Pink Up Case Study
An entire community joins together for a cause. You have heard of this before, but what does it look like? In this illustration, it looks pink. Here is the story of how the Pink Up™ movement started, and advice for marketing your next event/fundraising endeavor.
Know your roots
Back in 2000, when breast cancer claimed her mother’s life, former Southeast Missouri State University women’s volleyball coach Cindy Gannon founded Dig for Life to help other women fight this disease. Dig for Life is a series of fundraisers to educate women in the region about the importance of early breast cancer detection through regular mammography screenings.
Clearly communicate your cause … and effect
All of the Pink Up campaign materials highlighted our partnerships and communicated the impact. For example, our messaging often included the following: co-sponsored by Saint Francis, Southeast Missouri State University and funded by donors, the Dig for Life program has provided more than 3,200 mammograms to the community since its inception. All proceeds provide valuable screenings at no cost to those in our region who otherwise couldn’t afford them.
Make it momentous
We are not talking about little bake sales here; we are talking region wide businesses and schools donating and raising funds, a charity golf tournament, a luncheon with specialty auction items and a jersey auction and special football game at the end of the month to wrap up our October Pink Up program.
Deliver celebs, sports and/or swag
Our client, Saint Francis Healthcare System, partnered with Southeast Missouri University to offer a jersey auction and special Pink Up Football Game. This collaboration, led by head coach Tom Matukewicz, is a way for Southeast football to celebrate survivors and honor those who have lost their battles with cancer. The Pink Up jersey auction offers a chance for locals to bid on jerseys that winners personalize with a name in honor of a loved one. After the game, the athletes present their jerseys to the winning bidders on the field.
Many of the players said that playing in honor of someone who lost their life to cancer, and then meeting their families on the field after the game was the most meaningful experience of their season. (Heart. Swell.)
Share the experience
Among the integrated Pink Up marketing plan consisting of broadcast, print, digital and social was our four-hour game day SnapChat geofilter, which resulted in 15,575 views – the number of times a Snapchatter watched a SnapChat with our geofilter in a story or on a Snap sent to them.
Track the results
In last year’s jersey auction, over 103 jerseys were auctioned off and this event alone generated over $26,000. But there is more. Like way-yyy more. Download our Pink Up Case Study for the rest of our record-breaking results.
Share the results
See what I did there?