A staple carwash organization in Central Indiana, Crew Carwash has a strong reputation for customer service and giving back to the local community. The organization has teamed up with Big Brothers Big Sisters of Central Indiana and Gleaners Food Bank of Indiana in the past, and at the start of 2016, wanted to begin a new partnership with Riley Children’s Foundation.
Crew’s plan was to donate 50 percent of the first month’s proceeds from every purchase of an Unlimited Wash plan between April 30-May 8 to Riley Children’s Foundation. Crew decided early on that all of the money raised would go to Riley’s Maternity and Newborn Health program, a brand new initiative aimed at greatly reducing Indiana’s infant mortality rate.
Fewer than 20 babies have been born at Riley Hospital since it opened in 1924. Soon, Riley Hospital will offer the full spectrum of maternity care, from low-risk pregnancies to specialty care for mothers and babies with complex needs.
As Crew embarked on this new partnership, Dittoe PR was there every step of the way. Dittoe coordinated all meetings between Crew and Riley, helped create the official campaign name – “Unlimited Hope for Riley” and social media hashtag – #Crew4Riley, and planned a major kick-off event at Crew’s Downtown Indianapolis location.
Crew worked closely with Riley to ensure Riley Kids and their families were able to attend the event. The kids enjoyed snacks, greeted customers and even helped spray down cars in the carwash tunnel.
Despite bad weather, (it rained eight of the nine days of the campaign), Crew was able to raise $31,563.
While Crew did an excellent job executing the campaign internally to its 600 team members, it was up to Dittoe PR to get the word out and inform local Central Indiana residents on how they can make an impact. Dittoe secured media placement on WRTV (ABC), WTHR (NBC), the Indianapolis Star, the International Car Wash Association and Professional Carwash & Detailing Magazine. This coverage generated 380,939 media impressions.
Needless to say, the “Unlimited Hope for Riley” campaign was a huge success for Crew, Riley Children’s Foundation, and most importantly, Riley patients. At Dittoe PR, we’re thrilled to spread the word of Crew’s philanthropic efforts and honored to help raise funds for such an important initiative.