Two weeks ago our county successfully wrapped up another year for our Relay For Life campaign by hosting the 2012 Relay For Life Sponsorship Luncheon to thank our wonderful sponsors that donated time and money for cancer research and awareness. I was honored to be the 2012 Chairperson for the event and quite frankly am exhausted but very proud of our accomplishments. Our Relay For Life event was held in July one of the hottest months on record yet we managed to raise over $44,000 for our local American Cancer Society chapter. How did we do it? I have put together some researched factors along with my own strategies that hopefully you will find important when running a marketing campaign for your event. No matter how big or small you must follow these elements to build a strong PR campaign for your event.
First key factor is knowing your audience. Of course our audience is current cancer patients, cancer survivors and caregivers of cancer patients. In the county I live in this can include almost everyone I know in one way or another. We have five cancer treatment centers, 2 major hospitals and various ocologists in the county working dilegently to treat cancer patience in the area.
Make it personal. Be sure when targeting your audience you are conveying your message by sharing a personal story or connection to bring your audience something personal that they can connect with. I wrote about my best friend passing away of lung cancer last year. This showed my compassion and personal connection of why I want to stomp out cancer and raise awareness.
Choose your media. There are many tools that can assist you in this area. Utilize the local news stations, newspaper, radio, and all social media outlets such as Twitter, Facebook, Google + and more.
Be trustworthy and honest. Your audience will respect you if you are upfront and honest with what message you are trying to get out there. Stay consistent with your values. Research is key and stay on task with what you are presenting. A helpful insight to these points can be found at 10 Key Elements of Effective Public Relations Campaigns and Bonus Download by Caroline Jaffe-Pickett. Caroline was most helpful to me when I was running our 2012 Relay For Life campaign.
Stay positive and do your research. You can do it!