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Campaigns: Briggs & Stratton's youth baseball effort scores big.

PR Week (US)

| September 22, 2008 | COPYRIGHT 2008 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright
 
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.

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