ELDERSOURCE
Challenges
As the Area Agency on Aging, ElderSource is responsible for coordinating state and federal funding to support various agencies that serve older adults in a seven-county area. They had never made a direct ask to the public to raise funds, yet when they discovered 5,000 local seniors were on a hunger-relief waitlist, they were determined to take action. The agency applied for and received a grant from The Delores Barr Weaver Legacy Funds, which would match funds they raised up to $50,000. They had one year to meet the challenge and wanted Daigle Creative’s help to do so.
Solutions
Daigle Creative developed a comprehensive and multi-faceted advertising and public relations campaign. We began by branding the program as “Suppers for Seniors,” creating a distinctive logo and crafting content for the campaign webpage. We developed internal messaging for board engagement and sponsorship solicitations, as well as public-facing print, digital, radio and social media advertisements. In addition to these marketing efforts, we implemented a robust public relations plan to maximize media coverage and community awareness.
Results
Daigle Creative’s media buyer used a limited advertising budget to achieve more than 790,000 paid impressions in the marketplace and secured 2,000 free radio PSA commercials worth $15,000. The public relations team procured 19 story placements, with a publicity value of more than $15,000. The Suppers for Seniors campaign met the $50,000 fundraising goal within just four months, securing the matching grant to collect a total of $100,000 to help food-insecure seniors.
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Paid Advertising Impressions
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Raised for Seniors
ADVERTISING
BRANDING
PUBLIC RELATIONS
