Class:
Internal Promotion/Budget

Objective:
To increase sales (new installations, water heaters, ranges, and extended warranties) by five percent compared to the same sales period the previous year.

Strategy and Execution:
This three-month Olympic-themed "Gallons for Gold" promotion was conducted in 820 district offices (which became known as "countries") located throughout the U.S. and at the headquarters office. Targeted were 8,000 employees, including drivers, customer service personnel, secretaries, managers, corporate staff various support personnel. Promotional products were distributed at the "opening ceremonies" and subsequent "special events" during the medical competition by managers in embroidered polo shirts and caps. Included were t-shirts, flyers, note holders and memo boards given to headquarters employees for support the "athletes" in the field. Each week's competition utilized a different event, such as ski jump to "leap to new levels" and a marathon to "run with the winners." The promotion's mascot - Fillmore the Lion (alluding in part to the client' ongoing sales goal to "fill more tanks with propane") was imprinted on a variety of specialties in the campaign. "Closing ceremonies" saw gold, silver and bronze awards given.

Results:
Total sales were reported of 143.8 percent of the company goal (new installations - 165.5 percent of goal, water heaters - 199.7 percent, ranges 200 percent, and sales of extended warranties - 113 percent).