Giving back during the holidays.
Leading up to the 2014 holiday
season, Arnaud’s approached DEVENEY with the desire to conduct a toy drive
during the restaurant’s busiest time of year. So, we asked ourselves, “What
would make this toy drive stand out above all the others and have longevity?”
THE GAME PLAN.
Our strategy was three-fold: make
an impact on the targeted community; raise awareness of the program through the local
media; and elevate Arnaud’s through its cause marketing efforts.
Thus, New Orleans’ first ever Teddy Bear Program benefiting the New
Orleans Police Department (NOPD) and local community was born, all thanks to
Arnaud’s and its partner, New Orleans Police & Justice Foundation (NOPJF).
Timing was a key component. Not only were the holidays an essential
piece, but another reality was the public perception of the NOPD. There was
frequent reporting regarding violent crimes in the city. In fact, anything
involving the NOPD was of top interest among the media and the community.
DEVENEY identified this as another opportunity for the community at large to
see the NOPD in a positive light.
In its two years, DEVENEY has concentrated efforts on proactive media
efforts to raise awareness of the program and increase collections. The program
culminates in a press conference at NOPD Headquarters with representatives from
all parties involved, including the donated teddy bears, to trumpet the success
of the campaign and thank supporters!
For a closer look, click to enlarge.
Conceptualized “Arnaud’s Teddy Bear Program,” which
has now become a signature cause marketing effort for the nearly century old
Facilitated successful partnerships with the New
Orleans Police and Justice Foundation, and the New Orleans Police Department
Since its inception in 2014, the program has
garnered 2,000 teddy bears for police to hand out to children they encounter
while on duty
More than 7 million media impressions
Nearly $50,000 in media value
Awards, The American Business Awards, Gold
Orleans Chapter, Fleurish Awards, Award of Excellence – CAMPAIGNS