Case Study / Pro-social citywide campaign in San Diego, CA

The Challenge

Cox Communications, The San Diego Padres and non-profit Soles 4 Souls collaborated to host a citywide giveback campaign benefiting local community charities and children abroad. Their challenge was to ensure effective and timely communications to all partners local patrons leading up to the Padres baseball game and final collection date that prompted donations of new or used shoes. We worked together to develop a multi-level marketing campaign including video, graphics, and event management to coordinate all three brands consistent messaging.

The Solution

• Created 3 on-air TV spots that ran 4 weeks prior to the collection date.
• Designed event signage, billboards, in-stadium messaging, flyers and branded collection bins.
• Created and managed an event web page and Facebook event that engaged with the local community and prompted them to donate their shoes at 30+ community partner collection points.
• Developed press releases to secure local media coverage on the morning network show and sports radio.
• Planned and executed the event and worked with Soles for Souls and the community partners to collect all donated shoes nations wide on a one-day pick up.

The Result

• 10,000 pairs of used shoes were collected and then donated internationally via Soles4Souls
• Vans Shoes came on board post collection and donated 500+ new shoes to local San Diego charities.
• Campaign recipient of the Halo Cause Marketing Award, Mark Award and the Beacon Award in 2012