Every year, The Junior League of Phoenix (JLP) hosts its annual Rummage Sale at the Arizona State Fairgrounds to support underserved families in the community and to generate much needed funding in support of JLP’s community programs. As one of JLP’s signature fundraisers, the Rummage Sale is “Arizona’s Largest Indoor Garage Sale,” which provides shopers with an opportunity to purchase an array of new and gently-used items at deeply discounted prices.
Funds raised from the Rummage Sale support the mission of The Junior League of Phoenix, including its community programs, leadership training programs and JLP’s focus area of “Building a Healthy Arizona.” As JLP’s marketing partner, Ideas Collide sought to increase awareness and attendance of the 79th Annual Rummage Sale.
In order to reach the Rummage Sale’s target audience and to maximize JLP’s marketing budget, Ideas Collide developed a strategy to leverage paid and earned media opportunities. Key components of the campaign included English and Spanish print advertising, radio advertising with an onsite live remote session, digital banner advertising, organic social media content, public relations, collateral materials and a complete event-specific design suite. In total, the campaign spend was less than $6000.
The marketing campaign for The Junior League of Phoenix’s 79th Annual Rummage Sale resulted in exceptional success:
impressions generated from
ROI on media relations efforts,
with television segments on
5 out of 6 local news stations
Generated from one Facebook ad:
direct event RSVPs
Day of event:
patrons in attendance
throughout the Rummage
in total revenue