Case Rodeo Series / Habitat for Humanity Fundraiser

Case Construction Equipment

Category: Public Relations

Challenge

To increase visibility for Case Construction Equipment and increase visibility, brand preference and sales for Case loader/backhoes.

Solution

CHI worked with Case Construction Equipment and in partnership with its dealer communications firm to develop and support a year-long series of 70 loader/backhoe rodeos at Case dealerships, culminating in the Case North American Rodeo Championship held in Las Vegas. In order to generate maximum visibility for the Case brand and positive publicity for local dealerships participating in the Case Rodeo Series, CHI coordinated establishment of a location-by-location relationship and fundraising activities with local Habitat for Humanity affiliates in Las Vegas, where the launch event was held; in Racine, Wis., global headquarters of Case, and at all of the 70 dealer locations that chose to participate in the fundraising efforts. In exchange for a fundraising and volunteer-raising opportunity that provided exposure to contractors and other construction industry trade professionals, local Habitat for Humanity affiliates supported their respective dealers’ publicity efforts.

CHI also coordinated a media event for the launch, regional publicity for each of the dealer events, a media event for the Championship event in Las Vegas and follow-up publicity for the Case Rodeo Series champions.

Results

Ultimately, the Case Rodeo Series got thousands of customers and prospects in the seat of Case equipment. Resulting publicity included television, radio, online and newspaper coverage in markets across the United States and Canada and millions of impressions in national and regional trade media that cover the construction industry. Case attributes a 2-percent increase in market share for its loader/backhoes to the Case Rodeo Series. And the fundraising events at more than 70 Case locations raised an aggregate of more than $140,000 for Habitat for Humanity. The Case Rodeo Series also won a IABC Silver Quill Award of Merit and a PRSA Silver Anvil Award.

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