MIXED MEDIA
CREATIVE IDEAS FOR MARKETING, PUBLIC RECREATIONS AND WORKING WITH THE MEDIA
How 'bout these Apples
Skokie Park District teams-up with corporate sponsors for a fund-raising event
that benefits the agency, sponsors, media and—most importantly—kids
BY DIANEA.HARDY
A boy grins as he bobs among the
apples |
The World's Largest Apple Bob." Some imaginations flutter when they hear those words, others just aren't sure. But for the Skokie Park District, this outside-the-box event became a hefty but sweet formula for a successful, goaldriven experience. Look outside the programming box Like everything else, good programs start small. For years, the Skokie Park Districts aquatics manager dropped a few bushels of apples into the pool so that a handful of tots could jump in and bob for them. After several brainstorming sessions, the district decided that by magnifying this event, it would become a perfect target for sponsor support, media approval, charity-aimed goals and good-image marketing. After months of going through apple distributors, orchards and stores, Dominick's—a leading regional supermarket chain—agreed to a larger apple commitment. To be exact, 100,000 apples to be dumped into Skokie's 250,000-gallon pool. Negotiated in the Dominick's contract were poster displays in 12 Dominick's stores for a two-week duration. The district also secured five major company sponsors that agreed to $2,800 each. Then, on Sunday, August 22, the aquatics staff dumped 100,000 apples into the Skokie Water Playground pool. |
Find a sponsor niche
Because the Corporate Sponsorship Department needed a "hook" to entice sponsors, the
Skokie Park District board members
present
Two media sponsors, one radio and one
newspaper, also helped "talk up" the event during morning drive-time phone interviews with
staff and sponsors, with pre-event staged photographs and full-page ads in the monthly
newspaper. (Total media value: $20,000).
Pick a wholesome charity
After an extensive Internet search, Skokie
Park District discovered Kids Care, a charity
that instills charity into children. For example,
Kids Care Clubs across the country host base-
November/December 1999 /45
ball cap drives for children with leukemia, then
deliver the hats to homes and hospitals. In
1999, children from these clubs stuffed and
shipped 8,000 goody bags to tots in Kosovo.
Translated messages full of hope, along with
notepads, stickers, soaps and toiletries were
placed in each bag.
"Children helping children" made this the
best choice for this event.
Media takes chunk of fruit
Because of the Skokie Park District's longtime relationship with the metropolitan press,
these shoes were easy to fill. District staff asked
sponsors and their PR agencies to also send their
own releases about the event. Besides pre-event
coverage in many local and regional newspapers, NBC's morning show hosted a live "prevent bob" at prime viewing time. In another
area, sportscasters raised interest when they
learned that new Chicago Bull Ron Attest,
picked 16th overall, would throw out the first
apple. The event received television coverage
in 32 cities across the nation.
Safety first
The state and local health departments also
gave Skokie Park District their blessings with
the agreement that patrons would grab—not
bob—for apples in the pool. A directive was
also given that the apples had to be pre-washed
before dumping into the pool.
Co-chair Scott Runkle, made sure that the
chlorine levels were higher than the standard
and that his already-doubled-up staff and crew
were in full force for a safe presentation.
An end is just a new beginning
After all was said and done, the Skokie Park
District heralded a safe and classic event. Ron
Attest made a raving debut as a Bull. Media
gave viewers something positive to watch on
Sunday night television. Patrons lugged home
enough apples for hundreds of apple pies.
In addition, volunteers found the job to be
rewarding. Sponsors received excellent feedback in their daylong contests, sales and sampling. And, most importantly. Kids Care went
home with $3,000 to fund the start of clubs in
the Chicago market.
To us, that says it all.
DIANEA. HARDY
46/ Illinois Parks and Recreation
Debbie Spaid, far left,of Kids
Care, a check for $3,000.
park district took a risk by only asking apple related sponsors to participate. This included
Treetop Apple Juice (a leader in apple juice)
and Quaker Oats, which recently launched a
new apple oatmeal line. (Total sponsorships
exceeded $12,000.)
is the corporate sponsorship manager for the Skokie Park District and
was co-choir of 'The World's Largest Apple Bob.'