Save The Family
PRODUCTION | PUBLIC RELATIONS | DIGITAL
Background
A local nonprofit approached us to get publicity around a new project, a first for the organization—one that combined affordable housing with higher education support. Called Phoenix Scholar House, the project was nearing the groundbreaking stage of construction.
Challenge
Save the Family had a long history within the community but overall awareness of the organization itself was low– relative to it’s 35 year history.
Results
Each week, the PR team interspersed news segment ideas to the press — leveraging news cycle hooks and STF events keep the organization relevant and top of mind, as the groundbreaking neared.
Media attendance at the groundbreaking itself was an overwhelming success, with all local network TV stations, the largest daily in the DMA and the most prominent business journal not only covering the event, but doing so in person. Coverage ran before, during and after the groundbreaking — resulting in 2-day coverage.
One of the story concepts pitched to the media in those weeks leading up to the groundbreaking was a profile piece on the organization’s executive director, using the scholar house as a hook to talk about her plans for her future at STF. A local community paper worked on the story over 4 weeks, culminating in a front-page cover story over 7 of its area papers, in print and online, just two weeks after the groundbreaking.
News coverage continued to come in, with guest articles and additional print coverage.
Knoodle rounded out the year by taking the month of December to focus on holiday and end of year giving, highlighting the important thanksgiving and Christmas donations that made such an impact for the STF families.
With October being domestic violence month, the team leveraged the opportunity to talk about
the impact of domestic violence on homelessness. This resulted in local broadcast news coverage, highlighting one woman’s courageous story.
