TAMPA, FL—It’s one thing to sell a product to someone. But what happens when there is no product, and all you can promise in return for a customer’s money is a warm, fuzzy feeling? This is just one of the hurdles PeakBiety branding + advertising® had to overcome to help the Cancer Research Alliance raise funds to help accelerate the end of cancer.
The Cancer Research Alliance is a 12-member organization of some of the nation’s top cancer research centers. Home to nine Nobel Prize winners, CRA member centers have a long history of groundbreaking achievements in cancer research.
On a shoestring budget and with the very big mission of curing cancer, PeakBiety worked with CRA to develop a cause marketing campaign around the theme, “The infinite power of one.” Email marketing, Web banner ads, radio spots and a Web-aired video explain that, if everyone gave just one dollar and passed the message on to their friends, the face of cancer could be forever changed.
Viewers and listeners were then directed to www.celebrations.com, a party-planning Web site partnering with the CRA to collect the donations. In addition to giving $1.00, donors were invited to add their photos to a “CURE” mosaic on the site to “change the face of cancer.” The email and banner ads show the faces of contributors and the radio and video spots string together voices in an invitation to join forces for the cause.
According to Maureen Carlson of the CRA, “The team at PeakBiety far surpassed our expectations in fashioning a message that resonated with the audience. Although the final numbers are not yet in, we have received nothing but positive feedback on the campaign from both donors and our members.”
PeakBiety branding + advertising® services local, regional and national clients in a variety of business sectors. The agency focuses on adding value for its clients by improving customer perceptions. This commitment is summed up in the agency’s promise, “the power of perception®.”
PeakBiety is also one of the few agencies in Tampa Bay to meet the strict requirements for membership in the prestigious American Association of Advertising Agencies (AAAAs). For more information, call Glen Peak at PeakBiety branding + advertising, 813-227-8006, extension 114, e-mail firstname.lastname@example.org or visit peakbiety.com.
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