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<a href="http://www.accessmylibrary.com/article-1G1-185372950/campaigns-briggs-amp-stratton.html" title="Facts and information about Campaigns: Briggs & Stratton's youth baseball effort scores big.">Campaigns: Briggs & Stratton's youth baseball effort scores big.</a>
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Campaigns: Briggs & Stratton's youth baseball effort scores big.
PR TEAM: CKPR and Briggs & Stratton (both Milwaukee) CAMPAIGN: Diamonds in the Rough DURATION: February-June 2008 BUDGET: dollars 750,000
'We wanted a way to help celebrate our heritage,' says Anita Fisher, marketing communications manager at B&S.
STRATEGY
John Feld, account supervisor at CKPR, explains that while the team chose to continue grassroots efforts for the program, it also decided to leverage the positive profile of DITR's celebrity spokesperson, former Yankees first baseman Tino Martinez.
The effort came at a time when the Mitchell Report was generating bad press for baseball and Martinez's former teammates, Roger Clemens and Andy Pettitte, but Feld says the controversy aided its charitable endeavor.
TACTICS
To reach kids and community organizations in 20 national markets, the team ...
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Source: HighBeam Research, Campaigns: Briggs & Stratton's youth baseball effort scores big.