Fall HTM Campaign Highlights
As my 9th Fall season at Home Team Marketing (HTM) comes to a close, I can’t help but take a deep breath. This was easily the busiest season in HTM’s 12-year history, and I’m proud to say that we delivered very successful campaigns for our clients thanks to the hard work of so many, including our network of high schools.
Not only did we execute campaigns at more high schools than we ever have in a Fall season, but we executed campaigns that were fully integrated. The Fall season included programs with food sampling, online pledges, text voting, halftime promotions, contests and sweepstakes. More than 60% of our campaigns included an on-site activation element. The bottom line is that most of our clients want more than just branding (signs and PA announcements); they want to engage the communities they are supporting. This is what makes the HTM platform so special – the ability for our clients to have a grassroots impact as demonstrated in the following three programs:
Hellmann’s recently launched a new product as a competitor to Miracle Whip – Hellmann’s Real Whipped. Hellmann’s utilized the HTM platform this Fall to introduce the product to moms and families in mostly rural communities across the Midwest. The campaign was activated at 95 high schools and included 160 on-sites where fans had the opportunity to try the product on free ham sandwiches.
Brunswick Auto Mart, a car dealership in Northeast Ohio, partnered with Subaru and Chrysler to promote a Safe Driver Pledge at high schools across the Cleveland DMA. The program encouraged high school students and fans to visit an online microsite built specifically for this campaign in order to agree to the pledge that highlighted safe driving tips. The two schools that produced the most pledges were rewarded with $10,000 and $5,000, respectively. More than 11,000 people took the online pledge.
Finally, Super 1 Foods (a grocery store with locations in Texas, Louisiana and Arkansas) activated a Fall campaign with HTM for the second year in a row. The campaign asked fans to text their school’s unique keyword; the school with the most texts per capita (based on enrollment) won $5,000. The campaign netted more than 35,000 total text messages!
As the Fall season ends… the Winter season begins. I’m looking forward to another season of integrated campaigns that deliver results for our clients and value for our schools!