Services for Do-it-Yourself Communicators

Steve Cebalt of HighviewHelp.com LLC, Fort Wayne, Indiana (260) 471-8570
 

Nonprofit Jingles

Music has the power to support a message unlike any other medium. Many nonprofits offer services that are of little or no interest to a person until a life-event makes the message relevant. For example, if my parents are healthy, vigorous, active people, I  would have no interest in a message from a hospice provider. No matter how compelling the message, I wouldn't pay attention, because I have no need or reason to do so. But life changes. A parent could be diagnosed with a life-limiting illness, and suddenly that's all I would care about! At that point, the hospice message would become very relevant indeed.

That's why we often produce music jingles as part of the mix for our nonprofit clients. Music can create a brand identity EVEN when people are not in the market for your service. When the time comes, your organization will be top-of-mind because the jingle will be branded in their brain -- music is 'sticky," meaning it sticks in the mind and can be recalled easily.

So if, as the caregiver of a parent, I need to research hospice providers, I'd look first to the one that first comes to mind.

Jingles are also very economical. Once you produce one, you can use it again and again in radio and especially TV PSAs. The jingle virtually eliminates your broadcast production costs.

Highview is fortunate and blessed to be located 5 minutes away from one of the nation's most respected studios, Sweetwater. Musicians from around the country travel here to use the world-class facilities and engineering talent at Sweetwater. We work exclusively with Sweetwater to produce jingles for our clients.

Here are a few examples of jingles we have produced for nonprofit clients:

Drive Alive

The Drive Alive jingle was produced for parents of teen drivers -- people age 35-60. We chose a "Beach Boys"-sounding genre. Be sure to listen to the whole 60 seconds for the full effect!

Everybody Reads

This jingle for a literacy campaign became the basis for  all of our television ads.

Reading Railroad

This is another approach to a jingle for a literacy campaign.

Visiting Nurse & Hospice Home

This jingle is a bit different. It was created as part of a branding mix and was used in TV PSAs. The intent here was to create name recognition for a service that most people don't need most of the time! The idea is to burn the name of the hospice home into their minds so that when their life changes (a family member becoming ill, for example) and they suddenly have an interest in the hospice message, they have been exposed to the name of this particular provider, and they'll turn to them first.