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Arvest's 2013 1 MIllion Meals Campaign

About One Million Meals
 
In 2013, Arvest Bank conducted their third annual One Million Meals campaign, working with local partners to raise more than one million meals for people in need within the communities the bank serves. The campaign works to raise money, non-perishable food items, and hunger awareness both externally and internally. As part of our public relations work for Arvest, we planned and executed public relations tactics to support the One Million Meals campaign here in Central Arkansas .

The goal


The public relations goals for Arvest’s One Million Meals campaign in the Central Arkansas market were:
 
  • Raise media awareness for the launch of One Million Meals
  • Raise community awareness for One Million Meals throughout the two-month initiative
  • Encourage Arvest customers, associates, and members of the Central Arkansas community to donate food or money to the campaign
  • Encourage participation in and implementation of One Million Meals events

Our tactics


Campaign Kick-off Food Tin Delivery
For the campaign kick-off we delivered empty popcorn boxes to local media that included a fact about hunger in their area along with the importance and past impact of the 1MM campaigns. The delivery reminded local media about our campaign and generated interest in our effort prior to the official announcement of the campaign.
 
Media Materials
As we delivered Million Meals news to the local media, we wanted to do so in a way that was exciting and gave them tools to use in their coverage. We crafted traditional news releases throughout the campaign, and also created two One Million meals videos that were sent to the media. You can see both the kick-off video and the thank you video below.
 

Radio Partnership and Competition
In central Arkansas, radio stations KSSN 95.7 and The Edge 100.3 partnered with us to host a radio competition. The two radio stations went head-to-head to see which station could bring in the most donations during the last three weeks of the campaign. 
Each of our branches had two 1MM food bins; each branded for either KSSN or The Edge. Bins with branded radio station stickers were placed in each branch, and as customers make food donations, they selected a radio station to support by placing their food in the appropriate bin. Each station promoted the 1MM campaign daily on their morning shows, hosted a remote radio show from an Arvest branch and conducted in-studio interviews.
 
“Skip Your Lunch” event
Arvest and their local food partner, the Arkansas Foodbank, held a ‘Skip a Lunch, Give a Meal’ food and fundraising drive to benefit the campaign. Instead of going out to lunch, customers and the community were asked to visit an Arvest during their lunch break to donate non-perishable food items or the money they would typically spend on lunch to the campaign.
 
Check presentation
As a final push for media awareness of the campaign, Arvest Bank- Little Rock presented the money raised during the One Million Meals campaign to their local food partner in a check presentation at the Arkansas Foodbank. The media and local supporters were all invited to watch as the organization received all local donation- over 88, 990 meals.

Results


Over the two-month course of its third One Million Meals initiative to fight hunger throughout four states, Arvest Bank raised over 1.8 million meals. With the help of customers and communities, and the assistance of the public relations efforts outlined above, the bank exceeded their goal and raised the most meals in the history of this initiative. In central Arkansas, 6,533 food items were collected, along with $14,532 dollars, bringing the total meals raised to 88,992! 

Creatives


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