The temptation of creating the next ALS Ice Bucket Challenge has organizations swinging for the "viral" fences. Yet for every Ice Bucket Challenge, hundreds of well-executed campaigns fail to reach critical mass. Why? Cause campaigns are in an arms race to compete for the increasingly finite attention of constituents. As a result, campaign predictability is going down at the very moment accountability is on the rise for NPO and marketing leaders.
What if your cause campaign is too important to leave to chance?
We share how Bright Pink (https://www.brightpink.org/) gave up on going viral and found success in building a data-driven, ad-supported impact model that inspired over 100,000 millennial women to complete a five minute, 18-question cancer risk assessment in 2015... and how we'll bring it to hundreds of thousands more in 2016.
The talk - by Jordan Ruden of Craft & Commerce (http://craftand.com) - is based off of this Case Study (http://www.slideshare.net/MarkBarker7/too-important-to-go-viral-61323308).
The LACI parking lot is open all night. Attendants are here until[masked]p.
Upon entering, people pull a ticket to park in our lot
Upon exiting - people will be charged $5 - credit card only.
Attendants can take cash, but since your event ends well after 7.00p - people exiting will have to deal with credit card payment.
There are other paid lots in the area, ranging from $4 to $5.
Street parking is difficult at all hours.