Assignment: Brand/Public Awareness Campaign, Event Sponsorship Activation

Campaign: HopeFest - Experience Hope in Action

Target: Community Involvement/Brand Awareness

Situation Overview:
The "BK HopeFest" media relations kickoff officially launched the series of phase-based community initiatives to ramp up community awareness, increase brand visibility for HavenHouse and increase social leadership and participation for Burger King. Ultimately positioning the Burger King/Haven House brand partnership as a "household name" in the St. Louis-Area community.

Approach and Outcome:
DJG developed a hybrid social media meets traditional strategy and executed a sponsorship program for HavenHouse's signature fundraising event that raised over $25,000 in cash and even more from in-kind contributions from other DJG clients directly for a combined event total of over $100k.

The BK sponsored re-branding of HavenHouse's signature fundraising event HopeFest included the introduction of the new slogan and theme, "Experience Hope in Action", presented by Burger King. By building the event around the story of real patients and weaving powerful messages and testimonials into the tapestry, DJG put every LRG resource to use including six digital billboards from DDI Media (Ad equivalency value of $48,000 over 4 week ad cycle and display featured a daily traffic count of 121,490 cars per day, and a D.E.C. of 77,754 cars per day.) and they wrote and produced a series 30 sec public service announcements (15 spots per station that aired on six Clear Channel stations for a total of 1.3 million people (as far as cume). Actual reach was a little over 500,000 valued at $9,500.00 per week for total Ad equivalency of $38,000.00.

The campaign quickly won the support of the community, additional sponsors and received national media attention with QSR magazine as well as local media from STL Today, STL magazine and various internet sites.

• Experience Hope PSA's Reach 1.3 Million
• Rebecca Herwick Named Hero Sponsor ($10,000)
• HavenHouse Nets More Than $100k for HopeFest
• QSR Magazine - St. Louis BK Franchisee
• DJG Scores Autographed football from Sam Bradford
• DJG Secures Proclamations from Missouri Government
• DJG Builds New Website for HavenHouse www.havenhousestl.org
• DJG Creates the Entire Brand Image and Theme of HopeFest
• Centene Corporation Donates $50,000
• Isle of Capri Casino Named Hero Sponsor ($10,000)

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