Amplify Your Brand’s Reach with Strategic Media Campaigns

Case Study: Amplifying Impact

Maximizing PR Exposure for a Non-Profit Campaign

Background

In 2024, our agency was engaged by a non-profit organization to lead a comprehensive public relations (PR) campaign. The organization aimed to increase awareness and drive donations through widespread media coverage across digital, radio, and podcast platforms. Our primary goal was to secure high-impact placements and earn significant media coverage across top-tier outlets.

Objectives:

1. Increase Public Awareness: Elevate the visibility of the non-profit organization through targeted media placements.

2. Drive Donations: Utilize the media exposure to encourage increased donations from the public.

3. Leverage Earned Media: Maximize the value of earned media by securing placements in highly reputable and widely read/listened outlets.

Strategy and Execution

1. Targeted Media Outreach

Digital Placements: We focused on securing coverage in top digital outlets known for their influence and reach within the community. This included placements on MSN, amNewYork, SD News, and NBC Universal, which collectively contributed to the campaign’s vast reach.
Television Coverage: We secured spots on major TV outlets such as KRIVTV / Fox Houston and Spectrum News1 Austin, ensuring the non-profit's message was broadcast to a wide audience. These placements were instrumental in raising awareness among local and regional viewers.
Radio and Podcast Features: We targeted influential radio networks and podcasts, landing features on iHeart Radio and NJ Biz. These platforms helped engage a diverse audience, further amplifying the organization's cause.

2. Campaign Activation

Donation Drives: Several of the media placements were tied directly to donation drives, maximizing the impact of the coverage by encouraging immediate public action. For example, the feature on MSN was part of a donation activation campaign, directly linking media exposure to increased contributions.
Special Initiatives: The campaign included promoting special initiatives like "Giving Month," which was highlighted in multiple outlets including SD Union Tribune, where it garnered significant impressions and helped drive donations.

3. Earned Media and Strategic Partnerships

Partnerships with Key Media Outlets: We leveraged existing relationships with media outlets to secure premium placement and additional coverage. This approach not only amplified the organization’s message but also ensured that it reached the intended audience in the most impactful way.
Continuous Engagement: The campaign was dynamic, with ongoing media engagement to maintain momentum and keep the organization in the public eye throughout the year.

Results

Total Impressions: The campaign achieved a total of 1,320,708,394 impressions across digital, radio, and podcast platforms, significantly boosting the organization’s visibility.
Top Placements: Secured high-impact placements in MSN, KRIVTV / Fox Houston, Spectrum News1 Austin, amNewYork, SD News, iHeart Radio, NJ Biz, NBC Universal, and SD Union Tribune.
Increased Donations: The PR efforts directly contributed to a measurable increase in donations, particularly during targeted donation drives and special initiatives like "Giving Month."

Client Testimonial

"Our partnership with your agency has been incredibly valuable. The media coverage you secured has not only raised awareness for our cause but has also driven significant donations. We are thrilled with the results and look forward to continuing our collaboration."

Conclusion

This case study highlights the effectiveness of a strategic PR campaign in elevating a non-profit organization's profile and driving tangible results. By focusing on targeted media outreach, leveraging earned media, and activating special initiatives, our agency was able to deliver impressive media coverage that translated into real-world impact for the non-profit organization.