Company: San Diego County Credit Union
Company Description: SDCCU is one of the nation’s top credit unions, proudly serving the financial needs of customers in Southern California counties, including Imperial, Los Angeles, Orange, Riverside, San Bernardino, San Diego, San Luis Obispo, Santa Barbara and Ventura. SDCCU has assets of $11.2 billion, more than 437,000 customers, over 40 convenient branch locations and 30,000 surcharge-FREE ATMs. SDCCU provides
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Engagement
 Nomination Title: Stuff the Bus Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
July 1, 2022
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 79 words used.
- Kick Off PR - https://www.sdccu.com/news/2022/2022-stuff-the-bus-sd-campaign/
- Post Campaign PR will be uploaded to the nomination page. (No link available)
- Media Reel - https://youtu.be/8VUvyp_v_-Y
- iHeart Radio Morning Show Host Jessie Lozano from STAR 94.1. Video promoting how easy it is to donate at our grocery store partners, Ralphs and Food4Less. https://youtu.be/XDnzryyRZOs
- Uploaded Graphic - Ralphs & Food4less In-Store signage.
- Uploaded Graphic - SDCCU Digital Signage at Branches.
- Uploaded Graphic - SDCCU Social Graphic.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 228 words used.
Since 2014, SDCCU has partnered with the San Diego County Office of Education on our Stuff the Bus campaign to collect school supplies for the more than 20,000 students experiencing homelessness throughout San Diego County in the summer before the start of the new school year. In 2020, the dynamic quickly changed with COVID-19, but students’ need for supplies became even greater with so many families facing hardship due to the closures of non-essential businesses.
In years past, donations were made at our branches, Walmart stores, and other collection sites, and supplies were distributed in person at SDCCU Stadium. In 2020, we moved all donations online due to COVID-19, the stay-at-home orders, and the cancelation of in-person events. In 2021, we expanded our monetary collection sites by partnering with Ralphs and Food4Less where donations were accepted at all of their San Diego County grocery store locations.
In 2022, we continued our partnership with Ralphs and Food4Less to collect in-store donations and also collected online and in-branch. (1) The total amount donated for SDCCU Stuff the Bus in 2022 was $107,247. Donations filled 8,686 backpacks with nearly 223,000 school supplies for students experiencing homelessness. Filled backpacks were delivered to 28 school districts and 30 charter schools in San Diego County and met 100% of the San Diego County of Education’s needs for the students. (2)
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 200 words used.
Annual planning begins early each year with our team at SDCCU meeting with the San Diego County Office of Education to discuss needs and changes from the previous year and brainstorm potential partnerships and ideas to make the campaign bigger and better. Each year the goal is to fulfill 100% of all requests received by the SDCOE to enable kids to head back to school prepared to learn.
In 2022, we enhanced our relationship not only with our grocery store partners, Ralphs and Food4Less but with our media partners as well. Television partners added news coverage and promotion as well as iHeart, our radio partners. (3) With iHeart not only did we receive great coverage but we were able to be creative with our messaging, having fun with on-air talent while asking listeners to donate. (4)
SDCCU’s in-house marketing team created all campaign assets, including those for our partners at the SDCOE and Ralphs and Food 4 Less stores. (5) (6) (7)
The campaign launched on July 1, 2022, and ran through August 31, 2022, in order to raise the funds needed to purchase school supplies for students heading back to school in the fall prior to their start dates.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 53 words used.
In 2021:
- Collected over $100,000
- Purchased 340,000 school supplies
- Filled 7,977 backpacks plus 120 extra supply kits
- Provided 3,046 Passion Planners and 27,825 face masks
In 2022:
- Collected $107,247
- Purchased over 223,000 School Supplies
- Filled 8,686 backpacks
- Additional 250 backpacks and 634 headphones and earbuds
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