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| KaBOOM! is a national non-profit dedicated to bringing play back into the lives of all children. KaBOOM! empowers communities by providing tools and resources to build and advocate for great places to play in their neighborhoods. |
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| In early 2007 KaBOOM! launched Playful City USA, a national recognition program that provides a framework for communities to demonstrate a commitment to children's health through play. |
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| CHALLENGE |
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| CEO Darell Hammond had become intrigued by internet video as a unique way to engage Playful City USA communities by allowing them to use their own voice to talk about why play is important in their communities. The hope was that this ownership and friendly competition among the other founding Playful City USA communities would also unleash creativity and inspire communities to spread the word. |
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| Shycast worked with the KaBOOM! team to define the grant application concept, architect the submission process, and manage end-to-end execution. |
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| PROGRAM OBJECTIVES |
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| Build Awereness: Engage local Playful City USA member communities, inspire local and national promotion of the Playful City USA program, and drive national awareness to the cause of play and KaBOOM!.
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| Program Management: Facilitate the flow of information and ideas between KaBOOM! and Playful City USA member communities. Educate member Communities regarding expectations and judging criteria.
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| Branding: Create awareness of the Playful City USA program by asking participating members to demonstrate their enthusiasm for and commitment to play. Drive traffic and engagement in the cause of play and the tools and resources offered at kaboom.org by "voters" .
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| Knowledge acquisition: Get acquainted with the role that social marketing tools can play for non-profit organizations. Accumulate leads and foster engagement in Playful City USA and the cause of play. Understand who would engage in this type of online activity and how/whether it helps convert voters into play activists.
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| SOLUTION: THE PLAYFUL CITY USA VIDEO GRANT APPLICATION |
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| Shycast and KaBOOM! designed an application process that asked Playful City USA member communities to submit a two-part application for one of 8 grants of up to $25,000 that would fund a neighborhood play initiative. Part one of the grant application was a written description and budget. Part two was a video, created by community stakeholders, that demonstrated why they considered themselves a community dedicated to play.
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| RESULTS |
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| Local Engagement: KaBOOM! was very pleased with the results of the Playful City USA Video Grant Application.
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- Twenty-one out of thirty-one founding Playful City USA Communities participated.
- Video submissions revealed tremendous creativity and featured mayors performing in skits, Park and Recreation officials playing on the playground, star athletes making appearances, kids producing play-themed music videos...even a play superhero who flew through the sky looking for great places to play with her flying doc side-kick, Boomer.
- Cities got out the vote through their own websites, local TV and newspapaper stories and even through "viewing" parties.
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| Impact:
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- Nearly 3,000 individuals who voted opted to receive future KaBOOM! information - an overall increase of nearly 40-percent.
- The Shycast-powered and KaBOOM! websites combined for more than 500,000 page views and more than 130,0000 unique visitors during the grant awards process (11/29/07-1/10/08).
- The websites combined for nearly 300-percent increase in the number of visits compared to a normal month on the KaBOOM! website.
- Nearly 120,000 individuals who had never experienced KaBOOM! interacted with either the Shycast-powered or KaBOOM! websites.
- Newspaper and television coverage delivered nearly 6.3 million impressions.
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Contact us for more information about this engagement: case_studies@shycast.com
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