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STONE ROAD MALL AND PARTNER PRIZING
In-mall shopping experience: $1,000 Stone Road Mall gift card and four
tickets to The Social with Red Car Service
THE PR IMPACT
Number of tickets sold: This time around, extra tickets were
made available because of increased capacity. In total, 449
tickets were sold. Applying a two-tier system, the price of
tickets increased closer to the date of the event.
Traditional media: At least ten different pieces of media
earned 350,000-plus gross media impressions, including Grand
Magazine (Waterloo Region), 91.5 The Beat (Waterloo Region),
and CTV News. The television station featured the event with
two-and-a-half minutes of coverage both on-air and online.
No less than a gourmet dinner was served.
Social media (I): With 80 published posts across its social
platforms, from businesses, and organizations associated
with the event, the mall earned over 450,000 impressions. To
date, combined with personal posts via social media from 139
confirmed account users, the shopping mall has received more
than one million gross media impressions.
Social media (II): Both GGH and Danielle Graham, a
Canadian entertainment reporter best known for her work on
CTV’s etalk, shared the event video to reach a combined total
of more than 13,000 people. Along with the actual event, the
30-second time-lapse video showed the process for set-up and
ended on a shot of its main visual marketing. The piece included
the event date, time, location, presenters (the co-operators and
Meridian), theme (Experience Africa), and GGH website.
Among the items up for grabs was a one-year
lease on a brand new Infiniti SUV.
Notable names: Sarah Nicole, a public figure, posted a photo
from the event using its #B TBGGH hashtag. As a social media
influencer, she has more than 66,100 followers on Instagram.
In addition to Nicole, Lloyd Longfield, a former Member of
Parliament, also attended the event.
THE BOTTOM LINE (US$)
Project Management: $1,930
Givecards: $1,235
Tickets: $310
Bingo dabbers: $465
Static posters: $125
Total: $4,065 (approximately 0.8 percent of the center’s overall marketing budget)
Note: The mall’s operations department contributed $3,085 to staff the event.
PAGE : 10
The Black Tie Bingo helped to raise much-needed
funds for The Foundation of Guelph General Hospital.