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| CLIENT: |
Habitat for Humanity of St. Charles County & 97.1 FM Talk |
CHALLENGE:
Habitat for Humanity of St. Charles County in Missouri was a relatively new nonprofit organization with big growth plans in the outlying St. Louis area. Their struggle was
to differentiate themselves from their larger, more well-known sister organization in the St. Louis metro area. Creating a branding message letting potential donors know
that they had a choice in giving to the Habitat brand was at the height of the St. Charles organization's goal.
SOLUTION:
Emmis Community Outreach worked with Habitat for Humanity of St. Charles County to build a multi-platform marketing program helping them to achieve a unique geographic
identity. The program included an on-air campaign on 97.1 FM Talk driving listeners to specially created live broadcast events at two popular St. Charles area businesses -
Ameristar Casino and First Financial Federal Credit Union. At each of these two-hour events, Habitat displayed a custom built backyard playhouse (built from in-kind support
from local hardware companies). While at the event, potential donors and business patrons were encouraged to purchase tickets for their chance to win the one and a half
story playhouse.
RESULT:
A multi-month on-air and on-site custom marketing program not only helped to brand Habitat for Humanity of St. Charles County as a unique, separate entity of the national
Habitat organization, but also raised funds. Hundreds of tickets were sold through these events. Habitat for Humanity of St. Charles County has grown into a much larger
organization, recently opening its own ReStore in the area.
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