Apple Tree

Catalyst

Each year, The Road Home—Salt Lake City’s family homeless shelter—needs back-to-school clothing, shoes and supplies for the growing number of children living at the shelter.

Solution

Developed the community relations campaign, “Apple Tree”, to spread awareness of the need for back-to-school items and receive donations from the Wasatch Front community.

    Intrepid - The Road Home Apple Tree Case Study

    Work

    • Created a dedicated Intrepid team to manage campaign and budget
    • Developed media relationships across print, television, radio and digital
    • Partnered with retail stores across the greater Salt Lake area to increase donations
    • Produced collateral for retail partners to distribute to increase campaign participation
    • Developed strategy regarding how to receive donations from the public:
      • Set up Apple Tree displays at partner stores to grow awareness
      • Encouraged public to select a printed apple from tree + purchase needed items
      • Created donation drop-off locations at partner stores
      • Collected + sorted items into individualized packages for each child living at The Road Home
    • Facilitated special “back-to-school” delivery event to distribute new clothing and supplies to children

    Results

    • Donated more than 32,000 back-to-school items since inception
    • Provided more than 1,250 children with back-to-school clothing, shoes and supplies
    • Garnered more than 125 media stories
    • Facilitated Apple Tree campaign for 11 years and counting