Seasons Corner Market is an up and rising gas convenience store chain located at Shell stations throughout New England. They have negotiated plans to open a total of 40 stores by the end of 2018 and pride themselves on cleanliness and a positive shopping experience.
DDL Advertising helped partner Seasons Corner Market with Stephen Gostkowski’s Kick for Kids Challenge fundraiser that benefits children and families at the Hasbro Children’s Hospital. We provided services in strategic media buying and planning, sponsorship involvement, video production, and linking Season’s with community involvement. Gotkowski established this fundraiser in 2012 and has since raised $145,000+ for children at Hasbro.
Since cause marketing is highly beneficial in gaining credibility and loyalty in the marketplace, it was sensible to establish this community branding campaign to leverage Season’s community involvement and cause marketing contributions. In 2018, Seasons will host a two hour event at one of their locations to promote the partnership cause with the community, families, and friends with a special appearance from Gostkowski himself. We combined promotional announcements with a bank of their own brand messaging spots on WPRO-FM, WWKX, and WWLI. The campaign will run October through February of 2018 with traditional advertising methods totaling 120 spots per month. Airing on these local radio stations provided a total reach of 650,000+ each week. During the Patriots In-Season and Pre-Season games, WPRO-AM aired a :30 radio spot. In addition, logo and digital click through was measured through social media contacts and sponsorship materials.
Gotkowski’s contributions gave Seasons a competitive advantage with a new promotional video and incentives. His video aired on gas pumps during the Patriots Season to inform customers about the Hasbro donations. Those who sign up for the fundraiser were automatically entered to win Pats tickets, $100 Seasons Corner Market Gift Pack, and a signed Gostkowski football. Check out the video that is running on Shell gas station pumps on Season’s YouTube page!
DDL helped to execute this partnership and created premium branding with the New England Patriots and Cumulus Media, a leader in radio broadcasting. With Cumulus, we established a number of beneficial incentives including the chance to win all while aligning with the Kick for Kids fundraiser to ensure substantial amount of exposure and publicity for Season’s. We partook in script writing for a gas station tv spot and commercials launched during NFL games and executed production of the ads. In addition, we designed the donation change box to include a call to action, “help us support.” Just for the investment in this campaign, Season’s will get $298,000 worth of added value.