In what has now become an annual celebration for good cause, IHOP (International House of Pancakes) serves up complimentary Short Stacks of their signature Buttermilk Pancakes to guests on National Pancake Day, as part of a fundraising effort to support children’s hospitals through the Children’s Miracle Network, or other local charities.
This fundraising event was established by IHOP in 2006, and has raised more than $3.25 million to support local charities. The company set this year’s cumulative goal of raising $5 million in five years — and handily met that goal. The date was scheduled a week later this year on February 23, rather than the traditional date of Shrove Tuesday, extending the fundraising effort window to benefit the Children’s Miracle Network.
Case studies are always interesting. IHOP’s National Pancake Day is a prime example of a special event embraced company-wide, comprised of all of the “right” elements — and it works! A visit to the IHOP website to read the company’s “Vision and Values” shows they are plugged into the aspect of social responsibility. The company goes yet another step further with a year-long promotion recognizing outstanding citizens locally with “Stacks for Good Acts,” keeping the buzz going long after National Pancake Day! Very cool, indeed.
Everyone knows effective promotion is a key ingredient for event success, but not everyone knows how to put together an efficient communications plan. The strategy is to get the word out on multiple channels, reaching the broadest possible audience, especially for a fundraising campaign like this. Social Media is proven to be one of the channels that is very effective in quickly spreading the word.
On Monday and Tuesday of this week, IHOP was a top trending topic on Twitter, according to an article by Douglas Quenqua, on ClickZ. Interestingly enough, the article points out IHOP does not have a presence on Twitter.
Apparently many tweeps were tweeting away, sharing about the event, based on Twitter Trending statistics. This leads to the natural question of why IHOP doesn’t have a Twitter presence? Many companies are establishing Twitter accounts to interact with customers and the world at large.
Twitter is one of many Social Media tools available to communicate. It is a tool in an arsenal of promotional tools to communicate. Not all Social Media tools must be used by all entities or people to be effective communicators. Their selection and use must be strategic and based upon a plan that uniquely meets the company’s goals.
Based on this event’s success, it seems the company has a solid strategy in place that works for them. IHOP is on Facebook and YouTube. Their website offers a social media “sharing” buttons. An exceptional “reminder” feature to receive a “Celebrity ‘Wake-up Call” for IHOP’s ”National Pancake Day” by the celeb of choice (selected from a list of celebrities), to call participant’s home, office or cell with a personal reminder message. The media also make sharing easy, helping to carry the message.
Based on the bottomline results (goal met), Twitter trending, and the fact that we’re still talking about this, I believe IHOP’s National Pancake Day benefit for the Children’s Miracle Network and local charities proves Social Media presence through widespread promotion is powerful, with community support. The power of Social Media was harnessed, resulting in effective promotion based on an efficient plan. It’s plain to see that IHOP is putting their money where our mouth is. Everyone wins!
As a customer, I would rather see them doing what they do best — flipping my pancakes and slinging my hashbrowns — and leave the Tweeting to me.
How about you or your company — do you have a communication strategy in place? Do you have a website and a plan, but wonder if it could be tweaked to be more effective? I offer consulting services including website reviews and social media strategies for more effective communication. I have been serving up my services as a communications professional to for many years.
Are you interested in amping-up your communications or fine-tuning your efforts? If so, contact me any time, via the Contact Form located on this website.
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