Watchdog Homecoming
Objective Summary
Throughout 2020 and 2021, the Watchdog Foundation of Beresford, South Dakota revived their organization, focusing on the community and their alumni. Maxwell Strategies launched a successful alumni network and community inclusion project. In order to connect alumni and the small town of Beresford we created a campaign focusing on unity, inclusion, and promotion working to name their beloved mascot, the Watchdog.
We provided strategic operations, created and implemented fundraising plans, and provided creatives services. To increase awareness and exposure about the foundation, while leaning into expanding the community impact, we created a campaign to engaged the entire community. We created a “final four” inspired digital campaign around naming the Beresford High School mascot.
The community impact piece came into play when brainstorming the names of the mascot. In the small town of Beresford, their school spirit and community loyalty is fierce. One individual in particular, Roger Krause, shows these qualities all year around. He has been attending Beresford athletics for over a decade and has rarely missed a game. Roger is well known around the community and exudes a presence and school spirit that shines a light for all those who attend. The winning name of the competition was announced at the half time of the homecoming football game. Roger was the winning name and it gives us chills just thinking about the roar that came from the stands in that moment. Roger is a beloved member of the Beresford community. His name and legacy will forever live on with the Beresford High School mascot and community.
Engaging Campaign
TV Slide – This campaign introduced our team to a new media tactic. The Beresford High School has an interactive TV that is placed in the lobby of their building next to their gym. This tv is not only seen by students and faculty of the high school, but also community members when attending Beresford High School activities. Our team took full advantage of this opportunity and placed the bracket assets on the TV. Viewers were able to see the names competing for the title of the Watchdog mascot and then could vote right there, by scanning the QR code placed on the ad.
Social Media Campaign – Our social media campaign for this project was over a 5 week span of time. The call to action on each social media post directed viewers to vote on their favorite name in the competition. Our team created social media assets and Facebook covers.
Survey – We used the below survey monkey link to conduct our competition and track out campaign results. https://www.surveymonkey.com/r/7K2GRPG?fbclid=IwAR06sCsNJEVp5kuVUGizsdC64fk5zTphPSXUVDtnfmSnfQ4ueLlWNvwUjHQ
Website – We utilized our website as the landing page of the campaign. Here viewers could participate in the competition, while also having the opportunity to learn more about the Watchdog Foundation.
