Back2020 Virtual Labor Day Auction Promotion
Due to the pandemic, the 2020 Labor Day Auction was held virtually. For two weeks in September, thousands of people visited the online Auction and many bid on the same great items that are featured at the in-person event—sports memorabilia, artwork, quilts, used cars and more. The excitement and buzz of the event could be felt throughout those two weeks with Hospice & Community Care raising more than $460,000. Proceeds from the virtual event will provide hospice, palliative and supportive care, and bereavement support for patients and their families or caregivers.
Here are the ways that Hospice & Community Care promoted the 2020 Virtual Labor Day Auction to the broader community:
Digital Advertising
Facebook Carousel ad
Targeted people in Lancaster and York counties, as well as those who had an interest in auctions and giving
130,330 impressions, 64,010 reach and 2,090 clicks
Digital Display ad
Targeted people in Lancaster and York counties, as well as those who had an interest in auctions and giving
272,727 impressions and 333 clicks
Eblast
Targeted people in Lancaster and York counties, as well as those who had an interest in auctions and giving
50,0001 emails sent, 15% open rate (performed 53.7% above industry average of 10%) and 11% clicks (performed 314.29% above industry average of 2.66%)
Lancaster County Magazine’s “The Scoop” e-Newsletter
Lancaster County Magazine is a monthly publication, written by and for those who live, work and have roots in Lancaster County, as well as those who simply love the area. 2,500 e-News subscribers
Lancaster County Magazine’s website
Lancaster County Magazine is a monthly publication, written by and for those who live, work and have roots in Lancaster County, as well as those who simply love the area. 10,000+ unique visitors/month
Digital Billboards (272 in Brownstown and 501 in Lititz)
Eblast (WIOV, WSOX, WARM 103.3, NewsTalk 93.9, CBS Sports Radio 1440 York and CBS Sports Radio 1240 Reading)
Stations are owned by Cumulus Media and play country music, classic hits, soft rock, news and sports in Central Pennsylvania and beyond.
Website (WIOV, WSOX, WARM 103.3, NewsTalk 93.9, CBS Sports Radio 1440 York and CBS Sports Radio 1240 Reading) Stations are owned by Cumulus Media and play country music, classic hits, soft rock, news and sports in Central Pennsylvania and beyond.
Susquehanna Style’s “Sponsored Blog”
Showcases of all the arts, culture and culinary excellence that make the Susquehanna Valley the place to live, work and play.
Susquehanna Style’s website
Showcases of all the arts, culture and culinary excellence that make the Susquehanna Valley the place to live, work and play.13,000+ unique visitors/month
Susquehanna Style’s e-Newsletter
Showcases of all the arts, culture and culinary excellence that make the Susquehanna Valley the place to live, work and play. 20,000+ e-News subscribers
Discover Lancaster (Lancaster’s visitors’ center) e-Newsletter
Discover Lancaster is the official destination marketing organization for Lancaster County. The eblast was sent to 85,000+ subscribers located across the country and beyond.
WITF’s “Has a Lot Going On”
Monthly eblast that highlights all major events, and WITF’s radio and television programming. 23,5000 e-News subscribers
Video Advertising
The following sponsor videos were shared on Hospice & Community Care’s social media channels and on the Labor Day Auction website.
Auction Kick Off featuring Turkey Hill Dairy, Inc.
Day of Care Auction featuring Engle Printing & Publishing Co.
Sports Memorabilia Auction featuring Blue Ridge Communications
Quilt Auction featuring Rodgers & Associates
Auction Club featuring the Labor Day Auction Chair
Cash Raffle Drawing featuring Viocity Group
Print Advertising
Labor Day Auction Mailer
Mailed to 25,600+ Hospice & Community Care supporters and past Auction attendees
Hospice Horizons
Hospice & Community Care’s quarterly newsletter — Spring, Summer and Fall editions
Mailed to 18,200+ Hospice & Community Care supporters
Lancaster County Magazine
Lancaster County Magazine is a monthly publication, written by and for those who live, work and have roots in Lancaster County, as well as those who simply love the area. 55,000 monthly readership
Merchandiser/Advertiser/Penny Saver/Community Courier
(full page sponsor ad) (1/4 page ad) (LDA Postcard) (Classifieds)
Community newspapers that highlight the achievements of neighbor and community groups and organizations, as well as information about upcoming events. Delivered to 360,000+ homes weekly
Antiques & Auction News
Along with marketplace news, there are regular columns, book reviews, and numerous special features. The publication is distributed to antique centers, auction houses and nearly every antique show throughout the Mid-Atlantic region. Antiques & Auction News has a weekly circulation reaching an average of 20,000 readers.
Susquehanna Style (1/3 page ad) (1/6 page ad)
Showcases of all the arts, culture and culinary excellence that make the Susquehanna Valley the place to live, work and play. 80,000 monthly readership
Today & Tomorrow Magazine
Today & Tomorrow Magazine promotes a unique blend of community events and reaches an average of 100,000 readers each quarter in South Central and South Eastern Pennsylvania
R&A Magazine
Dedicated to providing valuable home improvement information to Lancaster County’s current and future home owners. Distributed at grocery stores and retailers throughout Lancaster County, such as Wawa, Turkey Hill Minit Markets, Redner’s Markets, Zimmerman’s True Value, Stauffers of Kissel Hill, and more.
Lancaster Newspapers
Daily newspaper that is delivered to nearly 80,000 subscribers
(full page sponsor ad) (full page ad)
Busy Beaver (1/2 page ad) (full page ad)
Publication delivered to Amish and Mennonite communities throughout Pennsylvania
The Chronicle
Published weekly, The Chronicle is available on newsstands throughout Southern Lancaster County, Chester County and Cecil County. The Chronicle contains local news, school news, church news, community news, local sports, and more.
Natural Awakenings (back page)
Natural Awakenings is a healthy living magazine distributed in Lancaster and Berks counties. The magazine has information on natural health, nutrition, fitness, products and services that support a healthy lifestyle, and more.
Radio Advertising
15-second commercials on WIOV and WSOX and on streaming apps and smart speakers
Stations are owned by Cumulus Media and play country music and classic hits to listeners in Central Pennsylvania and beyond. Hospice & Community Care ran 66 spots beginning in September.
TV Advertising
30-second commercial on Blue Ridge Communications
Blue Ridge Communications provides reliable and affordable high-speed internet, cable television, and phone services to homes and businesses throughout Northeastern Pennsylvania.
30-second commercial on Blue Ridge Communications
Blue Ridge Communications provides reliable and affordable high-speed internet, cable television, and phone services to homes and businesses throughout Northeastern Pennsylvania.
Weather Channel Crawl on Blue Ridge Communications
Messaging the runs across the bottom of the screen on Blue Ridge Communications’ weather channel
Media Coverage
TV segment on Blue Ridge Communications’ Sportstalk show
Program that highlights local and national sports
Radio segment on Community Focus
Program that features community news and information, and airs on WIOV, WSOX, WARM 103.3, NewsTalk 93.9, CBS Sports Radio 1440 York and CBS Sports Radio 1240 Reading
Radio segment on WJTL’s Morning Show
WJTL 90.3 plays the best mix of Christian music across Central Pennsylvania and beyond.
Radio segment on Fun101.3 FM, ESPN-92.5 FM, ESPN-92.7 FM, and WLPA 1490 AM
Program that features community news and information
Article in the Merchandiser/Advertiser/Penny Saver/Community Courier — “Hospice Labor Day Auction to be held virtually”
Article in Lancaster Newspapers — “Hospice & Community Care’s Labor Day Auction goes virtual amid COVID-19 pandemic”
Article in Lancaster Newspapers — “Lancaster’s annual Hospice & Community Care Labor Day Sports Auction goes virtual for 2020”
Article in Lancaster Newspapers’ Sports Scene
Article in Natural Awakenings — “Hospice & Community Care’s Virtual Auction Calls for Community Support”
Keep in touch.