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FEBRUARY 2016 •
PPB
• 29
Category:
Consumer
Programs
Distributor:
All That Jazz, an
iPROMOTEu affiliate
Type of client:
Book publisher
Target audience:
Those who read the
author’s books, website and daily posts
Program’s primary objective:
To
increase retail sales of the author’s book
series and increase brand awareness for
the publisher.
Total program cost:
The product cost
was approximately $5,300.
Strategy and execution:
A custom bee
plush toy, George The Bee, based on a
character in the book series, was created
and sold through special packaging as a
stand-alone item as well as bundled with
the purchase of one or two books. This
was an online promotion through the
website and social media sites where the
books are sold.
Results:
There were 750 plush toys pro-
duced and about a third were sold as of
the Pyramid award deadline. The client is
considering creating other plush items for
the other characters in the book.
Category:
Diversity & Social Responsibility Programs
Distributor:
Concepts & Associates, Inc.
Type of client:
Athletic fundraiser for a homeless and veteran recovery program/non-
profit
Target audience:
Fundraisers (60-70 competitors), 500-plus donors, 10-plus corpo-
rate sponsors, friends, family and employers of competitors
Timing:
May 2015 at Georgia Tech’s Griffin Track in Atlanta, Georgia
Other media:
Web, email, local television news, newspapers, various social media
outlets and word-of-mouth.
Program’s primary objective:
To raise money for the organization from a diverse
donor base and to encourage others live out its motto while creating a fun, athletic
event/combine in hopes this event will continue for years to come.
Total program cost (including promotional products, media, printing, packaging,
etc.):
Approximately $35,000, which included equipment, venue, insurance, uni-
forms, promotional bag, PR firm, DJ/audio, tent and stage.
Strategy and execution:
Those helped by this program grow from coming in at rock
bottom and being transformed and healed with a newly rekindled faith, and stronger
family and community atmosphere. A Nike designer created a logo featuring three
green dots in the shape of a triangle, representing growth and the Holy Trinity. The
slogan was established—“Empower Atlanta’s homeless and veteran community to
transform their lives by transforming yours” which conveyed how this event not only
helps homeless men and women, and veterans, but also helps those who compete
to transform their lifestyle through the training and nutrition needed for participa-
tion. Competitors paid a $100 registration fee and were pleasantly surprised when
they received an ultra-high-quality promotional goody bag featuring items they
could use at the event and in training while helping promote the event and brand,
thus recruiting more competitors and encouraging participation year after year.
Results:
The goal was to recruit 60-70 participants with each expected to raise $500
plus a $100 entry fee, for a total of $36,000-$42,000. Corporate sponsors were
expected to contribute $10,000-$20,000. The promotional bag helped double the
number of participants and expectations for a total amount raised of $103,000.
Silver Winners