The Summer Fest event came about as a result of the Salvation Army Kroc Center's leadership wanting to create a free community event in the summer that would be a complement to Winterfest. As the idea developed, leadership thought it would be beneficial to partner with the South Omaha police precinct's S.A.F.E. event as the values of S.A.F.E. and the Kroc Center were closely aligned. 

Since the Kroc Center was the host location, it was our job to define the event. The goals for the Kroc Center were two-fold: 

1. Subtly showcase the Kroc Center's programming, space, and customer service to increase brand awareness and loyalty.

2. Position the Kroc Center community-minded and a viable partner for similar-valued organizations and businesses. 

To help us better understand our audience and how to brand the event, we researched South Omaha's history, cultures, peoples, and the Omaha Police Department (OPD)/S.A.F.E.'s values. Below is an image that shows the results of our findings and brainstorms.

Our digital campaign for the event consisted of three approaches: 

• Informative/Entertaining - informing people of key details or fun attractions/activities

• Historical - sharing highlights about South Omaha's history and the "builders" gleaned from our research.

• Spanish - the Kroc community and the immediate South Omaha area has significant Spanish speaking demographic so it was important to have messaging in their language.

Below are a few examples of these approaches. 

In addition to digital advertising, we created terrestrial advertising pieces to reach Kroc Center members and guests such as window clings, posters and small flyers. To reach both South Omaha and other areas of Omaha, we ran ads through the Momaha publication and the Omaha World Herald Super Go edition.

The above samples are just a few of the pieces created for the Summer Fest event. For the full scope of the work created, see the collateral sheet images below. 

Before partnering with the Kroc Center for Summer Fest, the S.A.F.E. event had families visit vendors that fit with the safety, awareness, fitness/health, and education theme so they could be entered into a raffle to win a prize at the end of the event. This raffle was kept as part of Summer Fest, and modified to meet both S.A.F.E. and the Kroc Center's needs. To accomplish this, the Summer Fest Guide with map and tear-off raffle ticket was created. 

On the day of the event, a guide was given to each family/group that attended. In addition to helping families navigate the campus and the event, the guide provided instructions on how to participate and enter in the raffle. Families visited 9 of the vendor booths to collect "stamps", then stopped at the Kroc Tent for their final stamp and to turn in their tickets for the drawing. This way, they had the opportunity to learn more about the Kroc Center while still enjoying the S.A.F.E. themed vendors.

The Summer Fest was mostly outdoors on the large grass campus of the Kroc Center, which had been closed off to facilitate a need for an all-access pass and to allow for better measurement of event attendance. To help create a full and cohesive experience for guests, we created environmental branding pieces that accentuated the brand and helped people navigate through the campus. 

Summer Fest was filled with activities and vendors for the community to explore and participate. Kroc programs and some local partners performed in the Festival Plaza. Vendors offered games and educational merchandise, while Kroc staff and volunteers ran carnival games and bounce houses. S.A.F.E. and the OPD brought fire trucks, mounted officers, mascots and more to add to the fun ambiance of the event. Before the event finale concert, bikes and other prizes were raffled off to families who participated.