bruce burtch
resource center
bruce burtch

American Red Cross and
Pacific Gas & Electric Company


Overview
From 2005-2007 the American Red Cross Bay Area Chapter and its partner The Pacific Gas & Electric Company undertook the most comprehensive emergency prepardeness campaign ever launched by a non-governmental organization. The campaign was titled Prepare Bay Area.


Partner Goals
Rather than individual marketing objectives, as is usual in most cause marketing campaigns, both partners were focused on a singular, unprecedented goal: the training 1,000,000 San Francisco Bay Area residents in earthquake and other emergency preparedness. The campaign had two primary approaches: an operational program to provide the actual training, and a promotional marketing campaign to drive awareness of the need to take the training.

Strategy of Campaign
Bruce Burtch directed the innovative marketing campaign. A major benefit to the success of the campaign was the partnership Bruce developed with Publicis & Hal Riney, an internationally-acclaimed advertising firm which donated its creative services. The strategy the campaign was based on the theme: “What do we have to do to get your attention?” because at the time only 6% of Bay Area residents were prepared for a major disaster in a geographical location where a catastrophic earthquake could happen at any time. The team created a highly integrated campaign focused on developing “shock and awe” elements and guerrilla marketing that caused a sensation around the San Francisco Bay Area, across the country and around the world through blogs and websites.

Results
The results of the campaign were off the chart. The partnership raised over $1.25 million, generated over $3 million in free media coverage, and won international awards and recognition. However the one result that stands above all others: 1,000,000 people were trained in three years.

“You raised the bar so high I don’t see how we are going to find someone to follow you. You blew the marketing chair to pieces.”
~ Harold Brooks, CEO, American Red Cross Bay Area


Marriott’s Great America and March of Dimes

Overview
As part of the opening promotion of Marriott’s Great America family entertainment center in Santa Clara, California, the largest project to date in Marriott Corporation’s history, Bruce Burtch conceived and developed a cause marketing partnership with the March of Dimes.

Partner Goals
The primary goal for Marriott was to create major publicity and marketing awareness of the new entertainment complex. Indeed, to help attract more that 2 million visitors in its first year. The March of Dimes at two primary goals: to increase fund raising from their pledge walks in the Western States Region and to bring the funding in by their budget deadline.

Strategy of Campaign
A multifaceted marketing campaign was launched in 67 cities, in 17 western states, offering contests to win trips to Great America for the pledge-walker in each city, who brought in the most money by the deadline. This strategy generated tremendous word-of-mouth marketing due to the fact that winners could bring themselves and 100 of their friends to the opening of Great America!

Results
The results of this cause marketing partnership exceeded all optimistic expectations. Over 2.2 million people attended Great America in the first year, breaking all previous theme park records. The March of Dimes raised $2.5 million, an amazing 40% increase over the previous year, and the money was in by their deadline.

“Most successful fundraising relationship in the history of Chapters West.” ~ Jean A. Dargis, Director, Chapters West, March of Dimes


Red and White Fleet
and USS Potomac Association


Overview
The USS Potomac, a National Historic Landmark, served President Franklin Roosevelt from 1936 to 1945, during turbulent times in American and world history. The Red and White Fleet had been sailing the San Francisco Bay for over 118 years. As the USS Potomac was berthed in Oakland, it was unable to take advantage of the significant charter and visitor opportunities that existed at San Francisco’s Fisherman’s Wharf, home of the Red and White Fleet. Bruce Burtch brought these two organizations together and formed a partnership.

Partner Goals
The primary goal of the Potomac is to raise revenue to support the Association’s mission as a history and educational museum, and to underwrite free educational trips to Bay Area at-risk youth. The Red and White Fleet is in a highly competitive charter and touring market and saw that by working with the USS Potomac they could provide a unique charter opportunity which their competition couldn’t match.

Strategy of Campaign
In July of 2010, the partners held a press conference to announce a joint-venture whereby the Red and White Fleet would have exclusive rights to provide VIP charters and tours on USS Potomac, embarking from Fisherman’s Wharf. The USS Potomac would provide educational docents who would give tours and explain the history of the ship during the Red and White Fleet’s chartered events. This partnership would be unique to any other charter or touring opportunity in the San Francisco Bay Area.

Results
As this partnership has only recently begun, the long-term benefits remain to be seen. However, over the first few weeks following the announcement, major meeting and planner magazines, newspapers, blogs and other marketing opportunities promoted this exceptional charter and cruising opportunity. Over 100 people, with the majority being related industry and media, enjoyed the inaugural cruise of the new partnership.

“Bruce accomplished more in the first six weeks than our Development Director did in two years.” ~ Marti Burchell, Executive Director, USS Potomac Association




 


Invitation to “Prepare Bay Area Campaign” launch
Simulated earthquake disaster, American Red Cross
“Prepare Bay Area Campaign”
Grand Carousel at Marriott’s Great America
Presidential Yacht, USS Potomic
Presidential Yacht, USS Potomic