Summer 2020 created a challenge for this Boston non-profit.
I got to work with a team of fellow BU students as the Strategist & AE to create the WIFFLE® Ball Challenge:
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Brand Background:
Travis Roy Foundation, a non-profit dedicated to enhancing the lives of individuals with spinal cord injuries and their families
The Challenge
For the past 18 years, the Travis Roy Foundation has hosted a WIFFLE Ball Challenge Tournament that raises over $100,000. Usually taking place in Little Fenway, Little Wrigley and Little Field of Dreams in Essex, Vermont, the 2020 tournament had to be canceled due to COVID-19. TRF needed to find a way to host a virtual fundraiser to take place of the tournament.
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Target Audience
Challengers
TRF followers motivated to share their support through social media. ​They have participated in the WIFFLE Ball Tournament in the past and want to somehow be involved again in summer 2020.
Donors
People new to TRF. They will comment, like, and enjoy a virtual challenge but don't have the time to participate.
Insight: COVID is challenging people to get creative
COVID-19 challenged people to find new ways to continue traditions. People weren't afraid to be creative, as long as they could continue to participate in the things that mean the world to them.
The big idea:
Let's bring the annual WIFFLE® Ball Tournament home with a social media challenge
Communications Plan
1. Influencer Strategy
FOCUS ON MICRO
CATEGORIES
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​They have a stronger engagement
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They are more relatable & trustworthy
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They bring the local aspect that related to TRF's Boston pride
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​Sports
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Boston Pride athletes​
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BU & Northeastern athletes
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New England Revolution players
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Local personalities
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WBUR hosts​
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Comedians
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WBZ-TV hosts
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2. Media Strategy:
FOCUS: THE CHALLENGERS
Launched campaign on this platform by reaching out to previous TRF WIFFLE Ball Tournament attendees and encouraging them to begin the social media challenge.
FOCUS: THE DONORS
Launch the campaign through influencers participating in the social media challenge. Re-share the influencer content.
Creative Work
The WIFFLE® Ball Challenge
Summer 2020, we challenged participants to get creative with their home run.
We know past tournament players can hit a WIFFLE® ball on the field, but can they hit a WIFFLE® ball over their house? A pool? High school bleachers? The local library?
The TRF WIFFLE® Ball Challenge challenged supporters to show the world what they've got. We outlined three simple steps:
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Swing - Hit a WIFFLE® ball over any obstacle. A pool? Grandma’s garden?
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Post - Film a short video of you doing the challenge
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Tag - Tag 3 more friends using #BatterUpTRF
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We created our own ballpark this summer, raising over $31,000.
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Shortlisted for the Shorty Awards!
Art Director: Megan Kim
Copywriters: Lindsey Rosenblatt & Chris Young
Strategy Partner: Niharika Verma