Pace Project Management has a comparatively small audience of prospects, largely comprising commercial landlords, property managers and developers in and around the Christchurch CBD. They are well known for their construction and refurbishment projects around Christchurch, but Pace are less well known for their good corporate citizenship. The challenge was to make the good people of Christchurch more aware of what Pace do for their community.
Pace is a corporate sponsor of the Crusaders Super Rugby Franchise and a supporter of the Child Cancer Foundation. Pace had purchased a large number of rugby balls and planned to sell them for a nominal fee at 2 home games, where the Crusaders would sign them at the end of each match. Pace would donate all proceeds to Child Cancer.
The challenge was to somehow bring this together.
What We Did
Sometimes, a mix of on and offline marketing is called for and that was the case here. First of all we designed and produced posters to act as persuasive signage at the point of sale of the balls; then we created similarly designed banner ads for the Crusaders' pre-match e-messages, as well as the full content for a special Crusaders e-message to their fan base promoting the two events.
We created a Facebook page for Pace Project Management and populated it with some content that would be of interest to Cantabrians. Then we created a Facebook event detailing the great opportunity Pace was giving Crusaders fans in support of the Child Cancer Foundation, we boosted it to a carefully targeted audience and gained agreement for the Crusaders to share the event through there channels. This gave the event enormous reach and demand for the balls was instant - selling out in less than half an hour!
What was also enormous was the interaction between the people of Christchurch and Pace throughout the build up to these 2 great events.
What We Achieved
As well as a premier construction project management company, Pace are now known in Christchurch as a good corporate citizen and an active supporter of worthy charities such as the Child Cancer Foundation.
Pace have a Facebook presence now, giving them the means to bring good work like this, and with the other charities they support, to the attention of the community, allowing them to interact with the events and the Pace brand itself.
The Child Cancer foundation received two large cheques to help their cause and two of their supporters received free premium tickets to see the Crusaders versus the Highlanders in June!