American Cancer Society’s Relay For Life of South Philadelphia contracted PRowl Public Relations between September 9, 2010 and May 2, 2011, to create a strategic communication plan to create monthly pre-event fundraisers and to promote the day-of event.
The target audience included church members and groups, South Philadelphia schools, community groups and centers, including women’s organizations, recreational sports leagues and local athletic teams, fitness and wellness centers, firefighters and policemen, Southern New Jersey schools, members of the armed forces in the Philadelphia area, retail boutiques, Philadelphia fashion students, beauty salons and spas, and local restaurants and cafes
PRowl Public Relations’ main goals were to assist the American Cancer Society in achieving the fundraising goal of $56,000 and to increase attendance at Relay For Life of South Philadelphia.
The campaign was built on the premise that the American Cancer Society’s Relay For Life of South Philadelphia is a fun, meaningful and effective way to become involved in local philanthropic efforts and the fight against cancer.
After extensive research, PRowl Public Relations developed a campaign based on six events: Relay For Life of South Philadelphia Kick-Off Party 2011, Skate For Life, Purple Tie Happy Hour, Strike Out Cancer and Spare Lives Bowling Fundraiser, Relay International: Paint the Town Purple Fashion Show Fundraiser, and Relay For Life of South Philadelphia. All events were promoted through social media campaigns, media relations work, community outreach and informational and promotional materials.
The Relay For Life of South Philadelphia Kick-Off Party 2011 was well attended and received media placement, despite time constraints leading up to the event. Skate For Life exceeded its goal 100 attendees by 6 and raised $409. Purple Tie Happy Hour received placement in a variety of regional media outlets. The event failed to meet its 50-person goal by twelve, but raised $350 for the American Cancer Society’s Relay For Life of South Philadelphia.
The Strike Out Cancer and Spare Lives Bowling Fundraiser received placement in several mom blogs, had a 170 people in attendance, a 29 percent increase from the previous year and raised $1,962. Relay International: Paint the Town Purple Fashion Show Fundraiser sold 50 tickets and raised a total of $2,500 and received coverage from local broadcast, 6abc
The American Cancer Society’s Relay For Life of South Philadelphia occurred after the end of PRowl Public Relations’ contracted period. However, PRowl Public Relations created and distributed sponsorship packages to over 600 local businesses, created a comprehensive social media guide instructing participants and team captains on how to utilize channels such as Facebook and Twitter most effectively for their fundraising goals, created a media kit that was uploaded to the ACS website, produced Save the Date and a Relay For Life fliers, created media and contact lists with more than 80 contacts, produced a press release and media alert, wrote and delivered business letters, and team formation letters, and promoted the event through social media before the end of the contracted period.