Business Communication Group - Strategic Marketing Solutions

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Kentucky Baptist Homes for Children

Situation
While having served KBHC for many previous years, providing communications and public relations services to the central administrative core of this 130 year-old statewide agency, BCG members were called in for the first time to devise, produce and assist in the conducting of a marketing and advertising campaign for KBHC's capital fund-raising effort in its southern region. The southern region of Kentucky is made up of a myriad of small towns, some with only a few thousand residents. Reaching and motivating this very diverse and geographically separated market was a major challenge. And the capital campaign goal of raising $1.8 million was equally challenging.

Solution
A planning committee of KBHC staffers, executives and a BCG member planned, budgeted and conducted an awareness campaign that featured a video, produced by a BCG member and distributed throughout the southern region, in Baptist churches as well as many other venues and gatherings. Other marketing, advertising and public relations activities were initiated throughout the targeted area during a one-year campaign.

Success
Not only was the initial campaign goal of $1.8 million reached, it was exceeded by almost a half-million dollars, providing KBHC's southern region with options to improve on their building plans and develop other service opportunities for the families and children throughout southern Kentucky.