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Case Study: Event Marketing for Nonprofit's Annual Fundraiser

Updated: Jan 10

Introduction

The Mighty Texas Dog Walk is an iconic annual Austin event. Known for setting Guinness World Records, it has drawn thousands of participants annually for over 2 decades.



Challenge

Service Dogs, Inc. sought to grow its 23 year old annual festival and fundraiser amidst stringent competition in a fast growing, saturated market.


What We Did


 1. Research & Plan

  • Competitive analysis, audience research, & SWOT

  • Media mix & budget

  • Communications Strategy

  • Campaign Plan


2. Implement, Measure, & Optimize


Creative Production

  • Event logo & brand style guide

  • Web Design & Development

  • Photo & video production

  • Ad creative for all channels

  • Graphic design for print & digital


Paid Media

  • Ad placement & management (search, social, programmatic)

  • Audience segmentation & retargeting

  • Direct mail (targeting, creative, mailing)


Earned, Shared, & Owned Media

  • Email marketing (strategy & implementation)

  • Social media management

  • User generated content campaign

  • PR strategy & support

  • Website content & SEO

  • Outreach to local community calendars & media outlets


Marketing Management

  • Delivered weekly reports on performance and strategy

  • Created internal systems to ensure smooth communications and execution of marketing projects between agency and client

  • Built custom integrations and automations between software to provide access to realtime data and insights

  • Conducted attendee and sponsor survey and analysis

  • Developed comprehensive post-mortem to capitalize on successes and improve future campaigns


Results

  • Attendance surged by 40%.

  • Ticket sales and fundraising increased by 55%.

  • Year-over-year participant retention rose by 95%

  • Earned media coverage on 5 different local and national outlets


Now we're setting even higher goals for future years, backed by data. See our work here



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