Cherokee Nation Businesses: Shareholder Campaign

01 — Background

Shareholder marketing collateral for
Cherokee Nation Businesses

AD: Crystal Walters
AD: Emily Alspaugh
CW (2023): Brand Rackley
Social (2021): Ashley Beck
Social & Animations: Linda Terrell
CD: Stephanie Pinkston
CD: Tommy Campbell

Cherokee Nation, a Native American tribe of more than 460,000 citizens, is the sole shareholder of Cherokee Nation Businesses (CNB). However, outreach to Cherokee Nation's citizens was lacking. Our team developed a campaign that told the story of where the money goes: $728 million in dividends that CNB contributed to Cherokee Nation's health care, education, community, culture and infrastructure.

Solving myriad creative problems began with a visit to the Cherokee National Archives. The archivists had preserved around 20 large books of gorgeous film photography, correspondence (including a letter from the White House), and business documents and charters from the 1970s in the memoirs of former Principal Chief W.W. Keeler. This was a great starting point.

The goal was to give Cherokee Nation citizens tangible ways to understand the impact of CNB's work.

02 — Work

I have contributed to four phases of this campaign and the fifth is in the works. Highlights include:

- A full-color single-fold direct mail brochure.

- Facebook video ads.

- A board member's animated slide deck.

- A historical timeline for the company’s website.

- A ton of other social media and newspaper ads.

03 — Results

Direct mail reached 100,000 households.

Facebook video playthrough rates were >85%.

The slide deck was presented to Harvard's alumni association.

The Principal and Deputy Principal Chiefs of Cherokee Nation liked the work.