Community Marketing

1. Community Marketing How to hold a fundraiser at your store

2. What is a fundraiser night? A fundraiser night is when you invite an organization and it’s supporters into your store on a specific night and donate a certain percentage of the net sales back to their cause. • 10%, 12%, and 15% are standard donations

3. Benefits of a Fundraiser • Deepen your roots!!! Being a part of the community has never been more important to stand out from the competition • Media Attention- PRESS! • Increase store sales on a typical “slow” day

4. Possible Organizations • Elementary Schools or Middle Schools *Students AND their families will come since kids will need a ride! • Charities • Clubs • Bikers, Classic Cars, Relay for Life • Teams • Encourage players to wear uniforms • Have “performance” teams put on a show! • Example: band or dance team! • Federal Organizations • Police Department, Fire Department, ect.

5. Contacting the Organization • Research the organization: Know their cause and what they stand for! • Call the organization Script: Good Morning! My name is Michelle Sarlls and I’m calling on behalf of Dickey’s Barbecue Pit down the street. We are very interested in holding a fundraiser night for ORANIZATION and I was wondering who the best contact would be to discuss details. *Get name, phone number and email*

6. Contacting the Organization 3. Email/Call the organizer! Good Afternoon Sarah, My name is Michelle Sarlls. I am the Community Marketing Specialist for Dickey’s Barbecue, Inc.  I noticed that Monarch Elementary is located only minutes away from our Louisville location on McCaslin Blvd and would love to set up a community partnership with your school! We already help out with the high school wrestling team and would love the opportunity to work with you all, as well. We have formed great relationships in other communities by partnering with our neighborhood schools to host 'community nights,' as well as setting up programs for students with good grades, perfect attendance,  etc. Our Fundraising nights are fun and easy; we invite faculty, students and families to dine with us,  giving a percentage of the sales from the entire night back to your organization (for PTA use, or even as a fundraiser for Class Trips!). We can even provide your school with flyers and any necessary materials to help remind everyone to come and show their support! Dickey’s would love to find a way to support your organization. Please let me know when would be a good time to discuss fundraising opportunities. I look forward to hearing from you!

7. Contacting the Organization 4. Solidify a date and time *If you are working with a school, choose a day during the week that is typically slow (Tuesday or Wednesday) *Opt for a weekend if the fundraiser includes festivities. i.e. fun booths,

8. Marketing Your Fundraiser ART REQUESTS Fill out all requests through www.dickeystraining.com “Marketing Portal” Requests MUST include: Due date CHOOSE Publication/Media Type Color or Black & White Size 1 sided or 2 sided Messaging Requests Graphics Requests (if any) Coupons (if any) Coupon Expiration Date (if any) Notes/Comments *All requests should be sent 7-10 days prior to due date

9. Artwork Example

10. Marketing Your Fundraiser PRESS RELEASESDickey’s has a PR team. USE US!!! Email all requests to Amy Vercher: avercher@dickeys.com Subject Line: STATE- STORE # CITY: PR Request Example, TX-146 Wycliff: PR Request Let us know when your fundraisers are, along with the details of the event. We will write up a press release and contact the local print media for you! What else can you do? - Post your event of Facebook - Email blast to your B2B contacts - Invite the local radio & TV stations KEEP THE CORPORATE OFFICE IN THE LOOP!

11. PR Examples NV-177 Las Vegas: Schorr Elementary http://thetrendsoflasvegas.com/2011/01/las-vegas-dickeys-barbecue-to-hold-fundraiser-benefitting-schorr-elementary/ http://www.kgun9.com/Global/story.asp?S=13943190 http://www.restaurantnews.com/ballwin-valley-park-dickeys-barbecue-pits-to-host-backstopper-charity-event/ http://www.dickeys.com/our_company/news/news_10_29-2_2010.aspx TX-183 Rockwall: Bridge Breast Network MO-150, 142 Ballwin & Valley Park: Fire Dept/ Backstoppers MS-269 Las Vegas: American Cancer Society

12. Be Prepared Make sure your staff knows what to do during a fundraiser • Have your cashier reprint a copy of any receipt from a customer who is with the fundraising organization • Write ‘ABC organization’ on the receipt and then place a copy of the receipt in an envelope next to the register. (You can also type ABC in aloha while taking the order) • At the end of the evening, total up all receipts in the envelope from ‘ABC organization’ • Calculate the __% of sales from the organization’s receipts – not all customers, just those from the organization. • Make sure to pay the organization PROMPTLY and with a CHECK • Make sure to write a follow up thank you to the organization after the event • You should ring up all community night sales like normal – YES, you collect tax. • You can make your community night a tax deductible donation. This is a separate transaction. You always want to pay community nights with a check and get a receipt for the donation, but you still collect and pay tax on the evening’s sales.

13. Take Pictures! TX-204 Cedar Park “Doggie Bowl”

14. Questions? Contact: Michelle Sarlls msarlls@dickeys.com Office: 972.248.9899