The Premature Baby Foundation approached Black Vanilla to help promote their latest fundraising project.
The objective: to raise £150,000 by 2017 to purchase a property, The Burrow, close to Southampton hospital for local families to stay in when their little one needs critical off-island treatment.
Black Vanilla relished the opportunity to work with such a fantastic cause. We worked closely with the foundation to establish objectives, challenges, budget, considerations and opportunities before putting forward a detailed annual marketing communications plan.
Using the talented Tin Squirrel for creative and Black Vanilla’s marketing expertise, the campaign invited people the chance to buy a virtual brick to help build this property – together. A multi-channel media plan across Island FM, direct mail with the Guernsey Post Office, social media and video content, the Christmas markets, the Name The Bunny pre-school competition and the back of a bus was implemented. Approximately £10,000 was spent on advertising, all of which was maximised through associated public relations and social media activity.
Oodles of editorial was generated across press, all local radio stations, and news sites online. This included the PPBF website which had a review of content. The campaign involved negotiating rates, setting the strategy, the timings, and the media selection needed to allow us to communicate all the details of the campaign, regularly and clearly with impact. The objective; to raise awareness of The Burrow and encourage locals to connect to the cause instantly and buy a brick.