The Houston Texans - Best Non-Profit / Charity Campaign
Company: The Houston Texans
Company Description: The Houston Texans are a professional American football team whose mission is to create and maintain the most respected and most valuable professional sports franchise in the world. Based in Houston, Texas and founded in 2002 by the late Robert C. McNair, the Texans not only seek for excellence on the field, but in business and community outreach.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Non-Profit / Charity
Nomination Title: Houston Texans: 2020 Texans Care for Texans presented by Kroger
The launch date for the Texans Care for Texans presented by Kroger campaign launch on October, 30, 2020.
The effects of the ongoing COVID-19 pandemic have continued to challenge families financially. The Houston Food Bank (HFB), one of our Houston Texans community partners, was tasked with distributing a staggering 1,000,000 pounds of food daily to families in need during the pandemic. To compare, 400,000 pounds of food were distributed daily by the HFB pre-pandemic. Though 400,000 pounds is still a demanding amount, the increased demand for donations was clear and the Houston Texans Foundation was determined to help.
After several meetings with the HFB and better understanding of the magnitude of their needs, the Houston Texans Foundation aimed to create a campaign that would engage the entire Houston community in raising enough funds to donate 500,000 meals to the HFB during the month of November.
We affectionately titled the campaign Texans Care for Texans presented by Kroger and began laying the groundwork to meet our goal.
With the goal of feeding 500,000 Houstonians we began strategizing ourpromotional plan.
Website – Created a Landing Page containing the campaign’s mission, how to donate, a thermometer tracker updated daily to showcase funds raised, and more.
Videos – To educate our fans on the need for donations, we created five videos. Each telling a different story (Texans player donations, HFB workers, and more). These videos would be shared on our website, social platforms, and landing page.
Social Media – We developed a content plan of 21 social posts in November that would continue to update our social audiences weekly on the campaign’s progress in reaching our goal. In addition to this, we shared our videos and celebrated partner donations like Kroger, Reliant, Houston Ford Dealers and more.
Email – We sent emails to 171,829 inboxes to groups like our Season Ticket Members, Waitlist Members, Community opt-ins, Fan Clubs, and more.We aimed to ensure that all our most engaged fans were aware of the campaign.
Media – We orchestrated 85 radio segments highlighting the campaign on popular shows in Houston like Sports Radio 610, 100.3 The Bull, MEGA 101, and 96.5 The Mix. In addition, we connected with local news stations, KPRC 2 and Fox 26, to set up Live interviews with our Houston Texans Cheerleaders.
Gameday – On Thanksgiving during the Texans vs. Lions game, thecampaign would be featured on the CBS Pre-Game Show with anational TV audience of 2,342,355.
The Houston Texans Foundation is proud to share we exceeded our goal of feeding half a million families in Houston during our month-long campaign. Through incredibly generous donations from our fans and partners, Texans Care for Texans presented by Kroger raised a total of 530,000 meals for Houstonians in need.
From an engagement standpoint, the campaign was also an enormous success. During the 30 days the campaign was Live, there were 3,117 total page views on our campaign’s landing page on www.HoustonTexans.com . On social, we gained over 867,000 social impressions on Houston Texans platforms like Facebook, Instagram, Twitter, LinkedIn, and more. Our videos also proved successful with a combined 14,703 views on social and 6,449 views on www.HoustonTexans.com . The campaign was also featured in a League-wide email to employees of the National Football League in their monthly Best Practices newsletter.
We concluded the successful campaign with a ‘Thank You’ email to fans who donated and an in-game check presentation to the Houston Food Bank on December 27 during the Texans vs. Bengals game, which was aired on Texans TV.
The real result? Further proof that Texans Care for Texans.
Visual Story Board of Campaign:
https://static.clubs.nfl.com/image/upload/v1615410511/texans/ako6hsfag2hz74ovruhy.jpg
In-game Check Presentation to the HFB: https://www.houstontexans.com/video/texans-vs-bengals-texans-care-for-texans-presentation-presented-by-kroger
Videos Created:
HFB Preseident and CEO, Brian Greene - https://www.houstontexans.com/video/texans-care-for-texans-benefits-the-houston-food-bank
Volunteers from the HFB - https://www.houstontexans.com/video/see-what-texans-care-for-texans-can-do
Thanksgiving Obstacle Course with Texans Players - https://www.houstontexans.com/video/texans-care-for-texans-obstacle-course
Texans Player, Nick Martin, Spotlight - https://www.houstontexans.com/video/texans-care-for-texans-nick-martin
Kroger Donation Announcement and Main Webpage - https://www.houstontexans.com/community/foundation/texans-care-for-texans