Bust into the

Zone! “Bounce it out!”

...with

and

the Boy’s and Girl’s Club

Kid’s Zone!

Presented

By

Tina Bloodworth

Client Overview:

The Boy’s and Girl’s Club has had a long standing history of more than 100 years in Canada, however, the

Kingston Chapter has only been a “club” since 1988. The main priority of the organization according to its

mission statement is to provide a safe, supportive place where children and youth can experience new opportunities,

overcome barriers, build positive relationships and develop confidence and skills for life.

The Kid Zone is a program initiated as a revenue builder for the Club by providing a birthday party service and

inflatable jumper rental program for special events such as school and corporate funded functions, and family

reunions, etc...

Challenge:

The Boy’s and Girl’s Club is a non-profit organization that utilizes fundraising and other revenue building initiatives

in order to maintain their high level of community support programs. Program awareness outside of the current

members and within the general public needs to increase.

Campaign Objectives:

The main objective of this promotion is to raise awareness of the Boy’s and Girl’s Club Kid Zone products and

services to publics outside of the current members and corporate sponsors/partners.

What?:

A BALLOON BUTT BUST ON CENTRE ICE!!

It starts with a table(s) set up in the concourse with (X) number of balloons that can be purchased for $2/ea.

These balloons are busted for prizes inside. Not all balloons contain a prize, which could be incentive for

consumers to continue purchasing. Some balloons contain a “special ticket” which allows the winner to vie

for the grand prize of a completely catered birthday party from the Kid Zone (valued at approx. $500)

Special winners will go onto centre ice during game break for the chance to “Bust into the Zone”. A number

of slightly underinflated balloons equal to the # of participants will be scattered on one side of the ice. The

participants will each run/slide and grab a balloon and try to bust it by sitting on it. They win the prize

inside.

A certain percentage of concourse balloons offer prizes to be won. (eg: 1/5 wins a prize.)

1000 balloons = 200 winners

out of 200 winners, 10 win “special ticket”

Smallest of the inflatable jumpers would be set up in the concourse.

Where And Why?

The main purpose of this initiative is to use the opportunity to promote to a “captive audience” of targeted

consumers, who in this case, is parents and/or children. The fact is, the K-Rock Centre is a great place for

this because of the number of diverse possible clients they are able to present to.

On any given night during a hockey game, you have the potential to reach numerous levels of possible

consumers of this product/service. There is the general public of grandparents, parents and children who

might be thinking of birthdays, and family reunions. There are quite often schools that have been given

complimentary tickets to entire classes/grade levels, and their respective school reps that are in attendance.

There are the countless corporate level representatives, many of which not only host family company events,

but also support other children’s programs and non-profit organizations throughout the area. Finally, there

are the numerous media representatives in attendance which include reps covering print, radio, and TV,

including CKWS and Cogeco Cable as these are televised games.

Promotion Or Fundraiser?...YES!

Why not kill two birds with one jagged edged boulder? It’s true, this idea could be revamped to

accommodate an entirely free-to-the-public promotional event (have a couple ideas there too), however, this

is a great opportunity to raise much needed funds in a place where people have gathered with the expectation

of spending money anyway.

Prizes vary in value and are supplied by B&G Club partners as well as possible new sponsors. Smaller value

prizes for concourse winners and larger prizes including grand prize for special winners.

Marketing Collateral would be present at the table that would itemize products/services and their

costs. Copy of marketing collateral for the program should have an upbeat and fun tone to it because

it is a fun program to offer to the community!

A major highlight should revolve around the fact that party program and activity directors are all

professionals in that they are all certified in some kind of child development course and that the

program is designed to motivate and energize the kids physically, mentally, and even emotionally by

simply having fun.

Coordination with Jeff Stillwell (Frontenac’s Marketing Manager of Guest Relations), Nick Deluco

(K-Rock Centre Marketing/Sales Director), and/or Anne Lindsey (Facility/Event Manager) would be

essential.