Period: October 1st – November 11th, 2019
Client: Level 7 Fitness
Subject: Charity Event / Blood Drive
Level 7 Fitness is a private gym located in Clovis, California that is tailored to people looking to take their fitness to the next level. Owner Vincent Houle brings the latest in cutting edge training techniques to help upgrade his client’s fitness.
This event celebrated the 2nd anniversary of Level 7 Fitness being in business. This year we chose to work with Extra Life. An organization that unites thousands of gamers around the world to play games in support of their local Children’s Miracle Network Hospital, which would help the local children’s hospital Valley Children’s Healthcare. But instead of board games or video games, Coach Vincent Houle would have participants play fun physical games that would result in working out.
This year’s goal was to raise $1,500 for Valley Children’s Healthcare. If the goal was raised, Owner Vincent Houle would cut his long hair off at the event live on social media and donate it to the nonprofit charity “Hair We Share”. They provide customized, human hair wigs free of charge to cancer patients whose financial means doesn’t allow them to purchase one.
If people wanted to attend but not workout and still wanted to help out, they could donate money and also give blood to the Central California Blood Center which had a mobile van at the event. The Central California Blood Center provides blood and services to patients who receive care at 30 hospitals and their network of facilities in Fresno, Tulare, Madera, Kings and Mariposa Counties.
Below are the tactics that I used.
The idea behind the organic content on both Facebook and Instagram was to create various videos with the owner being a little goofy/playful in getting people to attend the event. We video tapped him doing various exercises while explaining to people what was going to happen at the event.
I created a Facebook and Instagram ad that targeted people who liked fitness and who liked giving to charity within a 10 mile radius of the gym.
The selling point was if the event raised the $1,500 then the owner would live-stream himself getting his long hair cut for charity, which we did to his 600+ followers.
I posted the event information on all the local TV news station online event calendars.
I created a flyer with the event information that was posted in a various local businesses within a 10 mile radius of the gym.
I created a custom landing page on the gym’s website which we pushed everyone to. It gave people a chance to learn more about the event, RSVP to the event, or if they couldn’t come but wanted to donate, they could donate online.
The gym owner post content on his Instagram account to his 700+ followers. We also had a few other local business owners post on their Instagram accounts as well as talking about the event.
The main goals were to;
- Build awareness about being able to give blood.
- Build awareness about the event within the local community.
- Build awareness about the event with people who like fitness and like to give to charity.
- Increase the amount of money raised for charity from last year’s event.
From that my objectives were to;
- To have at least 20 people give blood to the Central California Blood Center.
- Increase the online total reach of content by 50% from last year’s event.
- Increase the online total impressions of content by 50% from last year’s event.
- Increase the amount raised for charity by 25% from last year’s event.
Below were the final results.
- Total People Giving Blood: 20 people
- Total Reach: 11,146 people / (131%+ increase from last year’s event)
- Total Impressions: 17,114 / (97%+ increase from last year’s event)
- Total Raised For Charity: $2,000 / (66%+ increase from last year’s event)
In the short amount of time the event had to be promoted, I was able to surpass expectations when it came to its goals and objectives for the event overall.
We were able to surpass the fundraising goal with $2,000 going to the local children’s hospital, the owner cut his long hair which was donated to a charity that helps cancer patients, and had 20 people give blood which will help at least 60 people at local medical facilities in the Central Valley.
This campaign won awards at the 2020 Public Relations Society of America: Central California Image Awards ceremony. See Below.
- Public Relations Society of America – Award of Excellence: “Campaign of the Year”
- Public Relations Society of America – Award of Excellence: Community Service Campaign
- Public Relations Society of America – Award of Merit: Video Production