JAGBINDER SINGH, JITENDRA KR CHAUDHARY, KEVIN, YOGESH KUMAR

SUMMARY
Combining the power of music, community and volunteerism, Boost Mobile RockCorps (BMRC) offered entrance to exclusive concerts. The price of ticket was four hours of volunteer

service.
BMRC was having various range of service project like playground renovation,

environmental initiatives, food distribution etc.

By the end of 2006, BMRC contributed 40,000 hours (approx.) of community service.

RESEARCH
In 2005 Boost Mobile conducted a research through MRSI. The outcome of research was that 3/4th of the respondents like the idea of giving back to community in exchange of concert ticket. In 2006 BMRC again conducted a research through TRU and this time outcome was even better than 2005. BMRC movement was launched in June 2005. It travelled to six cities during summers and an additional 78 projects completed successfully in BMRCs inaugural year. In 2nd year BMRC was only community program of its kind. It collaborated with Miles Ahead Entertainment Agency.

OBJECTIVES
To continue to drive awareness of and participation in the program within targeted communities through tactical media relations highlighting the unique and goals of the program. To drive specific coverage of the exclusive Atlanta and New York

concerts.

TARGET AUDIENCES
Boost Mobile customers. Potential customers (Street savvy, active irreverent youth aged 14-24 who live large yet aspire to the next level of their lives). Strategic partners. Participation goals were set at 4,000 youth volunteers and 50 million media impressions.

EXECUTION/TACTICS
In April 2006, BMRC movement kicked off the second year in Atlanta. Volunteers worked on number of various projects. BMRC movement continued its momentum throughout the summer with stops in Houston, Chicago, Minneapolis/St. Paul, Detroit, Los Angeles and Washington D.C. In the end of 2006, it organized a signature reward concert in NYC. BMRC volunteers transformed close to 125 projects sites in 8 cities across the nation.

PRE EVENT
BMRC created hard and soft media materials for media outreach like news releases, fact sheets, electronic press kits etc. BMRC reached out to multiple genre of media in addition to national and local TV and radio stations. It also hosted a media launch event in NYC. Local and national media targets were invited to learn more about the program and interview the host of New York and Atlanta concert host.

POST EVENT
At both Atlanta and NYC concert Boost Mobile high-tech working media rooms which has exceeded media expectations. BMRC serviced media with a post event news release, copy of Broll and concert photos with BMRC Branding after each concert.

EVALUATION
It was a huge success. Execution and scheduling was perfect and within the budget. All the goals were met and exceeded. Through its strategic media approach, its awareness get more than double the initial volunteer goal with 10,000 volunteers. Each messages were well utilized and incorporated into communication materials. BMRC Program received more than 250 million impressions on 11 network including coverage on MTV, CNN, BET etc. It gets 23 million impression through national and local print media including coverage in Washington Sun, Detroit News etc. Concert was heavily promoted on local radio stations. Overall BMRC program and concert total media impression surpassed the set goal with 376 million impressions.