- Client – Level 7 Fitness
- Industry – Live Event / Fundraiser
- Date – 2019
Level 7 Fitness is a private gym located in Clovis, California that is tailored to people looking to take their fitness to the next level. Owner Vincent Houle planned to celebrate his second year in business with a charity boot camp and blood drive for the local children’s hospital Valley Children’s Healthcare and the Central California Blood Center.
The timeline was only 40 days (October – November 2019) to promote the event. The research involved creating an online audience that is interested in both fitness and giving to charity and businesses that would help promote the event within a 10-mile radius around the gym. From there the goals were to;
- Build awareness about the event within the local community.
- Build awareness about the event with people who are interested in fitness and giving to charity.
- Increase the amount of money raised for charity from last year’s event.
- Build awareness about being able to give blood at the event.
From there my measurable objectives were;
- Increase social media content total reach and impressions by 50% from last year’s event.
- Increase the amount raised for charity by 25% ($1,500) from last year’s event.
- To have 20 people donate blood to the Central California Blood Center.
Below are the strategies and tactics that I used.
- Social Media Marketing: I created several short-form videos about the event and then strategically posted them throughout the weeks leading up to the event on Facebook and Instagram.
- Social Media Ad Buying: I created several Facebook and Instagram ads that strategically targeted people who are interested in fitness and giving to charity within a 10-mile radius of the gym.
- Real-Time Marketing: If the event raised $1,500 the owner would live-stream himself getting his long hair cut for the charity “Hair We Share”, which I streamed to his 700+ Instagram followers.
- Event Calendars: I posted event information to six local TV news stations’ online event calendars.
- Marketing Flyers: I created a flyer and posted it in 12 local businesses within 10-miles of the gym.
- Website / Landing Page: I created an event page on the gym’s website which gave people a chance to learn more, RSVP, or if they could not come but wanted to donate, they could donate through the site.
- Local Influencers: I had six gym business owners post event information on their Instagram accounts.
Below were the final results.
- Total Reach: 11,146
- Total Impressions: 17,114
- Total Raised: $2,000
- Total People Giving Blood: 20
Overall the client was very happy. In total, I was able to meet expectations, achieve the goals and objectives, and was able to stay within budget. We surpass the fundraising goal with $2,000 being donated to the local children’s hospital, the owner cut his long hair which was donated to a charity that helps cancer patients, and we had 20 people donate blood which will help at least 60 people at local medical facilities in the Central Valley.
The online reach saw a 131%+ increase from last year’s event. While online impressions saw a 97%+ increase from last year’s event. Money raised saw a 66%+ increase from last year’s event.
This campaign won awards in 2020.
- 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: Video