ProProse Partnership Examples

ProProse excels in developing public-private partnerships that extend the budget and magnify the visibility of our campaigns. It is not enough to simply raise awareness or increase knowledge. At ProProse, our campaigns are strategically developed to create measurable change in behavior.

Since 2005 our team has added over $35 million in value for our social marketing campaigns through partnerships.

Below is a description of a few of the public-private partnerships we have created:

• Cal Grants: Pepsi Bottlers placed banners on Pepsi machines located on high school campuses across California letting them know they could qualify for money for college from Cal Grants. In exchange, Pepsi received sponsor ID on print ads, interior bus ads and on radio tags. Other partners recruited by ProProse brought the total partnership value to more than $2.5 million, including Six Flags Marine World, DMV, transit systems, California Roadside Rest Stops, and PennySaver.

• Caltrans “Slow for the Cone Zone” campaign: Just Tires Stores donated free upgraded tires and rims for two new cars given away as part of an educational campaign targeting high school Driver’s Education students and teachers. Private driving schools agreed to use our educational DVD and posters in their courses promoting the messages and contest. PennySaver ran free ads promoting the contest in exchange for being named as a sponsor on radio commercials and promotional materials. Other partners to the overall campaign included traffic reporters and Fox TV affiliates. Total partnership value exceeded $15 million.

• CAL FIRE (CA Dept. of Forestry and Fire Protection): Three True Value and Ace Hardware stores in California contributed equipment as prizes to help attract local homeowners to CAL FIRE’s wildfire Awareness Day events. Donated prizes included several chain saws and string trimmers, as well as goggles, gloves and other equipment helpful to homeowners in preparing defensible space around their homes in forested areas. Radio Stations contributed live remotes and PennySaver helped publicize them as well for a total contributed value to the $35,000 campaign of over $100,000.

• Caltrans Anti-DUI Campaign: ProProse recruited CA Dept. of Alcohol and Drug Programs and CA Office of Traffic Safety to each contribute over $70,000 to help Caltrans create an effective Anti-DUI campaign to warn motorists before the busy Memorial Day Weekend. In addition, ProProse persuaded CHP, ABC, DMV, MADD and others to participate as partners in the campaign. PennySaver contributed over $1.3 million in free media exposure statewide as a sponsor. The very successful campaign which asked motorists to Report Drunk Drivers.
  Call 9-1-1, has been continued by CHP and OTS statewide, with Changeable Message Boards and permanent signs on highways statewide.