June 30, 2010
How Do You Feed One Million People?
The MDRT Foundation (the non-profit foundation of Million Dollar Round Table) wanted to supply one million meals to people around the world. Needless to say, we became quite passionate about the project and were happy to take part in such an honorable idea. We worked to take MDRT’s concept and develop a strategic marketing campaign that invited each MDRT member to contribute toward making the Foundation’s vision a reality.
Our challenge was to generate excitement around the campaign at the MDRT annual meeting and encourage members to get involved by donating their time, making a monetary contribution, or ideally, both. By positioning the meal package in combination with a simple headline, we were able to literally show how the members fit into the larger equation.
Awareness of the issue was the first obstacle we encountered. In order to reach out to each member, we designed a series of targeted direct mail postcards that worked in conjunction with advertisements in the organization’s magazine. At the actual meeting, flyers and palm cards were handed out as people wandered through the convention. Banners were hung throughout the entire event and directed people toward two unique event booths that provided more detailed information about the initiative.
The combination of these materials told the story of the campaign and inspired more than 2,300 volunteers to get involved. After volunteering, each member was given a shirt that reminded them of how a small gift can have a life changing impact.
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After the 2010 MDRT Annual Meeting in Vancouver we were happy to hear that the foundation achieved its goal of funding and packaging one million meals. The MDRT Foundation also won 1st Place in the non-profit category of the 2010 BrandSmart Awards presented by the Chicago AMA. The annual BrandSmart awards honor branding campaigns which utilize “creativity and smart marketing” to achieve real results.
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