Campaign Overview:

Through its Alumni & Friends platforms, Boys & Girls Clubs of America (BGCA) is creating 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 and dynamic experience aimed to generate more Club supporters.

Goals:

• Grow the current membership for Alumni & Friends

• Engage current and potential community of alumni and supporters

Audience:

• Internal: Boys & Girls Club alumni, National & local Club staff

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

Strategies

• Contest: Sign the yearbook for the chance to win $10,000 donation to your local Club and Meet & Greet at Yearbook event with Shaquille O’Neal; lead capture through contest participation

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

  • Satellite Media Tour with Shaquille O’Neal, Club alum

  • National press release

  • Yearbook event with Shaquile O’Neal at local Club and contest winner

• Digital & Social

  • Digital paid advertising plan

• Internal Communications:

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

  • Email campaign to internal lists

Results:

• Over 231 million media impressions including 105 million earned

• 41 earned placements including Sports Illustrated and USA Today

• Nearly 1,000 people signed the yearbook

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