As part of the 2018 Leadership Class for the Hilton Head Island-Bluffton Chamber of Commerce we were tasked with developing and executing a community service project. The project contained tight constraints we needed to work within which included: project location, class participation, end date and milestones, positive impact to the community, and it must address a need which is currently unmet.
- MARKETING STRATEGY
- CONTENT STRATEGY
- CUSTOMER MESSAGING
- LOCAL PUBLIC RELATIONS
SOLUTION FOR THE IMAGINATION TRAIN:
We assessed the challenge, prominent needs within the community and agreed to take over a portion of a park improvement project including a playground refurbishment project from the local Rotary club.
Using the park’s namesake and history as a guide we developed the concept and overall brand for the Imagination Train. A train-based playground including “cool sand” substrate, which is vitally important for users of any outdoor fixture or playground in the hot South Carolina climate. Kids love trains.
We hoped to raise enough money locally for a train engine and caboose playground fixture. We developed printed collateral for fundraising, a website for online donations, and a facebook page for local engagement and information sharing. In addition we hosted several on-site fundraisers, participated in the local Christmas parade to increase awareness, and executed a local public relations plan which included several appearances on local news stations, mentions in local news publications and full feature articles in local magazines.
IMAGINATION TRAIN RESULTS:
- Exceeded fundraising goals by 160.82%
- Designed, executed and installed a 60-foot long 10-foot high playground structure.
- Fund overages also provided: 2 bike racks, 3 trash cans, 2 benches, a Trellis Swing, ADA-compliant swing, and ADA-compliant 10-spin for the playground.
- Our class raised the most money and had the highest percentage of Honors-level graduates in the 20+ year history of the program. We are literally, the Best Class Ever.