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CASE STUDY
CASE STUDY
OBJECTIVE
OBJECTIVE
The morning show on 102.7 FM KDDB understood the power of their influence and wanted to use their platform for good. Partners at Raising Cane's share in the mission of serving the community and invests in local programs. The synergy was there and I was tasked to work with the Media Consultant to develop ideas, connect a relevant non-profit organization, manage a marketing campaign and direct the execution.
STRATEGY
STRATEGY
We developed and produced virtual donation campaigns that promote pet adoption, the fundamentals of reading to young people; and helping those in need during the holiday season. In 3 separate campaigns benefitting Oahu SPCA, Read-to-Me International and Partners in Development Foundation, independent donors received Raising Cane's gift cards for a low minimum donation and Raising Cane's matched the total donation. In the second year of the holiday campaign, the program expanded for listeners to nominate deserving individuals that were matched with sponsor donors. Donations were solicited on-air, online, on location at sponsor restaurants.
RESULTS
RESULTS
Sponsors received significant on-air coverage for their philanthropic efforts while the radio station personalities, through live and recorded promos and digital profiles, helped exceed monetary donation goals for local nonprofit organizations. Online engagement, event participation, and ratings show that the campaigns effectively drew fan loyalty for the radio station and its partners.
ROLE / TEAM
ROLE / TEAM
Director of Marketing, PR and Promotions / Pacific Media Group
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