The American Hotel and Lodging Foundation (AHLA) provides scholarships for students interested in careers in the hospitality industry. As the philanthropic arm of the powerful American Hotel & Lodging Association, the foundation raises millions from individual and institutional donors to support its scholarships and training programs. The AHLA Foundation hired Silverbee to update the foundation’s brand and create an integrating marketing plan. We also designed and implemented written, visual, and digital content that connected the Foundation’s various communications platforms –digital, social, email – to a focused theme.
AHLA supports its capital campaign with a multi-pronged communications plan. The funding appeals complement emotional, personal stories about industry leaders and new hires who have worked their way into a fulfilling career.
Silverbee completed a communications assessment, a one-year integrated marketing and communications plan, and created and directed content for both donors and students such as a digital newsletter, executive and student videos, social media campaigns, and photo content.
The Foundation’s social media and e-zine launched its brand by reaching veteran industry CEOs and student interns. The e-zine’s first edition garnered high rate of engagement for an e-blast– above 50%. The foundation secured $6 million in donations to its Opening Doors 2016 campaign and double the amount of scholarship applicants compared to 2015.
Today, the foundation is building on the brand messaging Silverbee helped develop to reach more industry mentors and students, fulfilling its mission to promote rewarding careers in hospitality.