Rotary Club Gets Results from Evergreen Marketing Strategy
For the Rotary Club of Kitchener-Conestoga, the Dream Home Lottery, Turkey Drive and LobsterFest are the biggest events on the calendar, raising millions of dollars over the years for local charities and international projects.
When the club wanted to give the three fundraisers a marketing makeover, raising their profile on social media and the club’s website, it sought outMark Hallman of Evergreen Digital Marketing for help.
All 12,500 tickets for the 2013 Dream Home draw sold out, a first in recent memory.
“There were probably many reasons for that, but I think one them was our messaging online,’’ says Mike Gillespie, 2013 chair of the lottery. “I think the sense of engaging with the community was improved.”
Evergreen helped the club bundle the three events into a comprehensive marketing campaign that includes regular updates dispatched via email, Twitter and Facebook as it moves smoothly from one month to the next.
People interested in the Dream Home Lottery, which last year supported Strong Start and the Grand River and St. Mary’s hospital foundations, could also take a virtual tour of the house.
Hallman meets monthly with the club’s communications and marketing team to analyze how the campaign is performing with its larger online presence.
“It’s that monthly contact that helps demystify the whole process,’’ says Tony Denison, the club’s communications chair. “Mark is just very pro-active. He takes something and runs with it. He takes ownership.”