Opportunities:
The Rotary
Club of Pittsford
does many good works in the
community and sponsors a number of events, including an annual kids' fishing
derby. In addition, grant money was available from Rotary
International for advertising to enhance club promotional activities.
Challenges: Many
community residents are not familiar with the Rotary's good works. And, although
the fishing derby had been held for many years, there were many other
community events taking place on that same weekend.
Solutions:
Developed a mini-ad
campaign comprised of print ads in the community subscription-driven
newspaper, PR, public-access cable TV announcements, e-mail ads and
posters. Focused
on targeting immediate community
and played off the Pittsford Rotary's image theme of "Fulfillment, Friendship, Fun".
Results:
Club
benefited from good attendance despite competition from many larger community
events. Attendees had positive comments on the ad campaign, which
alerted them to attend the event.
