American Lung Association of New York State

Situation Analysis
The American Lung Association called upon HJMT to organize their third annual “Blow the Whistle on Asthma” 5K Walk because the walks held the previous years did not meet their expectations and they needed the help of a professional event planning firm.

Objective
The goal was to increase visibility for the event, draw a larger number of participants and produce greater revenues, subsequently creating the groundwork for increasingly more successful events in the future.

Tactics
In order to create an event that was exciting for people of all ages, make it profitable and create a buzz around it, HJMT performed the following tasks:
• Held a Kick-Off event during which corporate sponsors and family based teams made fund raising commitments; the event also served as a Point of Entry for people who were unfamiliar with the American Lung Association.
• Created a corporate committee, representing a diverse array of regional businesses and community leaders.
• Developed a publicity campaign - marketing, frequent press releases and advertisements.
• Partnered with Long Island media.
• Obtained in-kind donations from high-profile vendors to supply food, entertainment, signage, and all forms of logistical support.
• Developed a grass-roots marketing effort that entailed reaching out to local service organizations such as Kiwanis chapters, Rotary clubs and Chambers of Commerce, and making presentations about asthma and the Asthma Walk.
• Secured sponsorships from major corporations.
• Coached team captains to boost their fund raising efforts.
• Developed fund raising incentives for all participants.

Result
• Preliminary fund raising estimates exceeded $130,000, including more than $32,500 in sponsorships.
• More than 650 people participated in the Asthma Walk.
• 69 walking teams actively raised funds.
• Starbucks, Krispy Kreme and local vendors provided breakfast for free.
• New sponsors, such as American Express, Long Island Power Authority and Sepracor joined the effort.
• Broadcast, print and web-based media outlets donated advertising space, and in some cases produced pro-bono spots.
• The Kick-Off event and the Asthma Walk appeared on News 12 Long Island; in Newsday, Long Island Business News, and many community newspapers; and on radio stations across the region, such as KJOY, Island 94.3 FM, WHLI and B103, among others.
• HJMT received incredible reviews and commitments for the next year from participants and sponsors.

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