FCHCC: Achieving the Dream
The First Coast Hispanic Chamber of Commerce (FCHCC) awards scholarships annually to eligible Hispanic students from Northeast Florida. Scholarships are awarded during the annual Achieving the Dream scholarship event. In 2009, the FCHCC partnered with the Mayor's Hispanic American Advisory Board (MHAAB), and enlisted the support of Brunet-García to promote the scholarship event to potential sponsors, recipients and community leaders on the First Coast.
TARGET MARKET
- Current members of the FCHCC & MHAAB
- Eligible scholarship applicants
- Hispanic parents of college-aged children
- Potential sponsors
- Community leaders
MARKETING CHALLENGES & OBJECTIVES
- Increase the number of eligible Hispanic scholars who apply for the scholarship
- Increase the number of companies who sponsor the event
- Increase awareness in the community about the Achieving the Dream Scholarship
- Increase attendance for the Achieving the Dream Scholarship event
POSITIONING
Each element of the scholarship promotional campaign was designed to convey the scholarship's importance to Hispanic students. Without the financial assistance of programs like Achieving the Dream, these students might not be able to attend college. By reiterating the importance of Achieving the Dream, we created a compelling campaign that motivated individuals on the First Coast to participate in the program.
PUBLIC RELATIONS TACTICS
- Development of PR, community relations and marketing programs with one-on-one outreach to potential sponsors, recipients and interest groups in the five-county metro area
- Comprehensive event management of the 2009 Achieving the Dream scholarship program, including collateral, media kit, ad campaign, promotions and event logistics
RESULTS
- Over 200 viable scholarship applications were received.
- Sixteen scholarships, totaling $32,000, were awarded.
- Over 400 people attended the Achieving the Dream scholarship luncheon from 34 different companies, representing a diverse cross-section of the five-county metro area.
- News personality and consumer affairs reporter Ken Amaro served as the Master of Ceremonies.
- Mayor John Peyton, a strong proponent of education and a driving force behind literacy programs in Jacksonville, provided the opening remarks.
- Gustavo Pérez-Firmat, renowned Cuban-American author and professor at Columbia University, set an inspirational tone for the scholarship recipients, encouraging them to actively pursue and achieve their dreams.
- In addition to Winn-Dixie signing on as the presenting sponsor, we also engaged seven platinum sponsors, seven sterling sponsors, eight crystal sponsors and eleven additional table sponsors for the event.
