Campaign Overview:

Through its Alumni & Friends platform, Boys & Girls Clubs of America (BGCA) is building a community of former Club members and supporters who aspire to stay connected, network and give back. In partnership with Keurig Dr Pepper, BGCA launched its first-ever digital yearbook, an interactive experience designed to grow its community of supporters.

Goals:

• Grow the current membership for Alumni & Friends.

• Engage the current and potential community of Boys & Girls Clubs alumni and supporters.

Audience:

• Internal: Boys & Girls Club alumni, national and local Club staff.

• External: Boys & Girls Club friends and supporters, and Keurig Dr Pepper employees and consumers.

Strategies

• Host a yearbook-signing contest to generate leads for the Alumni & Friends community.

  • Invite participants to sign the yearbook for the chance to win a $10,000 donation to their local Club and a meet-and-greet with Boys & Girls Clubs alumnus Shaquille O’Neal at the yearbook event.

• Implement a strategic PR plan to help raise awareness for Alumni & Friends and the Digital Yearbook.

  • Satellite Media Tour with Shaquille O’Neal

  • National press release

  • Media outreach around yearbook event with Shaquille O’Neal at local Club

• Develop a paid advertising plan to drive traffic to the digital yearbook and Alumni & Friends site.

• Leverage internal communication channels to encourage Boys & Girls Clubs and Keurig Dr Pepper employees to join the Alumni & Friends community.

  • Yearbook photo booths at BGCA’s national conference and BGCA and Keurig Dr Pepper headquarters

  • Email campaign to internal audiences

Results:

• More than 231 million media impressions including 105 million earned media impressions

• Secured 41 earned placements including Sports Illustrated and USA Today

• Nearly 1,000 people signed the yearbook

• Grew community of Alumni & Friends from 25,500 to 92,000

  (along with other activations)