As a very public-facing entity in the midst of constant scrutinization and often misinformation, the team at Kilbourne Group came to us with a challenge. The public had a misinformed and negative view of who they are and their work.
The solution? We came together to show the heart behind Kilbourne, by telling the stories of significant philanthropic endeavors that are the foundation of who they are. Starting with individual decisions from Doug to the birth of Kilbourne and its early building blocks of restoration, renaissance and reuse, we paint the picture of how many buildings we know and love came to be — and through it, gently remind the public that we’re the good guys.
A big part of this was showing the people of Fargo-Moorhead; their faces and their stories, and why they are so thankful for Kilbourne Group. By showing the gratitude and personal impact Kilbourne has had in so many lives of those in our community, we wanted to emphasize that Kilbourne cares about the individuals of Fargo-Moorhead and wants the neighborhood — small business owners, artists, shop-keepers, museum directors, theater groups, grocery stores, students and families — to succeed as whole.
Execution: We did this by creating a series of mini-films, as well as accompanying feature stories that were each published in Fargo INC! Magazine in issues starting in June 2017 and ending in April 2018.
Note: Part of our hope with each film, as expressed by Kilbourne Group, was to create a piece that the organizations featured would be proud to share. We wanted it to be a beautiful resource that they could use for their own growth, as well as a nod to Kilbourne Group’s role in their story.
Public perception can be hard to track. What we can show is that the films received hundreds, sometimes thousands of views, and garnered many shares and positive comments. Each article that ran in Fargo INC! had a distribution of 100K, not including the online viewers.
From saving Renaissance Hall to building a new, eye-catching pavilion for the Stage at Island Park, these stories form the foundation of Kilbourne Group and reveal it to be one of gratitude and generosity — the gifts from whom continue to have a positive ripple effect in the community.