Our team began the engagement with extensive media research and a media training session for all representatives who might participate in media interviews. We recommended several story angles that aligned with the key messages the Give Day team wanted to convey, and worked with Give Day representatives to gather information and schedule media interviews.
“It was hugely helpful knowing that we didn’t have to manage any of the moving parts of the PR activity, because there were plenty of other areas that our team had to corral,” said Wilma Norton, director of marketing and communications for the Community Foundation of Tampa Bay.
Through our targeted media outreach, we were able to secure coverage on every major TV news station in the Tampa Bay area and both daily newspapers. In addition, PSAs aired on numerous local radio stations. This coverage totaled more than 20 million audience impressions for print, online and broadcast news outlets alone.
“We had an immense amount of exposure and felt like every avenue was covered, and covered well,” said Norton. “It seemed like every time I turned on the TV or opened the newspaper I saw something about Give Day.”
In total, Give Day Tampa Bay raised $1.73 million for 550 local nonprofits in just 24 hours – an impressive number for an event in its second year.