Priorities for Change
Challenge
When we peeked behind the curtain at Priority’s charity work, we found a program giving non-violent offenders a second chance at technician careers. A 50-year-old charity touch football game that raises more than $400,000 a year. And an annual holiday campaign that pays down animal shelter adoption fees so more pets are adopted. Priority’s good causes had all the material we needed for a strong cause marketing campaign. But how to do it without sounding braggy and self-congratulatory? Through powerful, vivid storytelling that kept the spotlight on the charities. And a strategic launch on Super Bowl Sunday -- on one of the busiest advertising days of the year. What Drove Us 36 # charities Priority supports 50% Local residents watching the Super Bowl 78% Game viewers using social media
Solution
The game plan Our “Priorities for Change” campaign centered on a strategic mix of four television spots, five long-form videos, a strategic social media campaign and a pre-launch email marketing push to both Priority customers and employees. Each component drove web traffic to a user-friendly microsite -- PrioritiesForChange.org -- filled with more stories, videos and helpful links to spark community involvement with the brand’s favorite charities.
Results
The Final Score When we pull together all the game-day stats and finish all the post-game analysis, we’ll be sure to update this space and let you know if “Priorities for Change” was a success. But early reactions have been great. Until then, head over to PrioritiesforChange.org and see all the work, find a charity you love and help drive more positive change in our communities.
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