Accepting The Challenge
When Greensboro Children’s Museum came to us, they asked for a fundraising concept to increase donations for an annual drive. The museum had been in its community for 18 years with a mission to connect with parents, teachers and educators through hands-on learning through play. With a new outdoor play plaza, Edible Schoolyard garden and cooking school, the Greensboro Children’s Museum prizes engaging experiences and is nationally recognized for its success.
The challenge before us was, first, how to grab audiences—parents, like-minded organizations and other local supporters, with an emotional hook. We knew this was the key to drive engagement with the community, drive brand awareness and activate donations.
From Strategy to Action
We strategized and built our plans on the insight that play is a value that will carry a child through life. To support this idea, we developed Give Play for Good, a marketing campaign demonstrating the power of play in unexpected and everyday ways. The campaign included:
- A Donation Page at giveplayforgood.org
- Three Broadcast PSAs (viewable at the donation page)
- Email and direct marketing
- Social media content creation
- Digital ads on social networks
“The launch of our new outdoor play plaza was part of our capital campaign and was introduced in May,” said Althea Hall, marketing director at Greensboro Children’s Museum. “The combination of everything Primary did with us delivered a halo effect for that project, and made a big impact overall for our organization. We had so much engagement with the social content that Primary developed, that it really drove awareness like never before. I loved that we had a total 360 of our messaging grounded in the foundation that Primary developed with us, and firing in sync on every platform.”
The Results Are In
And the results have been nothing short of astounding, with GCM reporting:
- 48% year-to-date increase in GCM memberships and walk-up admissions sales
- 2017 GCM summer camp program sold out
- Paid programs including GCM’s Edible Schoolyard cooking school programs, which continue to sell out
- Green Acres Gala fundraiser sold out
One of Primary’s core beliefs is giving back to communities and spreading good. Most recently, we have worked to create a pro bono site for HomeStart’s Renew Collaborative a non-profit dedicated to preventing evictions, and created Bell Hurricane Relief, for Bell Partners to assist employees following the hurricanes in Texas and Florida. We’re looking forward to more good deeds with our clients in the future. What else can we all give for good? Contact us for ways we can partner on transforming single acts of giving into bigger missions for a better life.