Class:
Not-For-Profit Promotion
Objective:
To increase traffic by targeting a new market (children) and to develop brand awareness, goodwill and loyalty from this market.
Strategy and Execution:
The advertiser, a Ponderosa Steakhouse franchise in Puerto Rico, developed "Ponderosa Believes In You," an academic achievement program for
grade schools to stimulate the development of those students never
recognized because they are not at the top of their class. Students
at six San Juan schools each semester would be recognized for
Improvement & Effort, Academic Improvement (six categories
including science and sports), Significant Improvement in Behavior
and Altruism. Reinforcement came in the form of monthly motivational
visits by BMJ personnel and food brand characters from other
corporate sponsors including Pepsi-Cola, M&M Mars, Pan Pepin
(bread) and Products Suiza (fruit). At the end of the term students
were rewarded for improvement with t-shirts, painter's caps, bumper
stickers, pencil cases and certificates. School coordinators
received t-shirts and students received a Ponderosa Steakhouse meal
certificate.
Results:
More than 1,750
students participated the first semester, with a total of 425
earning recognition. One school director said "parents have been
talking about significant changes they have noticed in the child's
schoolwork and behavior." BMJ also received an award from the Better
Business Bureau. The program continues in another six schools this
semester.
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