Client:

Kesler Mentoring Connection (KMC) is a non-profit organization that provides staff and resources to recruit, train, screen and refer adults to mentoring programs throughout Northeast Florida.

Industry:

Non-profit

Challenge:

KMC engaged Stone Marketing Group to develop a marketing campaign targeting human resource departments of the area's biggest companies with the ultimate goal of encouraging their employees to become mentors.

Solution:

“Drive for 5.” KMC initially planned for a direct mail campaign to top companies to help reach their mentor recruitment goals. Since this was going to be an annual effort, Stone Marketing Group proposed that KMC develop a brand for the campaign and build on that brand in subsequent years. The benefits of this strategy are that the organization would save precious time and money by not having to create a new theme every year and develop a more reliable stream of mentor recruits from the corporate community.

Elements:

- Campaign logo and plan
- Press announcements / media kit
- Direct mail campaign to corporations
- Press conference (with corporate/city leaders)
- Campaign materials on CD
- Power Point presentation
- Original photography
- Promotional signage

Results:

The client loved it. Within a few months of rolling out the campaign, KMC attracted several corporations who wanted to be founding members of Drive for 5 and help recruit other companies. The direct mail and promotions program was executed over an eight-month period. At the conclusion of the campaign, KMC reported a significant increase in the number of mentor recruits and is looking forward to even more next year.