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eBids from the Heart

Public Awareness Campaign/Fundraiser

According to research conducted at over 40 Macerich malls, Valentine’s Day was a holiday of growing importance for shoppers. They were spending more money for February 14, making it more likely for them to open their hearts and wallets to charity during this season of love. Traditionally, malls had fewer advertising dollars in their budgets during the first quarter. In addition, traditional retailers were looking for ways to incorporate e-commerce into their campaigns. Taking these factors into consideration, Lovell Public Relations (LPR) developed “eBids from the heart” for The Macerich Company. The first-of-its-kind online auction benefited the American Heart Association, generated publicity for Macerich and bridged e-commerce to the malls.

Challenges
	To secure a partnership with a respected national nonprofit.
	To create and implement an online auction, which was a relatively new fundraising tool.

Strategies/Tactics
	Targeted cause-conscious shoppers and businesses in Macerich’s 47 communities as well as online auction enthusiasts.
	Implemented the auction to coincide with Valentine’s Day and Heart Healthy Month.
	Enlisted mall marketing managers to solicit auction items from merchants, local businesses and local celebrities.
	Garnered support from key vendors including Pepsi.
	Distributed media releases to local, regional and national media.
	Secured and managed a satellite media tour that included the chairman of the board for American Heart Association and Macerich’s senior vice president of marketing.

Results
	Secured an estimated publicity value of over $5.2 million.
	Raised over $70,000 from more than 900 donated items.
	Secured over 300 donated billboards nationwide, over two dozen transit boards in Southern California, and countless radio and television PSAs.
	Received coverage in national media including People Magazine and USA Today.
	Recognized with a MAXI Award for marketing excellence in public relations.
	Awarded a Silver Spur award by the Texas Public Relations Association.

Lovell Public Relations secured extensive media coverage for eBids including articles in People Magazine, USA Today and the Los Angeles Business Journal.