As the baby boomer generation ages, companies are increasingly interested in new ways to tap into the demographic.
Sarasota, FL-based Clarke Advertising & Public Relations has long been interested in that demographic, which it calls the "Young at Heart" (YAH), both because of the high concentration of YAH in Sarasota and its clients' intense interest in reaching them. The firm set out to establish itself as a YAH expert.
To demonstrate its expertise with the demographic, the agency decided to celebrate "Baby Boomer Recognition Day," which honors the contributions of the baby boomer generation. Clarke took the opportunity to promote its YAH initiative within the local community. "We thought this was an ideal opportunity to help show what being young at heart means to this generation and to continue our own research," says Patricia Courtois, COO and principal at Clarke.
The team won an endorsement from the city of Sarasota with a mayoral proclamation and ran an event centralized at a downtown park to celebrate the day. Clarke staff set up a video confessional booth where event attendees could share why they felt young at heart, as well as the site http://www.allaboutyah.com/, where the agency could collect more stories. Attendees also cast their votes for celebrities who best exemplify what it means to be young at heart.
Media coverage included a feature story on Clarke's research in a local business magazine, along with TV clips, radio interviews, and local newspaper stories. The team collected 100 video confessions, and 162 attendees took part in the celebrity survey. Most important, Courtois says, it furthered its visibility as an agency that can be effective with the demographic.
Clarke plans to roll out the event again next year, hoping to grow it in size.
PR team: Clarke Advertising & Public Relations (Sarasota, FL)
Campaign: Young at Heart
Duration: May to June 2007