EASTER SEALS GREATER HOUSTON

CASE STUDY - Care2Spin

GOAL

Integrate was brought in to create awareness and build buzz for the inaugural Houston Spinathon series of events, Care2Spin™, benefitting Easter Seals Greater Houston – an organization that assists children and adults living with developmental disabilities including autism, cerebral palsy and Down’s syndrome throughout Houston, Texas. 

The Integrate team was tasked with building awareness for Easter Seals Greater Houston city wide, increase participation in Care2Spin™ activities, as well as raise funds for the organization suffering from extensive budget cuts.

STRATEGY

Integrate jumped into this assignment passionately and with both feet. We assessed where we could assist and truly hit the ground running from day one.

First, a social media strategy was constructed from the ground-up where we created an extensive editorial calendar for Facebook and Twitter, as well as brainstormed on other unique social media platforms to be utilized like Turntable.fm, LinkedIn and give2gether. In addition, a smart, carefully formulated, PR campaign was created to communicate with local members of the print, TV, radio, and online media, telling the Easter Seals Greater Houston story through real examples of how the organization touches our community.

Lastly, Integrate project managed each additional Care2Spin™ branded event (including The Hula Hoop Guinness World Record™ Challenge at Discovery Green, Care2Spin™ Foelber Pottery Event, Care2Swirl Wine Tasting at The Tasting Room, Spin Your Spaghetti at Carrabba’s, and a Turntable.fm DJ booth sponsored by Cricket Wireless) from start to finish, promoting each through social media and traditional PR tactics along the way.

RESULTS

The response was overwhelming!

The Hula Hoop Guinness World Record™ Challenge held at Discovery Green Park was covered on every major news television outlet in Houston on August 28, 2011. Cox Media Group hosted a live broadcast on-site in addition to Spanish station, La Raza, with journalists from The Houston Chronicle, The Bellaire Buzz, CultureMap, and many other local publications stopping by to “hoop” with us, and tell the story. An interview conducted with Easter Seals Greater Houston’s CEO, Elise Hough, regarding Care2Spin™ was featured on 95.7, 96.5, 100.3, Sports Radio 610, and Talk 650.

Elise was also featured on Fox News for a segment specifically focused around the services of Easter Seals Greater Houston and Care2Spin™ prior to September 17, with Mac DeLaup, President of John Eagle Honda of Houston, also doing an interview on talk radio show “In Wheel Time” on 1070 AM who broadcasted live from John Eagle Honda of Houston during the Care2Spin™ event.

Garnering not only the support of local media, but also local sponsors was necessary for this campaign to become a success. Integrate was able to secure John Eagle Honda as the primary title sponsor of all Care2Spin™ activities, Cox Media Group as the primary media sponsor, CultureMap as an additional online media sponsor, Cricket Wireless as the DJ sponsor, and the 99-cent Store as the Hula-Hoop sponsor.

As a result of the overwhelming response from media and the Houston community, Easter Seals Greater Houston raised a total of $165,000 - increasing both the ability for programming in the coming years, as well as the Houston community’s understanding of the organization’s services and community benefits.