[ THE SITUATION ]

  • OPERATIONAL LEAD: Feel Good Fitness (Client)
  • SECTOR: Health & Wellness / Community Philanthropy
  • TIMELINE: September – November 2022

To mark their 5-year operational anniversary, Feel Good Fitness sought to execute a community event that extended beyond standard brand promotion. The objective was to architect a month-long philanthropic campaign to fund a “GO Kart” (a portable video game kiosk) through Gamers Outreach, designated for donation to Valley Children’s Hospital. The primary operational constraint: this initiative required full execution, from digital awareness to physical event management, on a strict zero-dollar marketing budget.

[ THE STRATEGY ]

I engineered an “Omnichannel Community Mobilization” strategy. Without the leverage of paid digital advertising, I relied entirely on high-impact organic tactics. The approach synchronized local media relations, strategic influencer partnerships, and aggressive internal communications to generate sustained public momentum leading up to a localized, multi-vendor physical event.

[ THE EXECUTION ]

  • Digital & Organic Syndication: Architected the campaign’s visual identity and deployed a targeted social media marketing matrix, utilizing local event calendars and website integration to drive fundraising traffic.

 

  • Strategic Partnerships: Identified and engaged localized social media influencers and aligned with regional food and beverage vendors to incentivize attendance and maximize organic reach.

 

  • Media & Public Relations: Executed a localized media relations protocol to secure earned media coverage, bypassing the need for paid promotional spend.

 

  • Event Command & Logistics: Directed the physical execution of the 5-year anniversary event, integrating the workout sessions, vendor logistics, and prize giveaways into a seamless community experience.

[ THE AFTER-ACTION REPORT ]

  • Objective Over-Performance (Financial): Set an initial fundraising objective of $3,500. The campaign generated $4,400.18 for Gamers Outreach, successfully funding the GO Kart for Valley Children’s Hospital.

  • Objective Over-Performance (Physical): Surpassed the targeted 20-person event attendance, securing 27 physical participants.

  • Zero-Budget ROI: Proved the capability to generate significant capital and community action entirely through earned media, organic digital strategy, and stakeholder alignment.

[ INDUSTRY RECGINITION ]

This campaign won multiple awards in 2023.

  • Public Relations Society of America “Image Awards” – Award of Excellence: Campaign of the Year
  • Public Relations Society of America “Image Awards” – Award of Excellence: Community Relations
  • Public Relations Society of America “Image Awards” – Award of Merit: Social Media
  • Public Relations Society of America “Image Awards” – Award of Excellence: Special Event
  • Public Relations Society of America “Image Awards” – Award of Excellence: News Release
  • Public Relations Society of America “Image Awards” – Award of Excellence: Poster / Banner
  • Public Relations Society of America “Image Awards” – Award of Excellence: Website
  • Public Relations Society of America “Image Awards” – Award of Excellence: Video