San Antonio Sports - Stay Active. Stay Healthy.

San Antonio Sports - Stay Active. Stay Healthy.

San Antonio Sports - Stay Active. Stay Healthy.

Digital marketing and public relations campaign to transition a nonprofit’s in person fundraising and community outreach activities online amid Covid-19 lockdown restrictions.

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CTR

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Opportunity

For years, San Antonio Sports has been working to transform our community through the power of sport by providing free sports and fitness programs that inspire children and their families to live active, healthy lifestyles.

However, when the COVID-19 crisis struck, the organization was forced to pivot and adjust to the changing marketplace and social-distancing regulations in place. Two of the organization’s largest initiatives, the annual “Hall of Fame Tribute” fundraiser and their i play! afterschool program were impacted by the pandemic.

The organization’s annual Hall of Fame Tribute fundraiser was canceled and postponed to February 2021. The event attracts over 1,000 attendees and secures more than $400,000 worth of auction items. The nonprofit depends on donations raised at their annual event to support their operating budget for the rest of the year.

In addition, with schools forced to close, San Antonio Sports’ i play! afterschool program came to a halt. The program, which ignites a love of sport in 3rd through 5th graders, while teaching them life lessons about active living, good nutrition, and strong personal character, was forced to reshape.

During the crisis, Noisy Trumpet helped San Antonio Sports navigate the “new normal” and continue to connect with their target audiences through a variety of digital marketing and PR tactics.

Idea

Noisy Trumpet developed two strategies to help San Antonio Sports adapt to the current climate:

San Antonio Sports successfully transitioned hundreds of auction items reserved for their annual fundraiser to an online platform. Items included sports collectibles, gift cards, travel packages, and more. Despite the cancellation of their annual fundraiser, we were able to quickly pivot our strategy to continue to support our client’s needs. In order to promote the auction and drive bids, Noisy Trumpet developed and launched social media ads featuring auction items, while targeting past event attendees and donors.

Secondly, while the i play! afterschool program was canceled for the remainder of the school year, San Antonio Sports continued to provide sports and fitness opportunities for children by sharing resources for them to stay active and healthy at home. To further support San Antonio Sports’ i play! afterschool program, Noisy Trumpet developed a special “Stay Active, Stay Healthy” coloring sheet and infographic to help keep kids moving during the quarantine. In order to boost awareness, we shared details about the initiative with local media outlets and asked influencers to post a video of them exercising or re-post the infographic with the hashtag #iStayActive.

Results

The online auction resulted in:

  • 25% increase in San Antonio Sports online auction participation
  • These new online purchases accounted for 15% of the overall auction income
  • Over 90% of donations raised that typically occur during in-person event
  • 224 completed registrations to bid in the auction
  • 134,685 impressions
  • 4,897 clicks
  • 3.64% CTR

As a result of our infographic and coloring sheet initiative, H-E-B (Texas’ largest grocery retailer) shared on social media as part of their #TexansHelpingTexans campaign, a full-page worksheet was published in Sunday’s COVID-19 section of San Antonio Express-News, picked up and posted across local San Antonio media outlets such as mysa.com, and promoted by key influencers.

  • 24 total hits across print, online and social outlets
  • 2,586,855 impressions from 4/8/2020 – 4/20/2020
  • Influencers include: @heb, @mysanantonio, @hauteintexas, @breathethree_pilates, @bgcsanantonio, @sweatinsa, @the.hooper.mentality, @wrtssanantonio, @mysanantoniocontestspromotions, @judgeveliajmeza, @thewoodsofelm, @ESPN_SA, @JasonMinnix
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