Background Information
17-year-old Romeo Angelini, a high school senior at Neshaminy High School, has organized a food drive for his birthday every year since he was 10, donating the collections to Family Service Association of Bucks County. This year, he partnered with Giant Foods to host a Food Drive outside the store to collect items. Family Service Association of Bucks County asked us to pitch the story to local media partners in hopes of increasing awareness for this event and Family Service Association’s food pantry.
Challenge
Get a story about a local boy hosting a food drive to benefit Family Service picked up by local news stations. Increase awareness of this event, as well as the brand as a whole.
The Solution
The key strategies used were writing a press release that was distributed to local media outlets, and then following up over the phone to confirm receipt and attendance.
Results
6ABC picked up the story and it ran on local news stations four times that day on two different channels. It ran on 6ABC, as well as PHL17. It was also covered in a blog by the Lower Bucks Times.
The local news audience estimates are as follows:
255,316 6ABC viewers (first run)
373,729 6ABC viewers (second run)
52,533 PHL17 viewers (first run)
201,276 PHL17 viewers (second run)
Conclusion:
In conclusion, this was a very successful PR campaign. A great awareness story was pitched to local news stations and picked up on two channels. The news clip was also pulled and shared on social media channels by Family Service Association and beMarketing.