CFM was brought on by the Fraternal Order of Police Foundation to assist with website creation and social media for their annual Guns N’ Hoses event held on April 16, 2016.
This event is their largest fundraiser of the year and first took place in 1999. It is the one time of the year the city’s first responders become rivals vying for the title and bragging rights for the year. The firefighters and police officers are all amateur boxers who began training for the fights in January.
This was the 18th year the Fraternal Order of Police Foundation hosted the event, which took place at the Jacksonville Veterans Memorial Arena. CFM’s goal was to increase attendance to the annual event.
A street party filled with family activities was held prior to doors opening for the main event. Twenty-six fighters participated in 13 matches which consisted of three one-minute rounds. Fighters were in full pads and safety equipment. The winner received the coveted title belt which is on display at their union hall for the year.
Lee Ermey, a Golden Globe winner for his role in “Full Metal Jacket” and a retired U.S. Marine Corps staff sergeant, was the celebrity guest. Ermey was also the voice of Sarge from the “Toy Story” films. In addition to Ermey, a number of brave and honorable first responders attended as special guests of Jacksonville’s police officers and firefighters.
A Facebook ad campaign was launched to promote the event in the Jacksonville market. The audience target consisted of men and women, ages 18 – 65+, with interests in Sports, Firefighter, Police, Jacksonville Jaguars, Jacksonville Veterans Memorial Arena, Boxing or Jacksonville Armada FC . The campaign consisted of several A/B campaigns. These campaigns were fashioned in similar graphics and content with typically one difference between them. This enabled the CFM digital team to track which ads were more successful at converting leads at a lower price compared to others. The slower performing ad campaigns were ended. The remain budget dollars were then reallocated to the better performing ad campaigns.
In addition, CFM’s public relations department stepped in to help with a last minute push for coverage in the local media in the week leading up to the event. CFM sent out media alerts on the boxer weigh-in held the Tuesday before the event, a push for last minute tickets sales and a reminder to media for coverage on the day of the event.
In a two-month timeframe with a budget of $151.68, the Facebook ad campaign delivered 64,874 impressions reaching 39,311 people in the Jacksonville, Fla. market. 11,955 actions resulted in page likes, conversions, and event responses. There were also 10,786 video views. This averages out to $0.002 cents per impression (that’s less than a penny per impression).
CFM’s public relations department was able to get coverage for the boxer weigh-in on WJXT, Action News Jax, and in the Florida Times-Union. Our efforts also garnered earned media opportunities to promote the event in local news segments and in print publications in a last minute push to sell tickets. Female boxers also appeared on the WJXT Morning Show on the day of the event.
The results of CFM’s social media and public relations efforts were a packed house, which the client said was their best turn out to date.