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Breast Cancer Awareness Campaign |
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Better
Homes & Gardens Throws a House Party
Better Homes & Gardens magazine
wanted to spread the word about its “Pink
Plaid Cookbook.” Not only did the
consumers who purchased the book get some
good recipes, they also got the chance to
give to Susan G. Komen for the Cure. Proceeds
from sales of the book are used to help fight
breast cancer. To introduce women to the
cookbook, the popular magazine threw 1,000
parties at consumers’ homes and more
than 15,000 people came.
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 How
did they pull it off? By hiring word-of-mouth
marketing agency House Party, a firm that has
modernized the Tupperware party model. House
Party finds consumers to open up their homes
to promote a product or service. They pick candidates,
who sign up at www.houseparty.com, that
best fit the profiles they are looking for. Before
the event begins, the host or hostess receives
a party pack full of branded merchandise, coupons
and other giveaways.
“The Better Homes & Gardens party packs featured specially
logoed merchandise, which always adds to the
fun and exclusivity of a House Party event,” says Kitty Kolding, CEO of House Party. “Our partners at Better
Homes & Gardens did a fantastic job
using these special products to inspire and
activate the more than 15,000 partygoers who
attended the parties and to symbolize this
fun but important national gathering.”
For the recent Better Homes & Gardens push,
attendees received a “Word
of Promise” card, pin and bracelet from Susan G. Komen for the Cure and
custom designed party favors such as pink logoed napkins, invitations and thank-you
notes.
After the event, nearly all of the attendees
(90%) said they understood the cookbook’s
breast cancer tie-in. Apparently a party that also serves a wide range of freebies
is a recipe for success.
Looking to promote your own cause? Check out
our Shopping List below for
some ideas.
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Hot Green Promo |
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Eco Campaign is Natural Choice for Environmental Law Firm
Porter
Wright Morris & Arthur
LLP’s practice in
environmental law goes
back to “the dawning
of the Age of Aquarius” (the
late 1960s, that is,).
After decades of serving
client needs that have
evolved along with state
and federal environmental
regulations, it’s
not surprising that they’ve
reached a level of “harmony
and understanding” when
it comes to the planet.
“Over
the past several years, we have increasingly assisted clients in projects defined
by beneficial environmental characteristics,” says
Marketing
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Administrative
Assistant Danielle Kirkpatrick. “Porter
Wright has,
therefore,
committed
itself to
conducting
business
with a purposeful
view toward
reducing
its environmental
impact … As
a firm, we
have gone
green.”
Early
this year,
they launched
an in-house
awareness-boosting
program, complete
with promo
products that
later also
went into a
press kit. “Packaged
in a recyclable
box, we sent
a canvas totebag
that held a
green coffee
mug and a tire
gauge – all
of which displayed
the ‘Porter
Wright Goes
Green’ logo – along
with a compact
fluorescent
lightbulb,” Kirkpatrick
says. “The
majority of
the media kits
were sent by
bike messenger,
stating, ‘This
package was
delivered by
bike messenger
and free of
greenhouse
gasses.’ ”
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Tracy
Treon,
business
development
manager
at the
firm,
worked
with
Jim Budden
at Something
Special
Inc.,
(a promotional
products
distributor)
to create
most
of the
products.
Kirkpatrick
adds, “We
also
purchased
recyclable
lanyards
that
we used
in our
internal
kickoff
program.” The
lanyards
were
imprinted
with ‘Reduce
Reuse
Recycle’ and
a green
frog
that
was also
used
on other
materials.
“The
positive response has exceeded all expectations,” says John Rohyans,
partner and real estate practice group leader. “Hardly a day goes by when
I don’t
receive
a green
tip from
someone
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within
the firm to put in our monthly
newsletter.”
For
some hot new product ideas
to promote any cause, check
out our Shopping
List below. |
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Shopping
List |
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Spread the Word
Try these items for your next awareness program:
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Music
to Their Ears Choose inspirational songs to fit a cause with four-color music download cards with choice of over 3 million songs for download to iPod/MP3 players. From
asi/42989. |
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Be
A-Wear Awareness bracelets come in a variety of colors and can be worn to promote any cause, from breast cancer to AIDS awareness. From asi/79902.
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Cap
it Off Raise
awareness with
a performance
cap. Ribbon
is available
in various
colors to promote
different causes.
From
asi/94134. |
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The Little People Create a big to-do with this little pompom creature holding an awareness ribbon. He supports different causes and looks cute doing it. From asi/40560. |
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Pin it Down Solid brass autism pin plated in silver features a puzzle pattern to reflect the complexity of the disease. From asi/47150. |
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Ponder on Paper Attractive breast cancer awareness journal with pen is a great thought-provoking product.
From asi/50873. |
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Advertising
Specialty Institute®,
4800 Street Road, Trevose, PA 19053 |
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