Objective: Increase The Borgen Project’s Brand Recognition Inside a 1-Mile Zone.
Trying to market an organization or company can seem daunting, but the 1-Mile Campaign is a great strategy to target people inside a 1-mile radius. By utilizing simple, grassroots-marketing tactics (fliers, chalk writing on sidewalk, etc.) you can ensure every person coming and going from the 1-Mile radius will become familiar with The Borgen Project.
Pinpoint your Target Zone. Select a 1-mile target zone. This can be around a college campus, congressional leaders local office or anywhere that you think would have the biggest impact. If targeting a Congressional leader, visit their website to find the address for their local office. Enter the address into Google Maps or Scribble Maps. The goals is anyone passing through the target zone is going to become familiar with The Borgen Project.
Determine and Implement Tactics. How are you going to make sure that everyone entering inside that 1-mile zone will see or hear the words The Borgen Project? We’ve always been impressed by the ability of fliers and stickers to increase awareness. Research grassroots marketing tactics, such as “Guerrilla Marketing.” Draft out an outline of what you’ll do and paste this into your tracker.
- Print flyers that say “I support The Borgen Project and ask businesses to post them in their storefront windows.
- Post Borgen Project fliers on telephone poles within the one mile campaign. Recruit “Flier Pilots” (aka. friends) to help you distribute them. **Please do not staple flyers to trees.**
- Write facts about the issues in chalk on the sidewalks or parking lots.
- Ask baristas in the neighborhood to write “What is borgenproject.org?” on coffee cups given to customers.
- Create “moments.” Think of creative ways to capture people’s attention while they’re walking/driving down the street… A person in a horse costume holding a Borgen Project sign? A band playing songs on the sidewalk that work the REACH Act into their singing?
Document your Work: Take photos of everything you do. This will help your manager track your efforts and we may use some of the photos on the website.
- Borgen Poster – Call Congress
- Borgen Poster – Green
- Borgen Poster – Simple Logo
- Borgen Poster – Africa
“During a lobbying meeting, I had a Congressional staffer mention that he and his wife went to dinner the night before and saw a Borgen Project flier posted on a telephone pole outside the restaurant. The staffer seemed way more engaged in the cause than I would have expected from that particular office. I’m always amazed by the power a 15 cent piece of paper stapled to a telephone pole can have.”
– Clint Borgen, President of The Borgen Project