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.
