CHALLENGE: 

General Mills wanted to close the earnings gap between African-American schools and non-multicultural

schools and increase African-American BOX TOPS FOR EDUCATION (BTFE) awareness

ROLE: 

Multicultural Marketing Agency

SERVICES PROVIDED: 

Brand Strategy, Public Relations, Experiential Marketing, Influencer Engagement

OBJECTIVE: 

Increase awareness among African-American schools and community for Box Tops.

STRATEGY:

Develop an integrated marketing campaign to increase awareness and participation of the African American community in the Box Tops platform.

TACTICS:

• Developed a “Win Atlanta” campaign to increase Box Tops earnings among targeted AA schools by 50%
• Built a stronger Box Tops African-American Coordinator Network.
• Increased Box Top awareness among parents, participants, Moms, teachers and other key stakeholders in the Atlanta community.

RESULTS:

• Increased earnings by 198% during the 2012-2013 school year.
• Recruited 73 new coordinators, target 60 (exceeded by 22%).
• Reached over 1200 teachers, parents and school administrators through Launch Celebrations, Submission Parties, a Fall Lunch and Learn, and the Spring Awards Ceremony.
• Built a database of over 300 parents and coordinators to receive BTFE information.
• Utilized the star power of TLC’s Rozonda “Chilli” Thomas as the BTFE Ambassador to garner local and national print and radio coverage.
• Expanded Box Tops into 3 new counties within the Atlanta area for FY14.
• Secured coverage of the Box Tops for Education program with the following media outlets:

Aspire Magazine Online (102K UVM)
Courtney Luv (55K UVM)
Rolling Out.com (260K UVM)
WAGA’s Fox 5 Atlanta News (2.3M viewers)

WAGA’s MyFoxAtlanta.com (1.0M UVM)
WATL’s “11 Alive News” (1.3M UVM)
WTXF’s MyFoxPhilly.com (262K UVM)
WVEE V-103’s “The Ryan Cameron Show” (1.1M listeners)