Repurpose with Purpose:
Southwest Airlines x Heal Vets
Upcycling Partnership with Southwest airlines to help the business hit its goal of 1 million pounds of recycled materials for use in therapeutic craft kits in 5 years.
My Role
Creative Marketing Manager
Responsible for
End-to-end execution, Campaign Strategy, Content Production with external Agency, Copywriting, Press, Paid Ads
Team
Collaborated with our VP of Development
Project Length
3 years (2018-2021)
Business Objective
Company 5-year Goal
Help Heal Veterans had a 5 year goal of using 1 million pounds of recycled materials to produce 1 million therapeutic craft kits from 2018 through 2023.
Project Goals
Campaign Objective
Prior to our partnership with Southwest, most of our donations were from smaller scale sources. To hit the ambitious company goal we would need to increase the scale of our partnerships.
Our goal for this project was to secure our largest donation to date. We set a target of an annual donation from a single source amounting to 75,000 pounds of recycled material per year creating 75,000 craft kits.
Project Plan
The project plan was to launch our largest recycled leather donation to date through partnership with Southwest Airlines by joining their Repurpose with Purpose program.
Southwest Airlines Repurpose with Purpose Program is a global environmental sustainability initiative that upcycles items like leather aircraft seat coverings and transforms them into new products –helping keep them out of landfills.
In return for the donations, each year we would work with Southwest Airlines to tell our story, handing out craft kits on airlines, and producing video spread awareness on Veterans Day.
I helped us get accepted into the program and ran point on the marketing of the partnership from 2018-2021.
Copywriting and production of custom craft kits for giveaway at gates and on Southwest Airline flights on Veterans Day.
Creative activation and scripting for gate agents and flight attendants.
Collaboration with external video agency to produce annual video showcase (featured at the top of this page).
Crafting of joint press release.
Channel Mix
Paid Media Strategy (Meta CPM)
I managed about $20,000 of annual spend for CPM campaigns across Google Ads and Meta.
For this particular campaign, we ran a nominal spend of ~$1,000 each year on CPM campaigns on Facebook and Instagram to boost brand awareness of our Southwest Airlines partnership.
Impact
Campaign goal
Over the 3 years I worked with the company Southwest became the largest donation source meeting our goal of 75,000 pounds of recycled material per year creating 75,000 craft kits all 3 years.
Company 5 year goal
I left the company in 2021 (3 years into the 5 year plan), but the Heal Vets hit their 5-year goal in early 2023. Highlighted in the press release below, they secured 1 million pounds of recycled materials, producing 1.17 million craft kits – but most importantly, making a positive impact on the environment and countless individuals in need.
