Eggleston Services – Straight from the Heart
Eggleston Services provides education, job training, and employment to persons with disabilities. They came to Primm with an interesting set of goals: 1) Promote vehicle donations, and 2) Tell about the many services Eggleston provides.
Eggleston provides work in a number of enterprises including laundry, business fulfillment services, document destruction, embroidery, horticulture, etc., plus job training, housing, recreational facilities, job coaching, placement, ongoing support, and more.
The Eggleston story is big and complex. Primm determined it was best to let the people most involved tell it – one person, one story–and allow the public to get the message piece-by-piece, over time. We interview subjects individually, primarily the persons with disabilities, but also caregivers, relatives, coaches, or business clients, letting each tell their story in their own words, telling how Eggleston’s work has improved their lives or the lives of others, while providing valuable community services. Each interview takes about twenty minutes, and is subsequently edited to get the key message within the sixty-second format. Tying the overall campaign together, Eggleston’s Executive Director provides the subjects’ introductions and details of car donation.
The campaign is principally on radio, one story in each commercial, supplemented by television commercials, and a long-format film production that appears regularly on the local community channel. The series has a strong emotional appeal, tells the Eggleston story, and achieves the practical goal of promoting vehicle donations.
More importantly, the Eggleston story in all its applications has reached the market in a realistic, warm, and appealing manner. Primm negotiated a very favorable schedule on the client’s behalf, and the Eggleston message continues to get extensive exposure, with regular updates as new subjects and services become available.
Eggleston Television Samples:
Eggleston radio Samples:
Eggleston print samples: