Case Study:
Lake Street Pride Campaign
How might we encourage businesses to foster LGBTQIA+ inclusivity
The Lake Street Council partnered with Olio and Gish&Co. to launch a marketing campaign welcoming the LGBTQIA+ community to Lake Street during Pride Month. The goal was to boost community vibrancy, diversity, and foster a sense of belonging and safety, expanding outreach and driving engagement for local businesses and the broader community.
Learn
We began by understanding the unique context of Lake Street and the specific needs of the LGBTQIA+ community within it. Our learning emphasized the need for a project that not only promoted Pride Month but also encouraged the safety and belonging of all individuals sharing space along Lake Street. The vision for our campaign was to fully honor the attitudes, sentiments, and perceptions of the queer community, reflecting a true human-centered design approach.
Strategize
To cultivate visible expressions of inclusivity, we developed Pride Packages for businesses. Our strategy involved creating custom Lake Street Pride displays and content focused on welcoming and ensuring the safety of LGBTQ+ individuals. This nurtures pride among businesses and clearly signals to the LGBTQIA+ community that they are wanted.
Activate
Packages were delivered to businesses along the designated project area, and a media kit was provided to Lake Street Council for promotion through their owned channels. The swag, along with suggested social media content, served as a promotional tool to demonstrate inclusivity throughout the Lake Street corridor, driving community engagement and fostering a more welcoming environment.
Results
On site graphics welcome buyers to explore newly constructed homes.
Media placements across local, culturally relevant publications to reach new audiences.
Digital ads target buyers in key geographic locations.
Strategic messages to encourage households to move through the buying journey
Staff across multiple org functions are onboarded and working together.