Innovation + Integration = Impact
Kyla: We're big believers in integration. We've worked to break down the silos internally, and we wanted to test the impact of a truly integrated campaign across far more than traditional mail/phone. A City Campaign is a full-on, fully integrated, citywide blitz in a small- to medium-size market using virtually all media. We believed that the whole could greatly exceed the value of the sum of the parts. And we wanted an opportunity to rally the whole organization and put our new, integrated structure to the test.
Tom: Our launch city for Oper- ation Smile's first City Campaign was Salt Lake City. We chose this market because of its size, the media channels available and — perhaps most importantly — because of its active Operation Smile volunteer base. More than 700 people from the area have gone overseas as medical volunteers for Operation Smile. We knew that we would have a strong grassroots partnership supporting our efforts.
Our first step was to secure a media partnership with KSL TV — the leading TV station covering Salt Lake City and most of Utah. Without a sponsoring TV station, we would not proceed with a campaign. Fortunately, [the folks at KSL TV] were eager to partner with us.
Kyla: We called our campaign the 1,000 Smiles Campaign. First, we wanted to honor the people in the local community who had supported us in the past. We could not do what we do without our incredible volunteers who so generously donate their time and talents to helping children around the world. Some have been involved since we started — more than 25 years ago — so it was a wonderful opportunity to publicly recognize them for their support.
And second, we saw the campaign as a way to inspire others in the community to rise to the challenge of giving 1,000 surgeries to children suffering from cleft lip and cleft palate. Our offer? We asked local folks to "Be a Hero" and help give a surgery for a gift of $240 or $20 per month. We had a clear plan to blitz the market over a six-week time period. All creative needed to be integrated, and included TV spots, radio spots, direct mail, an e-mail campaign to our donors in the area, bus boards, billboards, print, direct mail and face-to-face. It also included banner ads on both the TV and radio websites, which linked to our special landing pages.