Indie-Life helped the NAACP modernize its messaging
for the group’s 2015 Annual National Convention.
When the renowned civil rights organization brought its 106th annual convention to the Philadelphia Convention Center in July, Indie-Life was proud to be involved in promoting the event.
As part of its commitment to protecting the environment, the NAACP asked us to help them reduce waste by minimizing widespread use of paper fliers and posters. They also wanted to take a fresh and non-traditional grassroots approach to promoting the convention, hoping to raise awareness among a broader and younger audience. Indie-Life responded to these specific marketing needs with a correspondingly specific marketing plan, tailored to the organization’s goals and budget: we produced a pop-up live music party outside the Hard Rock Cafe in Center City, with a band of local musicians performing soul music from the ’60s and ’70s. While convention attendees and Philly locals enjoyed the show, our Brand Ambassadors– a street team of eight upbeat and outgoing staffers–used one-on-one contact in our efforts to raise interest in and awareness of the NAACP. Rather than pass out fliers or pamphlets that would inevitably be tossed and forgotten, we focused on engaging with the public directly. We integrated social media into those efforts by creating a prop Twitter frame and encouraging passersby to take photos holding the frame using their own cell phones, “like” the NAACP twitter page, and post the photo using the hashtag #naacp106.
Indie-Life also provided the design for the NAACP Annual Convention’s official commemorative t-shirts, sourced their printing and manufacturing, and made them available to all attendees.