Are you leveraging multiple media in your marketing efforts? If not, you may be leveraging yourself right out of business...

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See Renegade Media Buying expertise in action by reading some of our past success stories below.

CASE STUDIES

CASE STUDY #1: Billy Graham's Metroplex Mission in Dallas, Texas: October 2002

RIG was approached with the opportunity of creating a multi-media campaign for the October 2002 Billy Graham mission in the Dallas-Ft. Worth area. The challenge set before us was to market an event - the Billy Graham Metroplex Mission -- to a regional audience in an effort to drive the greatest number of people to Texas Stadium so that they could hear the Word. There were three very different events, reaching three very different audiences:

• Teens (for the Next Generation Concert the Saturday night of the Mission)
• Kids (for the Kidz Gig event on Saturday morning)
• General Public (to achieve the greatest possible attendance for the nightly meetings during the Mission)

Our goal was to create a media buzz in such a way that it would be impossible to be living in the Dallas-Ft. Worth area in September and October 2002 and not to have heard about this event. We were able to help the Billy Graham staff achieve this goal through the use of a multi-media approach, which included the following media strategies:

• Radio - Christian radio (both commercial and non-comms), secular radio, contemporary hit radio (to reach the teens), and a total market buy the 2 weeks prior to the event of traffic and weather sponsorships on all radio formats in the Dallas-Ft. Worth area


• Television - placements on network TV affiliates locally during the morning local and national news programs, daytime placement during key nationally syndicated programs such as Oprah and rotators for additional frequency, and evening releases during key PAX TV programs


• Newspaper - included major papers such as the Dallas Morning News and Ft. Worth Star-Telegram, as well as suburban newspapers within a certain radius of Texas Stadium (where the event took place), local Christian newspapers, and local Spanish publications


• Magazines - Regional pubs such as D Magazine and Fort Worth, Texas, as well as local family publications (promoting the Kidz Gig event), and surrounding community magazines


• Cinema Advertising - movie screen ads placed in select theaters across the metroplex with the highest teen audiences, advertising the Next Generation Concert


• Outdoor - Billboards, bulletins, and mobile billboard ads - both in English as well as Spanish (in highly Spanish-populated areas of the metroplex); we also placed Billboards by the Day the four days leading up to the event to remind people of the date and time

The event was a success, driving in the largest audience to date for a Billy Graham mission. Below is an excerpt from a letter RIG received shortly after the mission:

CASE STUDY #2: "The Passion of the Christ" movie marketing campaign: February 2004

RIG was recently retained to participate in the marketing of Mel Gibson's movie The Passion of the Christ which opened in theaters across the U.S. on February 25, 2004. We participated on weekly marketing conference calls with other marketing partners for 4 months leading up to the movie release. In addition to some strategic Christian marketplace ad buys, RIG was solely responsible for motivating the college-age demographic through multiple media venues. Some of these venues included:

• Flyers for distribution on campuses
• Posters for campus commons areas and places around the campus
• Media kits delivered to various campus media
• Banner ads placed on sites willing to display them
• Multi-tiered email marketing campaign
• Campaign website created (called www.StudentsHavePassion.com)
• Web marketing plan on over 200 college websites
• Passion-branded Tshirts produced for student leaders on campuses around the country
• Radio spots produced and placed on college radio stations across the U.S.
• TV spots placed on college satellite pumped into 750 colleges in the U.S.
• Coordination of a huge grassroots campaign which included recruitment of on-campus organizations (such as Campus Crusade, InterVarsity, BSU groups, Navigators, Victory Campus Ministries, FCA chapters, and many others)

The movie was (and continues to be) an incredible success. Newmarket Films, the film's distributor, was responsible for the mainstream marketing, but the marketing to the Christian segment and the grassroots efforts associated with it, was the responsibility of RIG and a hand full of other marketing companies. And as an article in the LA Times reported:

CASE STUDY #3: Rescue missions new donor acquisition

Over the last decade, we have worked for many rescue missions - helping them to achieve their new donor acquisition needs both in prime fundraising season and in the lean months. Our experience with each mission has been unique and yet there are many concepts and media strategies that we have developed and executed through these relationships which continue to be of benefit to rescue missions. Since we have worked with missions of all sizes, our media plans and campaigns have ranged in dollar amounts to fit the specific needs of each mission.

Our goal for each mission has been to help them grow their donor base and raise funds for their operational budgets-so that they could reach more homeless people with food, shelter and the Gospel. Our target audience is always defined within a certain radius area of the mission. The majority of the acquisition efforts have traditionally been done during the Thanksgiving and Christmas season with package and campaign themes built around the holidays. However, we have ventured forth into other themes in leaner times of the year.

Some of the missions we have served over the years, and continue to serve in some cases, include:

• Knoxville Area Rescue Ministries
• Charlotte Rescue Mission
• Union Gospel Mission of Seattle
• Atlantic City Rescue Mission
• Sunday Breakfast Mission
• Gospel Rescue Mission in Washington, D.D.
• Portland Rescue Mission
• Buffalo Rescue Mission
• City Rescue Mission of Pennsylvania
• Union Rescue Mission of L.A.
• Atlanta Union Mission
• Waterfront Rescue missions

Other regional mailers we have worked with in their new donor acquisition programs include such fine organizations as:

• Visiting Nurses Association - Meals on Wheels
• Buckner Children's Home
• Baylor Healthcare System
• Rawhide Boys Ranch
• ChildHelp USA
• New Mexico Boys Ranch
• Holston Home for Children
• Children's Medical Center of Dallas
• Habitat for Humanity Orange County

RIG has had many milestones in the rescue mission environment. For example, RIG List staff have successfully developed a plan for co-buying lists for rescue missions in the busy fall acquisition season so that even the smallest of missions can benefit from the muscle of a larger list buy. We also began the trend of inserting a wallet flap envelope into cable bill statement stuffers back in the late '90's primarily from our work with the Union Gospel Mission of Seattle. Today cable bill insert strategies appear to be a staple for many rescue missions - many of whom we have never served!

In addition to the once innovative cable strategy, other media venues used to help missions accomplish their goals over the years have included:

• Direct Mail
• Radio
• Cable Bill Statement Inserts
• Other forms of co-op advertising
• Local Newspaper Advertising (on-page and insert advertising)
• Outdoor Billboard Advertising

The missions we have served have utilized direct mail and found it to be one of the most cost-effective methods for acquiring new donors. Over the years, RIG has developed a very effective multi-buyer strategy to be mailed within the direct mail plan.

RIG has found that the integration of a media campaign using a multi-media mix exponentially increases the organization's overall fundraising success in the market. As a result, we have designed a "campaign" mentality in the fall using multiple primary and support media to increase the success of the holiday season fundraising. We have seen significant lifts in response over the direct mail only model of rescue mission acquisition.