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The Challenge

The Greater Chattanooga Association of Realtors (GCAR) wanted to create an event in support of Habitat for Humanity. It was decided a golf outing that concluded with a wine tasting and silent auction would prove irresistible. Proceeds from the event would go to Habitat. The first challenge? Finding an unusual name for the event. The second? Designing, writing, and producing collateral, signage, letterhead, printed banners, digital ads, registration forms, and a Site landing page for guest registration, all in four short weeks.

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Our Approach

The name of the event was the key. We had to find a clever, yet unmistakably memorable way to bring golf, wine, and a worthy cause together. The name’s essential purpose was to get our audience excited about participating in the event and encourage them to sign up. After presenting a number of possibilities, client and agency arrived at a favorite, “Tee Up & Wine Down.” Once that was decided, we set about bringing the name to life.

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Brand Identity

We were dealing with a well-established brand. Finding a way to build an identity that called attention to the event, yet related to the voice, tone, and overall look of our brand sponsor was a priority. Typeface, a dominant color, voice and tone of the messaging had to reflect that of the Association. Any design or copy was in keeping with the brand personality, yet took some liberties given the nature of the event.

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Print & Collateral

Magazine ads, collateral, signage, printed banners, and registration forms, all carried a uniform design with copy/content that informed, entertained and above all encouraged readers with a sense of urgency to sign up for this fun and estimable event.   


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Digital Campaign

For our digital efforts, we implemented a Prospecting Display Campaign, which targeted golf enthusiasts in Chattanooga’s Designated Market Area or DMA. It was designed to increase awareness of the tournament and encourage word-of-mouth among golfing buddies. When interested visitors clicked through, it took them to a “Tee Up & Wind Down” landing page on GCAR’s Website. Here they’d find out more about the tournament and could also download a signup form to participate in this charitable event. As the tournament got closer, a Retargeting Display Campaign with added urgency was launched to remind visitors of the coming event and deadline for signup. We also bid both Display campaigns on a Cost Per Click basis so only clicks were paid for and impressions were free.


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Results

The tournament was a success. Several thousand dollars were raised for Habitat through the silent auction, ticket sales, and entry fees. Our digital campaign had almost 200,000 impressions and we surpassed our established benchmark for conversions and sales. All in all, “Tee Up & Wine Down” brought members of the community together for a day of fun and the opportunity to support a very worthy cause.

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