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INNOVATE
26 •
PPB
• FEBRUARY 2016
Category:
Not-For-Profit Programs
Distributor:
Business Impact Group
Type of client:
A non-profit 501(c)3 organization with the mis-
sion of raising capital funds for the renovation and preservation
of Iowa’s historic fairgrounds.
Target audience:
1,800 fairgoers of all age ranges represent-
ing middle- to upper-income households within an 80-mile
radius of the Des Moines metro area.
Timing:
July 12, 2014 in the William C. Knapp Varied Industries
Building on the Iowa State Fairgrounds.
Other media used:
Web, email, direct mail, print and large
signage, radio, television and social media.
Program’s primary objective:
To break a record in both atten-
dance and money raised by building an even more cohesive
and interesting campaign auction theme from previous years.
Total program cost:
$39,634
Strategy and execution:
The intent of the campaign theme,
“Rock’n Round the Grounds,” was designed to target the
majority of the attendees by drawing on the sentiment they
feel for the Iowa State Fair. Past data suggests that creating a
fun, engaging event where attendees can emotionally attach
themselves to a nostalgic theme increases support for giving.
The campaign team developed a unifying musical look and
brand that was incorporated and advertised in all printed mate-
rials and social media. All components worked in sync, from
the letterhead, envelopes, media kit (which resembled an
album cover) and invitation, to the auction book, game ban-
dana, volunteer t-shirt, guitar-shaped hand fan, miniature gui-
tar, etc. Strategic distribution of the pieces included mailings,
e-blasts, Facebook posts and blogs beginning in April and con-
tinuing through to the week of the event.
Results:
The event drew more attendees than previous events
and raised a record $424,000.
Category:
Internal Communication Programs
Distributor:
Gephart Marketing Solutions, LLC
Type of client:
Private, independent biomedical research foun-
dation
Target audience:
250 board members, employees and volun-
teers/supporters
Timing:
The kickoff was in San Francisco/Half Moon Bay,
California in April 2015, and the final celebration gala was at
Research Triangle Park near Durham, North Carolina in May
2015.
Program’s primary objective:
To celebrate the 60th anniver-
sary of the fund and to energize the board, staff and volunteers
for the next 60 years.
Total program cost:
Approximately $185,000 including travel
and entertainment
Strategy and execution:
The kick-off celebration was a whale-
watching outing in California for the board of directors that
included warm hoodies for the boat trip and special waterproof
binoculars to bring the action closer, as well as a journal to
keep notes, a special watertight cooler bag and a lunch kit for
refreshments. For the outdoor dinner in North Carolina, guests
received a goodie bag—a messenger bag containing a custom,
three-inch anniversary coin, multi-charger connector cord, mini
AC wall charger and first-aid kit including Neosporin. As guests
left the dinner, they were presented with an 18- by 12-inch
poster featuring the dates 1955-2015. The items were chosen
to relate to the foundation’s history that includes pharmaceuti-
cals and high tech employees and board members.
Results:
Attendance of 100 percent at the kick-off in California
(85-90 percent was expected) and standing room only at the
May dinner. After the word got out about the fun and gifts
from the April kickoff, tickets to the May dinner became a most
sought-after item.
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