Bohlsen Group Fuels Gleaners with a Unified Marketing Campaign so “No One Runs on Empty”
Strategic Planning • Campaign Development • Earned Media • Organic Social • Influencers • Media Buying • Paid Digital • Creative Development
Gleaners Food Bank of Indiana
Through optimization and empowerment of its programs, Gleaners helps underserved neighbors move toward greater self-sufficiency. Entering two years of pandemic response, Gleaners understands that innovation is not only needed… but necessary.
BACKGROUND
Respected leader within Feeding America
Serves nearly 300,000 hungry Hoosiers across 21 counties
Distributed nearly 100 million pounds of food in 2021
More than 75% of foods distributed are fruits, vegetables, grains, proteins, and dairy
Committed network of over 300 partner agencies
Network of nearly 13,000 regular volunteers; 300 volunteers a week
Gleaners relies heavily on financial donations
“I am always blown away with the campaign strategy and creative that comes from Bohlsen Group. It’s beautifully designed, catered to our goals and expands our multi-channel reach in ways that we’ve been unable to do ourselves.
Bohlsen has really been instrumental to implementing new-to-us marketing techniques. They are creative, strategic and provide a high level of customer service.”
Rachel Moehle,
Marketing & Communications Manager, Gleaners
Awareness Campaign During High-Profile Month in Indy Educates the Public
Bohlsen Group was hired by Gleaners when they teamed up with partners including Group 1001 and Andretti Autosport to raise awareness about hunger in Indiana. The partnership was created to encourage donations that help the state’s largest food bank.
After delving into Gleaners’ past overall marketing and specifically for the premier “No One Runs on Empty” campaign in 2020, Bohlsen Group developed a strategy that unified a variety of former and new marketing tactics.
Bohlsen Group added streaming audio on podcasts and digital/connected TV and influencers to the mix. These tactics were executed alongside organic social, paid outdoor and earned media to round out the strategy for the unified marketing campaign.
The “No One Runs on Empty” campaign ran April 6–June 7, 2021 and resulted in almost 53 million impressions across six tactics.
At the end of the campaign…
AUDIO
Ran 361 times; with an additional 555,000 impressions from dry reads and pre-roll
OUTDOOR
Ran 48 outdoor boards, with 42 running as bonus overrun
CONNECTED TV
Ran over 880,000 impressions in the Indianapolis DMA
EARNED MEDIA
24 earned media placements
INFLUENCERS
5 fully executed influencer campaigns
PAID DIGITAL
Ran efficiently based on industry benchmarks in cost and click thru rate