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Posted by Shashi Ghai on April 24, 2013

BTI Brand Innovations has always made it a point to contribute our time and talent to local charities and organizations, as we believe in giving back time and energy for the betterment of our community.

With hundreds of charities in the Greater Toronto Area, choosing one to contribute to can sometimes be a difficult decision. So when Youth Without Shelter came to us with a challenge of getting the word out for their Annual “On The Right Track” Silent Auction Event at Woodbine Racetrack, we “bucked right up” and put our creative minds to work.

Having worked with multiple charitable organizations and Non Profit Organizations, we have learned one of the biggest challenges marketing teams in this sector face is raising awareness and garnering genuine support for a cause. The key to kick starting this campaign was creating a message that was different and outside of the box. Rather than take the safe and predictable route, we conceived messaging that was unique enough to attract the target audience and also tied both the event and cause together. “Come Out and Horse Around” and “Racing Towards a Solution” were the two core messages we used to generate appeal.

With impactful messaging in hand, BTI proceeded with developing and refining all creative elements to complement an aggressive, targeted campaign that extended across a direct mail initiative, impactful newspaper and digital billboard ads, event signage and branding and social media. The result? A highly successful event that raised over $60,000 in contributions in just one afternoon, benefiting Youth Without Shelter’s programs and services for homeless youth.

Based on the success and impact of last year’s campaign, Youth Without Shelter contacted us to put the word out for 2013’s event which is coming up in just a few short weeks. Join us on Sunday May 26 at Woodbine Racetrack and show your support for a very worthwhile cause, simply click below to get your tickets today!

www.yws.on.ca/on-the-right-track