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Toys For Joy 2013 Case Study
Transcript of Toys For Joy 2013 Case Study
Toys For Joy is an annual campaign inspired by "Do Something! Make Your Life Count," a book by Miles McPherson, the founder of Toys For Joy.
First established in San Diego, the purpose of this event is to help children and families in San Diego by providing toys, clothing and food during the holiday season.
Now on its 17th year, Toys For Joy continues to partner with local San Diego businesses, churches and other organizations to provide for the community. Some of the sponsors included:
Mattel Toy Store-
2,067 toys at discount; $10,258 spent = $24,632 Retail Value
Rock Thrift Store-
All donated clothing Oct & Nov; In-Kind
Alliant International University-
Flooring Covering for Toy Rooms; In-Kind $7,500
JR Stomp Crew –
Performing 10 Shows only charged for one: In-Kind of 5,850
San Diego Half Marathon-
Cash to support event cost; Financial $25,000
The Corky McMillin Companies –
FREE Toy/Clothing Storage 6 months; In-Kind $7,500
PR Resources Used for Toys For Joy
PR Web: Didn't submit to PR Web in 2013
Clippings for PR Department: $786
PR Log: Free
Wire Service: Free
Sent Release via Facebook/Twitter: Free
News Media Release: Free
Thirty Community Calendars: Free
Two Full-Time PR Staff and one Part-Time PR Staff
One Full-Time production Staff and one contractor
Two Full-Time Social Media Staff from 2 to 3 hours a week
One PR volunteer two hours a week
One Writer Volunteer
Nine volunteers day of event to host elected officials, run media interviews, take photographs, capture b-roll and write post-story
Social Media Coverage: Instagram #ToysforJoy2013
Volunteers were excited to help with the event and showed their support through social media.
Analytics: 95 likes
Strategy: #TBT, collages and two-way communication and embeded hashtags such as #giveback #ToysforJoy2013
Social Media Highlights: Facebook
The Rock continues to use Facebook to engage with its community and remind them of the Toys for Joy event.
Honored Guests: 9,112
Toys Given Away: 9,312
Clothing Distributed: 195,000
Bags of Groceries Given: 8,440
Total Volunteers: 2,703
In-Kind Donations from sponsors/financial donors:
Responded to the Gospel: 657 and given bibles
City of Hope International
Open Door Family Worship Center
Pilgrim's Progress Baptist Church
Good News Baptist
Greater Life Baptist
Inglesia Bautista Amor y Vida
Eagle's Nest Christian Center
New Assurance Baptist Church
The Door Christian Church
Phillips Temple C.M.E. Church
Total Deliverance Worship Center
Vietnamese Alliance Church of San Diego
TV News Coverage: ABC 10
TV News Coverage: San Diego 6
Toys for Joy "brings together families and volunteers" for the holiday sesason.
Goal: 8-10 Live Spots
2013 Results: 1 Live Spot and 1 online article
More than 12,000 children and adults came out for Toys for Joy!
Goal: 8-10 Live Spots
2013 Results: 23 Live Spots
300 YouTube views
TV News Coverage: KUSI
KUSI interviewed Pastor Miles highlighting the different perfomers that were featured in the event such as the Praise & Dance Ministry.
Goal: 8-10 live spots
2013 Results: 20 Live Spots
310 YouTube views
Pator Miles informed viewers that families will receive free toys, groceries and clothes at the Toys for Joy event.
Goal: 8-10 Live Spots
2013 Results: 2 Live Spots
255 YouTube views, 2 comments
U-T San Diego: Santa serves up smiles around county
The Rock was featured along with other organizations such as Nice Guys that hosted toy giveaways
The Christian Post:
The Christian post highlighted the Rock's high turnout and numbers since the event started 17 years ago.
2013 Results: 1 article written
Facebook Shares: 14
2013 Toys for Joy Case Study
Toys for Joy Documentary
Vimeo: "Toys for Joy" documentary by Chris Francis
YouTube: "We're almost there!"
Facebook clicks: 156
Unknown clicks: 56
10 thumbs up, 1 thumb down
Efforts: Toys for Joy and Philippines Relief
Retweet: 1 @therockchurch