“Don’t let your kids’ sports injuries ‘spin’ out of control” – a community outreach speaker event sponsored by sasse client, Shoe Train – was a sasse-designed and implemented campaign. The event itself was scheduled to coincide with Youth Sports Sports Safety Month with an approach that used several avenues including PR, marketing and social media.
sasse had previously worked with Shoe Train to begin a quarterly speaker series as a means to introduce to the community the new owner. Providing valuable information to families and building a strong sense of community for our client, owner Marina Fradlin took sasse’s advice and created “Events Engine,” complimentary quarterly events open to the public. “Spin” was the third in Shoe Train’s series. The ROI was clear, tracked by several sasse-placed measurements. The campaign included the following components:
1) A photo-op for media placement with speaker, Mike Wilson, former Harlem Globetrotter, doing tricks with kids one month prior to event.
2) Placement in Potomac Almanac previewing the upcoming event three weeks prior to event.
3) Event/calendar postings with social forums, on-line and print two weeks prior to event.
4) A Constant Contact e-blast designed by sasse agency and sent out to Shoe Train’s 2K+ data blast two weeks prior to event and again four days prior to the event. This e-blast included a 10% off coupon. This coupon could be used as a printed coupon or displayed on a smart phone.
5) A Facebook campaign on Shoe Train, sasse agency and Washington Parent FB pages.
6) A sasse written article in Washington Parent Magazine about the pressures of the Washington, D.C. area youth sports published three days before event.
7) An e-blast designed by sasse agency and send out to 8-thousand Bethesda Magazine readers two days prior to event. This e-blast included a 10% off coupon. This coupon could be used as a printed coupon or displayed on a smart phone.
8) A sasse designed ad/coupon in Washington Parent Magazine. This coupon was a “clip-and-save” coupon that needed to be presented with purchase.
Not only was there a fantastic turn out of the event, Shoe Train’s name and messaging in conjunction with a fun and educational community outreach forum, went out to thousands in the community. From a PR angle, the positive perception of the business as a valuable, “giving” member of the community is priceless. In dollar amounts, a.k.a. sales, the ROI as a direct result of the crowds attracted to the event and interest in using coupons, translated to a net uptick in sales during the campaign month and months following.
Cari Shane
