November 2010 Newsletter EVENT MARKETING
SRP | Providing Our Customers & Community with Impactful & Educational Special Events & Program Promotions
Inside this issue Volume 3 SRP Promotes
Appliance Recycling
Through a Fun
and Creative
Fridge-A-Thon
Page 2
Training Begins at
SRP’s Arizona Falls for
P.F. Chang’s Rock ‘n’
Roll Marathon
Page 3
Event & Relationship
Marketing and the
Hispanic Community
Page 4
October Event &
Relationship
Marketing Review
Page 5
SRP Supports
Community
Partnerships
Page 6
SRP Employees
Volunteer Their Time
and Service at 20th
Anniversary of Empty
Bowls Event
Page 7
CONTACT US
For additional information,
event specifics, special
requests or newsletter
suggestions, please e-mail
Rhonda.Street@srpnet.com.
Lori Rogers, Mellissa Holt, Jason Cheesman-­‐Meyer, Alexis Del Chiaro, Rick D’Amico, Ron Hoon (Channel 10 TV) Fridge-­‐A-­‐Thon Rewards Customers More than 3,000 customers took advantage of the
Fridge-A-Thon appliance recycling opportunity.
With the help of local artists and prominent Valley celebrities, the Event & Relationship Marketing team partnered with the Energy Efficiency team to create a marketing campaign that brought special attention to SRP’s Appliance Recycling Program. The eye-­‐catching painted refrigerators easily captured customer interest, and the promotion provided valuable insights into the benefits of energy conservation as well as the importance of recycling appliances in an environmentally safe manner. Fridge art by Mellissa Holt and Lori Rogers, Phoenix Zoo EVENT MARKETING November 2010 Newsletter Fridge-­‐A-­‐Thon supports SRP’s Appliance Recycling Program The Event & Relationship Marketing team joined forces with local TV celebrities, artists and sports figures to present one of the Valley’s most creative and far-­‐reaching recycling campaigns. 1
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SRP’s Valley Fridge-­‐A-­‐Thon April – July 2010 Energy Efficiency and Event & Relationship Marketing teams strategically launched an interactive and creative Fridge-­‐A-­‐Thon campaign in April 2010 to support the promotion of the ongoing SRP Appliance Recycling Program that provides a $30 incentive to customers for the removal and environmentally responsible disposal of older, yet still operating, refrigerators and freezers. The campaign’s refrigerator art created a buzz throughout the community as local artists and celebrity personalities teamed up at summer events to paint refrigerators in an effort to raise awareness for energy conservation and the need to properly dispose of appliances. Between April and July, SRP collected 3,100 units that ranged in size from 10 to 30 cubic feet. JACO Environmental Inc., SRP’s appliance recycling partner, further administered the program by recycling up to 95% of each refrigerator unit, keeping reusable materials out of landfills and properly handling chemicals that could otherwise contribute to global warming. Customers were made aware of SRP’s Appliance Recycling Program and refrigerator drive through a four-­‐month-­‐long media blitz and 20 Fridge-­‐A-­‐
Thon events whereby the Event & Relationship Marketing team engaged in more than 2,300 English and Hispanic conversations specific to the promotion. The multichannel advertising campaign was a key component to the Fridge-­‐A-­‐Thon’s success. It was composed of multiple press releases, two informative and interactive SRP websites with unique URLs and links to YouTube, 30-­‐second television spots, customer bill inserts promoting “What’s the Coolest Thing You Can Do with Your Old Fridge?” and a mobile advertising vehicle with a giant promotional banner that traveled throughout SRP’s territory, with special appearances at Diamondbacks games, concerts, the circus and other community events promoting energy efficiency. The eye-­‐catching Fridge-­‐A-­‐Thon art enjoyed a tremendous amount of customer attention, and several units were invited to be part of Phoenix’s First Friday -­‐-­‐ a monthly, self-­‐guided art walk of more than 70 galleries and venues that draws thousands of visitors. On June 1, 15 uniquely decorated refrigerators were displayed at a VIP reception that entertained nearly 300 honored guests, participating artists, community leaders and key customers. 16
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The decorated refrigerators displayed at community events piqued customer interest, and many extensive discussions of energy efficiency and environmentalism resulted. The popularity of the campaign’s painted refrigerators inspired a traveling Fridge-­‐A-­‐Thon art exhibit that included venues such as the Phoenix Zoo, the Arizona Science Center, and select Westcor malls. The city-­‐wide Fridge-­‐A-­‐
Thon art tour came to a close on October 30 with a celebration and final viewing opportunity at the Xico Gallery in downtown Chandler. For more information, please visit fridgeathon.com. 1 2 Artist/ Celebrity Guest Bradley Smith Event and Special Features WM Phoenix Open, autographed by Hunter Mahan (tournament winner) Glendale Go Green Festival 3 4. Linda Suffidy/ Brad Cesmat, KTVK Sports John Covington Bill Patterson 5. Joanne Gallery 6 7 Joe Ray/ Patricia Batres Greg Jones 8 Moises Tamale Festival, Corona Ranch 9 Jason Cheeseman-­‐Meyer/ Ron Hoon, Fox10 Jerry Triana Fox 10 Morning Show 10 11 12 13 14 15 16 17 18 Kyle Jordre/ Sean McLaughlin, KPHO Greg Jones/ Anquan Boldin Zarco Guerrero/ Mary Rabago, Univision 33 Jenny Ignaszewski NASCAR NASCAR, autographed by 43 drivers Country Thunder, autographed by Keith Urban Country Thunder Pat’s Run, Sun Devil Stadium Rock the Zoo, autographed by the band Vertical Horizon Rock the Zoo The Home Depot Cinco de Mayo, downtown Phoenix Cinco de Mayo, Corona Ranch Bruce Rivera / Catherine Anaya, KPHO Gennaro Garcia Cinco de Mayo, Corona Ranch Tane Clark/ Chris Dunn, KPHO Luis Gutierrez Maricopa County Home & Garden Show Cinco de Mayo, Corona Ranch Did You Know? The SRP Appliance Recycling Program provides energy savings for customers and a significant environmental benefit, reducing up to 10 tons of CO2 equivalent for each unit, which is equal to removing two cars from the road each year. Return to Cover Page
2 EVENT MARKETING Marathon participants kick off their training at SRP’s Arizona Falls November 2010 Newsletter While promoting EarthWise Energy and other important environmental programs, the Event & Relationship Marketing team educated and encouraged marathon participants at the P.F. Chang’s training pep rally. Marathon Training Kick Off Event, Arizona Falls Arizona Falls Marathon Training Kickoff Party Arizona Falls is an ideal site for the SRP Marathon Training Kickoff Party. It is formed by a natural 20-­‐foot drop and can generate up to 750 kilowatts of clean, renewable electricity -­‐-­‐ enough to power up to 150 homes. Arizona Falls represents one of the many canal multiple-­‐use projects and is a familiar backdrop for Valley runners and walkers. Beginning in December, leading up to the marathon weekend, the Event & Relationship Marketing team will be working alongside the Environmental Group to promote a marathon recycling program with tips about how to recycle everything from water bottles to running shoes. For more information, visit arizona.competitor.com. Arizona Falls Canal G.R. Herberger Park Oct. 7, 2010 One of the Valley’s most anticipated outdoor events is the annual P.F. Chang’s Rock ‘n’ Roll Marathon, which links Phoenix, Scottsdale and Tempe. It is held on the Sunday before Martin Luther King Jr. Day and attracts tens of thousands of runners each year. There were more than 32,000 participants in the January 2010 competition. The races consist of a full and half marathon, with wheelchair races in each category. The starting lines are in downtown Phoenix, th
at Washington Street near 14 Avenue for the marathon and Jefferson Street th
near 12 Avenue for the half marathon. Along the route are more than 40 high school cheerleading teams and 70 bands that perform for the runners. The finish line and celebration party are in Tempe on Packard Drive between Arizona State University’s Sun Devil and Sun Angel stadiums. The Valley’s first Rock ‘n’ Roll marathon was in 2004, and because of far-­‐
reaching community involvement and environmental commitment, SRP established an official SRP Marathon Training Kickoff Party to promote EarthWise Energy and encourage health, fitness and environmental stewardship through sustainability initiatives, water conservation, energy efficiency and environmental sustainability. The kickoff event, held at Arizona th
Falls/G.R. Herberger Park at Indian School Road and 56 Street, grows exponentially every year and includes an evening full of pre-­‐race enthusiasm, vendor booths, refreshments and raffle contests. More than 500 people attended this year’s event and benefited from a mini health and fitness expo that included valuable training information from guest speakers such as Susan Loken, reigning USA Masters Marathon champion, and Josh Cox, 5K American record holder. Attendees had the opportunity to register for the 2011 Rock ‘n’ Roll Marathon at a discounted rate and were invited to participate in a 3.5-­‐
mile training run led by Cox. 2010 Marathon Winners Marathon -­‐-­‐ 26.2 miles Men: Terefe Yae (Ethiopia), 2:12:41 Women: Teyba Naser (Ethiopia), 2:30:39 Half Marathon -­‐-­‐ 13.1 miles Men: Simon Bairu (Canada), 1:02:47 Women: Deena Kaster (USA), 1:09:43 P.F. Chang’s 2010 Rock ‘n’ Roll Marathon Return to Cover Page
3 EVENT MARKETING November 2010 Newsletter Committed to Arizona’s Latino Community The Event & Relationship Marketing team actively participates in the Hispanic market with bilingual communications and an excellent working relationship with Latino business leaders and Valley residents. Dia del Niño, Phoenix Zoo Event & Relationship Marketing’s Commitment to the Hispanic Community SRP proudly advocates Arizona’s culturally rich diversity and supports the Valley’s growing Latino community. The Event & Relationship Marketing team takes that commitment and tone to the street by being highly involved and integrated within the Valley’s Hispanic community. The team’s positive rapport and solid reputation is evident by the many events supported by the event team whereby relevant pricing and energy-­‐efficiency information is shared to help customers save money while conserving energy. The Event & Relationship Marketing team enjoys a significant presence at many of the Valley’s major Hispanic leadership development seminars, heritage festivals and community educational events throughout the year. Bryanna McHenry, Event Marketing Specialist, manages the Hispanic event segment and organizes SRP’s participation in more than 30 Hispanic events throughout the year. Contact Bryanna.McHenry@srpnet.com for a complete list of SRP sponsored Hispanic community events. Hispanic Events Partial List Cinco de Mayo (May): This is a festival to celebrate Mexico’s win at the Battle of Puebla. Niños Seguros Back to School Safety Fair (July/August): This one-­‐day family event focuses on child safety, health and education. Profiles of Success (September): This annual awards luncheon recognizes Latino leadership and launches National Hispanic Heritage Month in Arizona. Fiesta Patrias (September): This two-­‐day cultural festival celebrates Mexican independence and Hispanic heritage. Fiesta Phoenix (October): This is a two-­‐day cultural festival celebrating Hispanic heritage. Attendees experience rich and vibrant arts and crafts exhibits, live entertainment and authentic Mexican food. CPLC Esperanza Teacher Awards (October): This annual awards dinner celebrates and recognizes Latino educators in Maricopa County. SRP is the premier sponsor. Hispanic Women’s Conference (October): This annual two-­‐day conference aims to motivate, educate and provide a prime opportunity to build lasting and beneficial relationships on national, regional and local levels. Fiesta de Friendly House (October): This event is recognized as Arizona’s premier Hispanic culinary and wine-­‐tasting affair of the year. Fiestas Patrias, Barrio Unidos Park, Phoenix Trivia Contest Who were the first to build canals in the Phoenix area? A) Hohokams B) Seminoles C) Eskimos D) Spanish Settlers DATOS (November): This economic overview and forecast breakfast focuses on Arizona’s Hispanic market. Angeles del Barrio/Angels of the Neighborhood (December): This is a holiday and wellness fair where thousands of children have the opportunity to celebrate the holiday season. SRP hosts the Santa booth complete with Polaroid photographs for families. Return to Cover Page
4 EVENT MARKETING Event Review November 2010 Newsletter Event & Relationship Marketing professionals are committed to keeping SRP “in touch” with our clients, customers and business partners through quality, personal communication at events, meetings and educational seminars. October 2010 Maricopa County is composed of 14 cities, 11 townships and countless communities. In October, the Event & Relationship Marketing team spanned the Valley with a presence in 70% of the cities situated within the Greater Phoenix Metropolitan Area. October events included recycling expos, homeowners association meetings, national awareness campaigns, Hispanic recognition events, and a key customer golf tournament that concluded the month with a Halloween theme of goblins, ghouls and golfers. At every event, customers were educated about energy efficiency, water conservation and sustainability initiatives, and 944 customer conversations were recorded throughout the month, with thousands of brand impressions gained from the SRP logo prominently displayed at all residential and commercial events. Event Management Oct. 7 AzBiz Green 2010 Glendale Oct. 7 Arizona Falls Rock ‘n’ Roll Marathon Kickoff Party Phoenix Oct. 9 Light the Town Pink Chandler Oct. 10 Arizona Cardinals Glendale Oct. 10 Light the Town Pink Chandler Oct. 12 Phoenix Suns Glendale Oct. 15 Avondale Resident Appreciation Night Avondale Oct. 16 Parkwood Ranch HOA Event Mesa Oct. 16 Avnet Company Picnic Phoenix Oct. 16 Lindo Park GAIN Phoenix Oct. 16 Fiesta Phoenix 2010 Phoenix Oct. 16 Light the Town Pink Phoenix Oct. 17 Light the Town Pink Phoenix Oct. 21 CPLC Esperanza Teacher Awards Phoenix Oct. 21 -­‐ 22 Hispanic Women’s Conference Phoenix Oct. 23 Energy Assistance Event Apache Junction Oct. 23 Brooks Ranch HOA GAIN Chandler Oct. 23 -­‐ 24 Sears Safety Event Phoenix Oct. 23 Light the Town Pink Mesa Oct. 24 Light the Town Pink Mesa Oct. 26 Lions Club Breakfast Chandler Oct. 28 City of Phoenix Expo Phoenix Oct. 29 Phoenix Suns Glendale Oct. 29 Key Customer Golf Tournament Phoenix Oct. 29 Fiesta de Friendly House Phoenix Oct. 30 Sunland Village East Mesa Oct. 30 Juvenile Diabetes Research Foundation Run Tempe & Glendale Learn more about our events and join online conversations at facebook.com/srpconnect and twitter.com/srpconnect. Light the Town Pink, Moon Valley Nursery, Chandler Customer Interaction Segment Breakdown Hispanic; 20% Commercial; 30% Residenpal; 50% Recorded interactions with customers: residential, 471; commercial, 287; Hispanic, 186. Total interactions for October: 944. NOVEMBER PREVIEW Did You Know? November is American Diabetes Month. To learn more, visit diabetes.org. Upcoming Events November is an exciting month of events, starting with the SRP-­‐sponsored ZooLights and the annual MCFiPS company picnic. Leading up to the holiday season, the Event & Relationship Marketing team will be busy with the following featured events: the Queen Creek Safety & Preparedness Fair, Apache Junction Wellness Fair, Arizona Cardinals Marquee Math Competition, Walk to Save Animals, SCC Fall th
Tradeshow, 15 annual DATOS breakfast sponsored by SRP and the Arizona Hispanic Chamber of Commerce, and annual Fiesta Bowl Parade, to name a few. Return to Cover Page
5 EVENT MARKETING November 2010 Newsletter Community Partnerships Event & Relationship Marketing continues to support local schools and nonprofit organizations by donating energy-­‐efficient products, recycled bags, event tickets, gift baskets, event support and trash boxes with liners. In October, 2,180 trash boxes and 2,500 plastic grab bags were donated and will be used by various organizations throughout the holiday season. Featured Organization Phoenix Animal Care Coalition PACC911 focuses on providing venues for Maricopa County animal welfare organizations to join forces and participate in large joint adoption and fundraising events. PACC911’s goal is to educate the public about key issues such as the need to spay and neuter pets as a means of reducing pet euthanasia and to provide an opportunity for pets to be seen and to find new homes. The above photo is courtesy of pacc911.org and depicts Barb Steele, supervisor of adoption events, and her dog Rocket, the 2006 Hero Award recipient for being the most amazing survivor of animal neglect. For information about upcoming Adopt-­‐A-­‐Thons and fundraising events, visit pacc911.org. A.T. Still University American Cancer Society Apache Junction GAIN Apostles Lutheran Church Arizona Air National Guard Arizona Governor's Office Arizona's Children Association AZ Disabled Sports Basha Elementary Benjamin Franklin Charter School Boys & Girls Club of the East Valley C.U.F.F.S. Central Christian Chandler Traditional Academy Chicanos Por La Causa City of Phoenix Corona Del Sol High School Crisis Pregnancy Centers Cross Walk Church Desert Ridge High Student Council Family of Faith First Baptist Church Gateway Fellowship Gilbert Soccer Club Glendale Neighborhood Event Grace Community Church Grace Inn Habitat for Humanity Hamilton High School Kiva Elementary School La Joya High School Lobos Band Boosters LDS Church Leadership West Lookout Mountain Elementary School Lymphoma Research Foundation Mesa First Mesquite High School Band Mountain View High School New Hope Christian Church North Tempe Neighborhood Association notMYkid Ocotillo Ward, LDS Church PACC 911 Palm Christian School Polarfest Positive Impact Pueblo Elementary School Quality Care Network Salvation Army San Juan Diego Institute Schnepf Farms Skyline Ranch K-­‐8 Sonoran Science Academy-­‐Ahwatukee Spina Bifida Association of Arizona St. Timothy Catholic Church Tarwater Elementary School Tempe Royal Estates Univision Radio Western Sales Management Founder's Day Making Strides Against Breast Cancer GAIN Fall Festival Fall Festival Kiwanis Park Event Stocking Stuffer Collection Boxes Walk ‘n’ Roll Family Fun Night Fall Festival Boo Bash Dash Rocktoberfest for fallen Officers Celebration Picnic Fall Festival Holiday Celebration Wrapping Night Seventh Annual State of Downtown Bond Fire Walk for Life Trunk or Treat Homecoming Carnival Hallelujah Night Fall Festival Fall Festival Trunk-­‐or-­‐Treat Arsenal Challenge GAIN Event Outdoor Community Events Rotary International 4-­‐H Collation ABODA Arizona State Marching Festival Kiva Carnival 2010 State Marching Festival Division IV Halloween Party Golf Tournament Fall Festival Lymphomathon 2010 5K Walk Great Giveaway Rainer Marching Classic Green Club Recycling Community Health Fair 10th Annual Picnic (GAIN) Halloween Fest Halloween Trunk-­‐or-­‐Treat Pet Adoption Event Community Outreach Program Community Event London's Run Pumpkin Patch Thanksgiving Food Drive Holiday Food & Toy Drives Honor Your Mother Schnepf and Skyline Clean Up Recycle Program Fall Festival Walk ‘n’ Roll Winter Festival Fall Festival Neighborhood Watch (GAIN) Safe Halloween Trick-­‐or-­‐Treating Holiday Food Drive To request SRP trash boxes for a community nonprofit event, please visit srpnet.com/trashbox. Return to Cover Page
6 EVENT MARKETING November 2010 Newsletter DASHBOARD We want to hear from you. This page is designated for anyone who would like to acknowledge a co-­‐worker, share personal stories of events recently attended or participate in our newsletter community. Please e-­‐mail submissions to Rhonda.Street@srpnet.com. Arizona Home & Building Expo, Phoenix Convention Center Second Shift’s New Website Volunteering in the Community The Second Shift band is composed of seasoned musicians who represent SRP at charity, corporate and community events throughout the Valley. Please visit the band’s recently unveiled website at SecondShiftBand.net for show schedules, biographies, photos, videos and more. Mark Bonsall – Drums Jim Powell – Lead Guitar Steve Lopez – Keys, Guitar, Vocals Brandon Quijada -­‐ Bass Rhonda Street – Vocals, Rhythm Artie W hiting – Vocals, Guitar EMPTY BOWLS EVENT The fundraising event benefitted Waste Not, the Valley’s only Perishable-­‐food rescue program. Date: Oct. 15, 2010 The Event & Relationship Marketing team enjoys a high profile in the community through its efforts of educating the public about energy efficiency, water conservation and sustainability initiatives. The team manages more than 3,000 events per year, but the team member’ level of community commitment goes well beyond their job responsibilities. In early October, Bryanna McHenry, Event Marketing Specialist, learned of the Empty Bowls charity event to help feed Arizona’s hungry through a Valpak flier received in the mail. Upon contacting event organizers, McHenry and three co-­‐workers, Mellissa Holt, Anne Rickard and Tanya Hughes, immediately volunteered their services and event expertise. The fundraiser was held Oct. 15 at the Arizona Center where thousands of unique bowls were sold to benefit Waste Not organization. McHenry, Holt, Rickard and Hughes spent most of their day managing raffle tickets, and selling and wrapping the one-­‐of-­‐a-­‐
kind, handmade ceramic bowls. Their volunteer work was personally rewarding because every bowl sold provides up to 75 nutritional meals for the hungry. For more information, please visit wastenotaz.org. Contest Winner Congratulations to Dan Hull, Customer Service Analyst, who won two AMC movie passes, popcorn coupons and a gift card to Chili’s restaurant for being the first to correctly answer the October trivia question. (Answers: surround sound system; Salt River; true) E-­‐mail trivia entries to Rhonda.Street@srpnet.com. Acknowledgments Thank you to all who participated in the eight-­‐week Exercise Challenge. Everyone deserves a pat on the back for their effort and commitment to the program. Keep up the good work and enjoy your success. A Day in History In 1870, 240 residents populated the Salt River Valley. With the growing
population, the coming of the railroad and anticipated economic growth,
the residents held a meeting on October 20th to select an official town site.
As a result, a 320-acre plot of land was purchased in what is now the
downtown business section.
Thank you for reading our Event Marketing newsletter. Return to Cover Page
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