Paving the Way

Robust Awareness Campaign Landed Organization on CNN

Overview

Jan Edwards is the founder and CEO of Paving the Way, an organization committed to being a fierce disruptor in the cycle of child trafficking around the globe. This is accomplished through education and training programs that empower communities to break the cycle of human trafficking.

Challenge

The organization needed to find a way to secure more funding and increase their donor base so they could continue to do their valuable work in the community. As the competition for dollars in the non-profit space continues to get more fierce, expanding the reach of the brand through press was essential to accomplishing this goal.

Solution

Publicity for Good decided to focus on two key events or Awareness Days to maximize press and coverage for the Paving the Way. They created a viral media campaign around National Sex Trafficking Day in January and a Press Conference around the Orlando Human Trafficking Film Festival in March of the same year. These two campaigns were then coupled with aggressive media outreach at the national, regional and local level.

Result

Over the 3-month engagement, Publicity for Good secured interviews and media placements for Paving the Way across a variety of outlets that dramatically elevated the brand presence of the organization. These included features with national news outlets CNN, The Josh Trolley Show, and Huffington Post.

A sample of other media coverage secured includes:

• Feature in Marie Claire  UK
• Interview by The Huffington Post
• Interview on USA Radio Network – 100+ radio stations
• Interview on KISS 102.7 FM
• Feature on Health Zette
• Feature on The Daytona News Journal
• Feature on 89.1 Fm and 90.9 FM Catholic Radio
• TV Interview on CW Atlanta
• Interview on iHeart Media Denver
• TV Segment on Channel 8 WFLA
• TV Segment on NBC Orlando WESH 2

Life Time Fitness

Overview

Esprit de She,” meaning, the “Spirit of Her,” is the inspiration and heart of the Gildan Esprit de She event series. Whether you’re a decorated athlete, fitness trainer, or exercise amateur, this community will welcome and embrace you with open arms. Gildan Esprit de She was an event series of Life Time Fitness held in 10 markets across the United States in locations which already had established Life Time Fitness locations.

The Challenge

Life Time Fitness had already been a well established brand in Columbus, Ohio when they decided to launch the event. Despite this brand awareness, the first year of any new race or series is always a major undertaking. From messaging, launching a brand ambassador program, pitching traditional media to secure interviews and coverage, and ensuring all event calendar listings in the local market are updated and correct – the company needed to find a firm who could take on the challenge and run with it!

Solution

Rather than going with a traditional PR firm that approached each campaign the same way, Lifetime Fitness decided to go with Publicity For Good. The combination of using new and innovative approach to PR to include grassroots efforts, amplification of social media, and influencer building combined with the insights of Columbus native owner made Publicity for Good the perfect fit for success.

Result

When compared to similar campaigns for other Lifetime event races in other markets, Publicity for Good was able to secure more media placed for the inaugural year in Columbus than its competitor agencies who were working legacy events. Key media results include:

• ●  3 TV Segments (1.2M impressions)
• ●  8 Radio PSA (3.4M impressions)
• ●  2 Newspapers (174k impressions)
• ●  5 Brand Ambassadors (265K impressions)
• ●  11 Radio Interviews (4.7M impressions)
• ●  16 Web Listings (26M+ impressions)

Fizzque

Starting with Fizzque as a client in April they had 4 media inclusions prior to working with us. Fizzque, a sparkling protein water, was started by a former olympian and founder of DETOUR protein bar and he brought on Publicity For Good to manage their consumer awareness campaign through managing their media relations and PR efforts. Fizzque is a sparkling protein drink with 0 carbs and 20 grams of protein.

The media outreach focus was targeting health enthusiast consumer media, fitness media and food beverage and grocer media. Media campaigns included: New Product Launch, Consumer Media and Trade Shows.

Fizzque was featured in 39 digital media features in 8 months which included Crain’s, Chicago Business Journal, Entrepreneur, Shape, Men’s Journal, Trainer Fitness Magazine, Nutritional Outlook, Food Dive, Natural Products Insider, FoodBev, Milk Specialties, Winsight Magazine, Beverage Daily, Food Navigator and Today’s Dietician. The distribution of this press reached 82,206,328 people.

During our time working together Fizzque was voted the best Functional Beverage at SupplySide CPG Editor’s Choice Awards and Publicity For Good daily kept Fizzique in the mind of the press and influencers through daily outreach. Through our focus on industry press and media that targeted the health enthusiast in a span of 2 weeks Fizzque was featured online in Men’s Journal, Shape and a industry publication that garnered them a call from a major retailer. In addition, the agency would create decks for the client so that they could share it with future investors to share with them what the brand is doing to constantly reach more people and attract more consumers.

Good Idea Drinks

Prior to working with Good Idea Drinks they just launched their product in the US market and were a Swedish based company who needed help targeting US consumers. This was a functional beverage company with 4 flavors. With Its blend of five amino acids and chromium helps the body handle the sugar spike after a meal. Pain- They launched a new market in the US and needed brand awareness of a new product in a new marketplace.

Good Idea Drinks received 58 individual media interviews and placements over a year in digital media, print media, bloggers and broadcast. Placements which were attributed through creating being campaigns around awareness weeks and days. Prior to working together we mapped a strategic PR and marketing campaign that was created around product launches, new flavors launched, events AND awareness weeks and months. Publicity For Good proactively reaches out to the media on behalf of our clients which is why we create media campaigns around the brand of our client. Media awareness campaigns that we managed includes: Food Health Month, Diabetes Awareness Month, How To Manage Getting Tired During The Holidays and Holiday Gift Guide Reviews. From our experience it is our job as a PR agency to make our clients relevant and newsworthy every single day which is why we create media campaigns around our client and use market timing in the news to pitch our client. For example a new report came out that shares that chromium which is a main ingredient in Good Idea Drinks promotes weight management benefits. Our agency is extremely nimble and able to turn around a press release in less than 24 hours and use the recent news to make our client seen as an authority.

In addition, to managing new product announcements for the launch of their products in their San Francisco retailer we created the persona and brand of their chief food scientist Dr.Elin to support the research and white papers of the company. She was featured in ADT Magazine, Smart Meetings and In Business Magazine. Focusing on targeting HR and corporate media was a priory to Good Idea Drinks because one of their key audiences is healthcare and hospitality.

Media outreached included B2B and consumer press. Media outlets included BevNet, Beverage Daily, Beverage Business Insights, FoodBev, Vitamin Retailer, Chain Drug Review, Winsight Grocery, Progressive Grocer, Tree Hugger, Thrive Global, Inc and American Express Open Forum. The ROI of PR was tracked through media impressions and total number of placements. Prior to working with us they had no media features and a brand that just launched in the US market in the San Francisco region and Amazon. After working with us Good Idea had 58 media features go live

with a reach of 404,673,981 unique visitors. Page views per month for their new website is 15,930 which is attributed from our PR work.

In addition, to managing their public relations and marketing strategy we managed their influencer program where we would work with influencers in the health and wellness space to do a product review. Strategies in the media campaign included Diabetes Awareness Month, Holiday Gift Guides, New Product Launches and managing influencer meet ups for the brand with influencers.

To support client recognition we are constantly in contact with industry publications and writers and because of that Good Idea was awarded by Prevention Magazine for their mago flavor Healthy

Package Food Award .

In addition, to earned media we managed driving press to visit their booth at Expo West and managed an influencer marketing event at Today’s Dietician in Austin, Texas. Prior to Expo West we reached out to key influencers that were attending Expo West and shared with them information about Good Idea Drinks and asked them to stop by our booth. From our outreach 6 media members and influencers came to our booth which caused a key relationship with a retail partner.

To further support marketing efforts we managed the content on their website through outlining 4 blog posts a month that represented key topics their consumers were searching on Google. Their blog content was also syndicated through our media outreach and other bloggers and writers in the health and wellness space shared their content too which drove traffic back to the companies website.

Prior to Good Idea working with Publicity For Good they were a new beverage company that had launched 4 new flavors with distribution in San Francisco and Amazon. In 1 year they reached 404,673,981 people through 58 media interviews and features. They went from being a new product to a product trendsetter featured in their featured story New Nutrition Business with the story title: Good Idea Drinks is a trend setter sparkling water with a twist a new idea to curb blood sugar spikes!

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