October 22, 2013

Strong Marketing Strategy Leads To Results for Boys & Girls Clubs

Awareness Spikes following Aggressive Advertising Campaign During Recession

A marketing research study suggests that advertising during a recession, a marketing strategy long recognized as effective in the business world, works in the nonprofit sector, too.

Boys & Girls Clubs of South Puget Sound received 50 percent more mentions in a 2013 survey of adults in the region than in a similar survey two years earlier in response to the question “When you think of places/organizations where kids can go to get a good life experience, which one comes to mind first?”

The survey followed the organization’s 2013 campaign focused on the quality and variety of its programs. B&GC of South Puget Sound worked with JayRay to develop the marketing strategy and integrated advertising campaign that put the spotlight on the organization’s robust programs. The campaign included billboard, transit and newspaper advertising, as well as social media.

“JayRay has been our creative partner for four years. Their incredible creativity through this comprehensive strategy is validated by the remarkable results of this survey,” said Jinnie Hanson, director of marketing and communications for the Boys & Girls Clubs. “They do this gratis and with tremendous care for our kids.”

The study also shows strong growth in awareness of B&GC of South Puget Sound compared with other organizations that benefit children and increasing familiarity of its logo.

The study conducted online by GMA Research included 350 confidential responses from adults in Pierce, Kitsap and Mason counties. The margin of error is 3.5 percent at the 95 percent confidence level.

“In the competition for attention, Boys & Girls Clubs is a winner. It took strong leadership from the volunteer marketing committee of the board to stay aggressive while the economy tanked even as many organizations retreated,” said Kathleen Deakins, president of JayRay.

JayRay is the long-time marketing partner of Boys & Girls Clubs of South Puget Sound, providing pro bono strategic and creative services.