Case Study_U&I

event promotion

Case Study for U&I

The U&I DASH 5K Aardvark Communications

situation

U&I is a long-running charitable organization that provides job training and placement to individuals with disabilities and barriers to work. The Dash is a 5k run and family event that serves as one of their primary fundraising events each year. U&I wanted to significantly increase the organization’s profile and visibility of the event as well as increase participation.

business challenge

Generate awareness and attendance for major U&I fund raising event, the U&I Dash. Generate high-profile media opportunities for U&I CEO to communicate the organization’s mission.

tactics deployed

  • High-value media placements on local TV news programs, print, online, and radio stations before, during and after the event.
  • Paid and organic social media to highlight the work the organization does on a daily basis within the disability community and to promote details of The U&I Dash.
    • The U&I Dash included a 5k/1k run in the morning, children’s play area, live musical performances throughout the day, interactive art exhibit and art auction
  • Announcement posts in all local charity/timed run listings
  • Google Display and Adwords campaign targeting individuals searching for charity runs and family friendly events
  • Multi-phased email campaign to U&I donors and supporters
  • PSA’s on local radio networks

aardvark's approach

The agency leveraged a paid media campaign to generate awareness of the organization’s mission, to communicate the details of the event and drive engagement among followers and potential donors and to drive registrations for the 5k/1k run-walk. In addition, the agency executed an aggressive public relations plan to drive awareness for the event and build visibility for the CEO.

aardvark-collins partnership & collaboration

Agency worked with the U&I Creative Director to implement and extend graphic design template across all marketing materials.

Agency also worked with U&I Leadership Team to ensure there was a longer window vs. prior years for PR and promotion, allowing for significantly greater media exposure and social engagement as evidenced by our results.

results

Media exposure, social metrics, race registrations and event attendance were all significantly higher vs. the prior year’s event, and the highest in the history of the event.

Total Media Placements in 2024
250+
Value of PSA Media Placements
$83,000
Google Campaign Clicks to Event Landing Page
7,000
Paid Social Campaign Clicks to Event Landing Page
2,500
Cumulative Marketing and PR Clicks to Event Landing Page
38,000
Cumulative Marketing and PR Clicks to U&I Website
18,000
Event Attendance
0 (+60%)
Race Registrations
0 (+223%)
Aardvark Communications, U&I interview with Hugh