Objectives
• To engage our staff, customers and their families in fun-based charity activities linked with our branding
• To get community based PR to distract from a new National Merchant opening locally
• To raise our brand awareness in the local area
• To raise money for and awareness of the charity
To act as the central focus of our Movember campaign, we decorated our lorries with Moustaches. Each driver was challenged to decorate the front of their lorries with a moustache made from building materials found in our yard. For each delivery we made in November, we made a 50p donation to the charity, and for each order our customers were offered the chance to match this with 50p of their own by our sales staff. To gain engagement from the local community, we then asked for customers and members of the public to snap pictures of our lorries on the road and post these to our social media pages and in return we would donate £1 per picture to the Movember Foundation. The lorries were a great conversation piece for people who spotted them whilst out on the yard, gaining us traction with the campaign, and true value adding brand awareness.
We also interacted with our local community through a kids colouring competition, encouraging our customers and the general public to get their children involved and take part in colouring in a cartoon version of our lorry with moustache. We held a presentation morning to give the winners their prizes, whilst also giving the kids an opportunity to meet our transport team and sit in our lorries and diggers. By engaging parents and children, we embedded the family values that our Company and industry represents.
The campaign was featured in the local press by both of our local newspapers, The Essex Chronicle and The Chelmsford Weekly News. Both of these articles were published in the first week of November, aiding awareness of our Campaign and the charity. By achieving these 2 pieces of press, photos of our Company and branding were seen by over 96,000 people, in a trusted PR format.
To further raise our brand awareness, we used our social media platforms to showcase the activities we undertook and used Facebook Boost to reach a new and wider audience.
As well as donating £1 for every social media post, 20% of our staff agreed to grow a moustache during the month of November. Each staff member was challenged to get sponsorship from family members towards the Team Chandler total. To ensure our female staff were not left out, the ladies of Team Chandler walked 60km over the month to highlight the 60 men lost to suicide each hour. The ladies walked wearing stick on moustaches or moustache glasses and Chandler Hi Vis vests to raise further awareness.
Suppliers were also asked to get involved. We asked visiting sales reps to donate £10 for any time they turned up during November without making an appointment. Our Customers were asked to get involved, by being asked if they would like to add a 50p donation to their sales at the Counter.
To summarise, the campaign was well supported by our customers, staff and the local public. We raised a total of £1,137 for the charity, as well as raising awareness of the Movember Foundation and what they are aiming to achieve. Chandler Materials benefited from the coverage this campaign brought with it as well as the local community interaction with the campaign.