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  • 2011 TV Spot: Badge of Honor

CASE STUDY The Dempsey Challenge

 

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The Dempsey Challenge

CLIENT NEED

In 2010, The Patrick Dempsey Center for Cancer Hope and Healing asked Rinck to assist in marketing its largest fundraiser, the Dempsey Challenge, founded in 2009.

The challenge was to develop marketing messages that appropriately connected Patrick Dempsey’s celebrity with the mission of The Dempsey Center and its services and outreach to those affected by cancer.

In addition, marketing messaging was needed to encourage registrations. In year one, the $150 fundraising commitment per individual had proved to be a roadblock to registrations and a source of complaints among participants. Year two needed to address this concern and demonstrate the necessity for this minimum.

THE SOLUTION

Since 2010, Rinck has developed and executed integrated communications campaigns throughout Maine, New England and key national media using documentary-style radio, print, digital, social media and television advertising as well as collateral materials.  A customized Facebook Contest APP has also been developed.

Based on emotional message platforms and the services of The Dempsey Center, the marketing materials help potential participants understand the importance of the fundraising toward advancing the center’s mission.

THE RESULT

Since 2009, the Dempsey Challenge has raised more than $5 million for The Patrick Dempsey Center for Cancer Hope and Healing, allowing the center to expand services, education and programs.

In 2013, more than $1.1 million was raised by 3,801 participants hailing from 34 states and 8 countries. Over 1,000 volunteers contributed 6,472 hours of donated time and 36 corporate sponsorships covered the costs of executing the 2-day event.

The Dempsey Challenge’s social media fan base has continued to see significant growth. Post 2013 event statistics - Facebook Likes: 14,212; Twitter Followers: 3,382; YouTube Views: 22,975; E-newsletter Subscribers: 14,159; and Website Visits: 264,691 (134,860 Unique Visits).

The Dempsey Challenge has been covered on national broadcast news by CNN/HLN, Good Morning America, The Tonight Show and The Ellen Show, and by print publications including USA Today, Outside, Parade, Bike, Bicycling, and Fitness magazines.