In Paterson, New Jersey, there stands a neglected historic baseball stadium that embodies the incredible spirit of Negro League baseball. One of only a handful of stadiums surviving nationally from this era, Hinchliffe Stadium served as the home field for the elite New York Black Yankees, the New York Cuban Stars, and the Newark Eagles. To respond to it's vacancy and proposed threat of demolition, the National Trust embarked on a campaign to save this National Treasure.
In order to create community support and engagement, a one-day event was designed to clean up the stadium. On April 16th, 2014, over 700 volunteers from Paterson, New Jersey helped repaint Hinchliffe Stadium.
Working with multiple partners, materials were developed establishing a cobranded look and feel and applied it to web ads, banners, wristbands, photo frames, promotion materials and signage.
Outcome: The day was a success with the stadium getting a fresh coat of paint working with 700 community volunteers. This event proved crucial to the overall campaign success as it's dingle day success built badly needed community and public awareness and drove media impressions.
Through a 62-month campaign, the National Trust removed Hinchliffe Stadium’s impending threat of demolition and vacancy; directly leveraged $3,141,700; and secured over 300,000,000 media impressions.
Web ads were created to advertise the event on partners' websites and social media.
Volunteers were given branded wristbands as they entered the stadium.
Large banners on the exterior of the building promoted the event and showcased event partners.
Photo frames were created to engage event attendees and promote social sharing.