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Private College Gets Public Funds with Effective Promotional Campaign




Challenge: How to use promotional items to fundraise for a private college.
A private college wanted to get funds from a variety of public sources, including state legislatures and city councils, and needed a unique promotion to make it work.
Solution: Unique promotional mugs and cookies show creative side of college.
At the conclusion of a breakfast presentation to state legislators, a private college distributed a custom insulated travel mugs that, when servers added hot coffee, revealed an artist’s rendition of the new campus design. The mugs were also distributed during a presentation to the council of a major city where various other groups were also submitting requests for funding. Later in the promotion, a tin of promotional cookies was introduced as a follow-up/reminder item. The tin featured an aerial view of the campus and was distributed to the same target audiences to reinforce the plea for financial assistance.
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Result: The promotion is a success, raising donations while putting smiles on the legislator’s faces.
Through a combination funding from different avenues as well as corporate donations, the college was able to secure $8.7 million in donations. The creative design of the items, combined with offering coffee and treats at key moments during long days of hearing one presentation after another, was the right combination. The mugs were warmly received and many legislators even asked how they could buy more!
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