Stretching your resources
Here’s a great success story from this Christmas. Destin Commons, in Florida US, learned late in the holiday season that the US Marine Corps’ Toys for Tots initiative was falling short of its goal of 10,000 toysfor kids in two local counties. So the shopping center used its marketing power to organize a one-day drive to collect toys for the charity.
In just 10 days, and without expending any budget, Destin Commons was able to use public relations initiatives to make a huge impact in local print, radio, and television media. The result was the largest 1 day “Toys for Tots Challenge” in the region, and a very successful drive. The shopping center had hoped to fill at least one SUV with toys for the charity, but it exceeded expectations and managed to deliver 3 SUV’s worth of toys.
