Case Study
Client:
Guns & Hoses
Project:
Event Marketing & Production
Background
The Guns & Hoses Hockey Challenge is an annual, community-wide fundraising event that brings local police officers and firefighters together for a spirited rivalry on the ice. Held each spring at Baxter Arena, the event raises critical funds for the First Responders Foundation, a nonprofit dedicated to supporting the mental, physical, and behavioral health of first responders and veterans.
Since the Foundation took over organizing the event in 2017, Guns & Hoses has grown into Omaha’s leading police-vs-fire competition, drawing thousands of spectators each year and earning recognition as Best Event by Metro Magazine. Beyond the game itself, the event has become a meaningful way for the community to show appreciation for first responders while supporting public safety initiatives.
Say Hey There has served as the marketing and creative partner behind Guns & Hoses since its early years, helping shape the event’s identity, grow its audience, and build sustained community excitement year after year.
Marketing Approach
Guns & Hoses is supported by a fully integrated marketing approach designed to drive ticket sales, expand awareness of the First Responders Foundation, and deliver a seamless experience from first impression through game day.
Planning typically begins six to nine months in advance and includes strategic development of timelines, budgets, sponsorship packages, and a comprehensive communications plan. Say Hey There leads campaign strategy and execution across a wide range of channels, including social media, email marketing, digital and traditional advertising, press outreach, influencer partnerships, and community and media collaborations.
This unified, cross-channel approach was recognized with a Pinnacle Award from the American Marketing Association for excellence in Nonprofit Integrated Marketing, honoring the impact of a cohesive campaign spanning social media, email, television, radio, digital, and community partnerships. The recognition reflects the intentional strategy behind the event’s continued growth in attendance, fundraising impact, and community visibility.
Social Media Campaign & Community Engagement
Social media plays a central role in building excitement and driving ticket sales. Our editorial calendar spans Facebook, Instagram, and X, with content designed to inform, entertain, and invite participation in the friendly rivalry between police and fire.
Beyond the event’s owned channels, content is intentionally amplified through a strong network of partners, including sponsors, individual first responders, and official agencies such as the Omaha Police Department and Omaha Fire Department, extending reach well beyond paid media alone. This collaborative approach helps the event feel community-owned and organically shared.
Approximately 40% of the overall marketing budget is dedicated to paid social advertising, allowing us to strategically boost key moments throughout the campaign.
Radio, TV, and Podcasts
Media partnerships play a key role in expanding awareness of Guns & Hoses beyond digital channels and reaching audiences across the Omaha metro. We collaborate closely with local partners like KETV and Hurrdat sports to build momentum and reinforce the event as a must-attend community experience.
Radio promotion includes a mix of commercials, live interviews, on-air giveaways, and live remotes. These partnerships allow the friendly police-versus-fire rivalry to come alive in real time.Â
On the television side, we support the production of :15 and :30 commercial spots and pre-roll assets, and work strategically with stations to select schedules and placements that align with the event’s target audience. In addition to paid placements, we secure PSAs tied to the Foundation’s nonprofit status and pursue earned media opportunities through interviews and event coverage—extending reach and credibility while maximizing the overall media investment.
Photo & Video
We believe high-quality photography and video are essential to capturing the energy and extending the life of the event well beyond game day. We collaborate with creative partners to produce visuals that build excitement leading up to the event and support year-round promotion.
Visual deliverables event hype and promotional videos, broadcast TV spots, and platform-specific social media content, including vertical formats for reels. Following the event, we produce a recap video that highlights key moments and reinforces the spirit of community, rivalry, and impact.
On event day, we oversee photography with a detailed shot list to ensure we capture everything needed—from crowd energy and on-ice action to the Kids Zone activities and first responder flair.Â
Baxter Arena Creative
We also design and manage the creative experience throughout Baxter Arena. This includes the development of cohesive signage and graphics, as well as all on-screen creative displayed on the centerhung and ribbon board. Every visual touchpoint is intentionally designed to reinforce the event’s identity, highlight promos, and keep fans engaged from puck drop to final buzzer.
By treating the arena as an extension of the campaign, we help create an immersive, polished experience that feels unified and exciting.
Event Production
Beyond the creative and visual elements, Say Hey There plays a hands-on role in directing the front-of-house production that brings Guns & Hoses together on game day. We produce the event script, A/V cues, and run-of-show timeline to ensure a smooth-as-ice experience.
This work includes regular planning meetings with Baxter Arena, on-site walk-throughs and A/V testing, and close collaboration with the arena’s production team.Â
From lighting, music, and camera direction to special ceremonies, announcements, intermission activities, and sponsor promotions, we help coordinate the many moving parts that make the event feel polished, energetic, and well-executed. Check out this little behind-the-scenes video we took in the A/V suite!
Merchandise Booth
Merchandise plays an important role in both fundraising and fan engagement. We help guide decisions around what items to offer, how many to produce, and how designs should reflect the event’s identity and friendly rivalry.
Our goal is to design merch that attendees want to wear, share, and take home, while also thinking through pricing and inventory. The result is merch that supports the event’s goals and extends the Guns & Hoses experience beyond the arena.
Impact
The inaugural year of the Guns & Hoses Hockey Challenge drew 1,705 attendees and raised more than $70,000 through sponsorships and ticket sales. Since then, the event has continued to grow year over year, consistently raising more than $100,000 annually to support the First Responders Foundation.
In 2025, the event experienced its strongest growth yet. Ticket sales increased by 35%, and total attendance (including comped tickets) rose from 2,228 to 2,870—a 29% increase—helping fill nearly 3,000 seats at Baxter Arena.
Digital performance and brand awareness also saw significant growth. During the 2025 campaign, the Guns & Hoses Facebook page reached 292,300 people, a 107% increase year over year, while paid ads were viewed 953,000 times, marking a 149% increase. Facebook event responses climbed to 1,600 (a 123% increase), and ticket-link engagements reached 25,500, a 724% increase from the prior year.
Beyond the numbers, the campaign continues to successfully bring the community together, using humor, rivalry, and compelling campaign tactics to build excitement and convert online engagement into in-person attendance. The result is a vibrant, memorable event that strengthens visibility and long-term support for the First Responders Foundation.
Engaging Sponsors
The Guns & Hoses Hockey Challenge is made possible in large part by the generous support of sponsors. Our approach centers on creating sponsorship experiences that feel thoughtful, fun, and valuable—before, during, and after the event.
By prioritizing sponsor visibility and an event experience worth investing in, we’ve built lasting relationships that continue year after year. Many sponsors return—and increase their level of support—because they feel connected to the mission and confident in the impact of their involvement.
But don’t just take our word for it. Here’s what one first-time sponsor shared after committing to a larger sponsorship for the following year:
Client Testimonial
