Fox Valley Habitat for Humanity ReStore Grand Opening

Fox Valley Habitat for Humanity ReStore

Category: Corporate Event Coordination

Challenge

Working with a limited budget for promotions and advertising, Fox Valley Habitat for Humanity needed help targeting its primary audience of prospective customers, merchandise donors and volunteers to create interest in its new ReStore location in Aurora, Ill. Habitat for Humanity ReStores sell new or gently used goods donated by businesses and individuals for purchase by the general public for home building, remodeling and refurbishing. All proceeds from sales benefit Habitat for Humanity and are used to pay for materials to build affordable homes for qualified individuals and families.

Solution

Cooper Hong Inc. developed an integrated marketing communications campaign to promote the ReStore location’s grand opening, while getting the word out about the need for buyers, donors and volunteers. CHI developed and issued a media alert and pre-event news release, as well as promotional cards that volunteers distributed through dozens of area churches and businesses.

CHI also recruited a radio sponsorship in with a popular local radio station that supplied two-for-one advertising, a two-week schedule of public service announcements and a live broadcast at the grand opening. A donation of print media advertising was also arranged with Sun Times Media Group, and CHI secured a sponsorship commitment from Panera Catering to donate more than 500 snacks and premium incentive items for the grand opening event.

Results

More than 1,000 people attended the grand opening, which included a ribbon-cutting ceremony with the mayor of Aurora, and members of the Aurora Chamber of Commerce, ReStore board members and key volunteers. The grand opening delivered $12,000 in revenue – three times the prior daily average of $4,000.

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