Challenge
Hemophilia Alliance of Maine (HAM) approached Pulse Marketing Agency in 2017 looking for assistance planning and marketing a baking competition in Portland called, “Maine’s Best Bakers.” The event was aimed at raising awareness and funds for HAM, a nonprofit whose mission is to assist and enhance the quality of life for Maine’s people and families who have a bleeding disorder. With only a one-month lead time, Pulse had to quickly create a plan to ensure a successful event turnout of both competing bakers and attendees.
Approach
Pulse’s strategic plan included recruiting vendors from the area using multiple channels including, email, phone, and Facebook advertising. A vendor registration page was created on Eventbrite and promoted via Facebook through paid and organic posts. To gather a large audience for the competition, Pulse sent a press release to local media sharing information about the event, and utilized Facebook posting and advertising to spread the word. Posts encouraged supporting the cause, provided information about bleeding disorders, and promoted attendee registration.
Pulse also created a flyer that was posted and shared around Portland to increase attendance for the event.
Materials
To entice bakers and attendees alike, Pulse created a series of digital assets designed for distribution through social media platforms. With evocative visuals and strong branding, graphics created encouraged viewers to get excited about the event and share information within their social networks with other potentially-interested viewers. Images were created for social media posts, for paid social content, and for an event landing page.
Results
Pulse was able to secure 10 local vendors to compete with their tasty treats. Attendees and judges voted for the populous winner and the grand prize winner of a $150 cash prize. The Maine’s Best Bakers event received various press coverage before and after the event, including a TV interview on WABI, article in the Portland Press Herald, and coverage on 94.9 WHOM. The Maine’s Best Bakers event was so successful HAM contracted with Pulse again to plan and promote the second and third annual events, as well as their Best Bloody Mary line of competitions.
