PPAI Magazine May 2023

Cause Advocacy Marketing Gold Terry Town San Diego, California Objective: Kindly by Terry Town was created to consolidate the company’s efforts to make a positive impact and spread joy and kindness. Strategy & Execution: Terry Town designed a flexible campaign to support different causes by partnering with a new organization suggested by employees every six months. One product would be selected each season as the featured Kindly product, and part of the proceeds from sales of that item then donated to the designated organization. This approach made customers and end users part of the effort, and the company created a marketing campaign to raise awareness of the program. This included an explanatory hang tag attached to every Kindly product, as well as email, social media, podcasts and more to spread the word. The company first supported Fred Finch Youth and Family Services in San Diego through sales of one of its bestselling blankets. Results: With the help of its distributor partners, Terry Town donated $15,000 to help children through the Fred Finch organization over the course of the holiday selling season, and sales of the designated blanket increased 107% from the previous year. Silver SJA Promo Fort St. John, British Columbia, Canada Objective: The SJA Promo team wanted to do a unique fundraiser for the Fort St. John Firefighters Charitable Society and show off a product customers may not have been aware was available. Strategy & Execution: SJA Promo engaged two sponsors and a local graphic designer to produce a custom Advent calendar as a fundraiser for the local firefighters charitable society. The unique design featured community-specific imagery, as well as firefighters and both partner company logos, and firefighters contributed 24 holiday fire safety tips to be printed inside the individual windows. The company also worked with a candy supplier to develop the sponsor logo and firefighter symbol chocolates to go inside. Thanks to the sponsors, all proceeds from the sale of the 500 calendars went to the charity. Results: Sales of the calendars raised $8,050 for the Fort St. John Firefighters Charitable Society, the program received significant media and social media coverage, both partner companies expressed interest in repeating the project with a new calendar, and SJA Promo was able to showcase a custom product that many customers didn’t know could be produced. PPAI Pyramid Awards | Must Read PPAI • MAY 2023 • 41