Intrepid – Apple Tree Program Case Study

Apple Tree


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.


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


    • 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


    • 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