Having just introduced a new brand identity to its customers, RK Dixon wanted to increase brand awareness in the Davenport/Quad Cities market. To do this, HRB developed a unique public relations opportunity: the “Make My Non-Profit Run Better” contest.
The contest was designed to highlight RK Dixon’s ability to make everything run better while benefiting a local charity. We invited local non-profits to register for a technology makeover valued at $60,000. RK Dixon then called on the general public to log onto their Web site and pick the most deserving winner.
The results of the contest were staggering. Unique visitors per day increased by almost 70 percent. In addition to that, the HRB PR efforts generated an estimated public relations value of roughly $102,176.
