Cause Marketing Case Study: Making a Difference
The Problem
For many years, the State of Florida had a task force within the Florida Fish and Wildlife Conservation Commission called the Southeast Florida Coral Reef Initiative (SEFCRI). Its objective was to raise awareness of the condition of our vital coral reef right off the coast of Florida. They needed help from an agency experienced in securing great media buys with tremendous added value in order to help raise the profile of the initiative and the importance of the coral reef.
The Problem
For many years, the State of Florida had a task force within the Florida Fish and Wildlife Conservation Commission called the Southeast Florida Coral Reef Initiative (SEFCRI). Its objective was to raise awareness of the condition of our vital coral reef right off the coast of Florida. They needed help from an agency experienced in securing great media buys with tremendous added value in order to help raise the profile of the initiative and the importance of the coral reef.
Optimizing Media Buys
The Solution
Strategic Marketing leveraged its significant buying power in Florida’s media markets in order to get great media buys across the multiple markets that SEFCRI was targeting. In tandem with our great media partners across the state, we crafted targeted media plans that leveraged discounted PSA rates as well as huge amounts of bonus TV and radio spots. Over the years, we would begin to deploy digital tactics as well, such as streaming radio, programmatic, and Facebook advertising.
The Results
For seven years in a row, Strategic Marketing was honored to be selected as the agency to manage this important campaign. Over that time, we secured tens of thousands of television and radio commercials and hundreds of thousands of digital impressions that would ultimately lead to millions of Floridians being exposed to the urgency of the coral reef’s plight. Changes were made to the task force during the pandemic, and they ultimately ceased the marketing push, but we are proud to have been involved with helping the state government bring awareness of such a vital interest to our beautiful state.
The Solution
Strategic Marketing leveraged its significant buying power in Florida’s media markets in order to get great media buys across the multiple markets that SEFCRI was targeting. In tandem with our great media partners across the state, we crafted targeted media plans that leveraged discounted PSA rates as well as huge amounts of bonus TV and radio spots. Over the years, we would begin to deploy digital tactics as well, such as streaming radio, programmatic, and Facebook advertising.
The Results
For seven years in a row, Strategic Marketing was honored to be selected as the agency to manage this important campaign. Over that time, we secured tens of thousands of television and radio commercials and hundreds of thousands of digital impressions that would ultimately lead to millions of Floridians being exposed to the urgency of the coral reef’s plight. Changes were made to the task force during the pandemic, and they ultimately ceased the marketing push, but we are proud to have been involved with helping the state government bring awareness of such a vital interest to our beautiful state.
