20 Years of CAP

 

CAP Anniversary Campaign

 
 

How should the Center for American Progress celebrate its 20th anniversary amid so many critical challenges and an election that puts democracy at stake?

By using the 2023 CAP IDEAS Conference as an opportunity to launch a yearlong digital campaign that builds momentum on the organization’s legacy of impact, reminds strategic audiences of CAP’s powerhouse status, and charts a path for a bold progressive future.

Results

    • In 2023, the CAP brand was bolstered by meeting marquee moments with dynamic content, and through brand-building initiatives. These efforts generated impressive results during Q4, with 28K mentions, a reach of 48M, and 252M impressions.

    • The IDEAS Conference emerged as the standout digital branding day for CAP in Q4, amassing 33.6M impressions and reaching 4.5M. This event played a pivotal role in strengthening CAP's online presence during the quarter.



    • The anniversary kick-off edition of InProgress titled: “20 Years of Progress,” was sent to the greatest number of CAP audience members all year due to audience engagement efforts.

Strategies

    • Developed new CAP 20 logos and brand materials across CAP and CAP Action digital platforms to ensure consistent branding.

    • Utilized anniversary banner placements across CAP's website, including the About Us page and homepage, to direct traffic to the 20th-anniversary page and increase engagement.

    • Produced new CAP 20-themed email templates for marketing, online action autoresponders, and event invites allowing for targeted communication with subscribers.

    • Introduced a 20th-anniversary webpage with prominent banners featuring CAP's impactful products over the last 20 years and optimized the website for the campaign.

    • Increased InProgress, the flagship newsletter, to semi-monthly frequency to create an additional touchpoint with strategic audiences while also driving traffic to campaign-related content.

    • Utilized storytelling initiatives to amplify the voices of individuals whose lives have been positively impacted by CAP's advocacy efforts and policy recommendations.

    • Cross-published animations and videos on CAP and CAP Action social platforms helped to increase reach, impressions, and engagement with audiences.

    • Utilized behind-the-scenes content from the 2023 CAP IDEAS Conference as an opportunity to pull key allies into the anniversary campaign.

 

Videos

 

Brand Materials