would focus on the stories of a few key Tidewell donors and how they make an impact through their support of Tidewell.\u00a0<\/p>\n

Using Tidewell brand colors, I created an eye-catching graphic of the Sarasota coastline, inspired by the texture of an agate. Combining this textural graphic with imagery of the Local Gem heroes would drive the design of the campaign into our marketing materials.<\/p>\n<\/div><\/div>\n<\/main>

\n \n \n\t\n\n\n\n
<\/div>\n<\/section>
\n \n \n\t\n\n\n\n
\n

This campaign consisted of multiple levels of marketing materials:

One die-cut direct mailer<\/strong> to kick off the campaign. The cover of this mailer would pop with the brand orange, sporting colorful title written to drive intrigue. The die cut reveals the agate graphic, prompting you to open the mailer and look inside. On the inside, the story of our first Gem funnels the viewer to scan the QR code to learn more.<\/p>\n

A second level mailer<\/strong> in the form of a trifold brochure. This mailer not only highlights more Gem stories, but also includes statistics about Tidewell's impact to the local community.\u00a0<\/p>\n

A final third level mailer<\/strong>, a postcard to highlight our final Gem and announce the event being held.<\/p>\n

In addition to the mailers, I also created a series of digital retargeting advertisements<\/strong> designed to continue to drive engagement to the event website.<\/p>\n

The event micro website<\/strong> would be the final stop of the user journey. It included the Local Gem stories, deeper information about Tidewell, and the sign up for the event.\u00a0<\/p>\n

Ultimately, the event was a sell-out success for Tidewell, helping to continue to connect them with potential donors.<\/p>\n<\/div><\/div>

<\/div>
\n \n \n\t\n\n\n\n\n<\/div><\/div>\n<\/main>","protected":false},"excerpt":{"rendered":"

Tidewell Hospice local gems campaign Agency – Chalk 242 Art direction | Photoshop | Indesign | Print Production Tidewell Hospice Foundation came to us needing multi-channel marketing materials for an upcoming donor event. Tidewell is a nonprofit provider of hospice, home health, veterans and children’s health services in the greater Sarasota area, and they rely […]<\/p>\n","protected":false},"author":1,"featured_media":205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_oxygen_hide_in_design_set":false,"_oxygen_tags":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-203","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/helen-frost.com\/index.php?rest_route=\/wp\/v2\/posts\/203","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/helen-frost.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/helen-frost.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/helen-frost.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/helen-frost.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=203"}],"version-history":[{"count":3,"href":"https:\/\/helen-frost.com\/index.php?rest_route=\/wp\/v2\/posts\/203\/revisions"}],"predecessor-version":[{"id":333,"href":"https:\/\/helen-frost.com\/index.php?rest_route=\/wp\/v2\/posts\/203\/revisions\/333"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/helen-frost.com\/index.php?rest_route=\/wp\/v2\/media\/205"}],"wp:attachment":[{"href":"https:\/\/helen-frost.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/helen-frost.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/helen-frost.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}