We devised an aggressive national and local media strategy for Save Your Refund (SYR), a nine-month campaign encouraging American families to save a portion of their tax refunds, culminating in a substantial “tax-time savings” promotion. We developed a two-pronged visibility and outreach approach that targeted thought leaders, strategic partners and consumers. Our team pitched and secured over 60 media hits on a national and local level including pieces on MNSBC, NPR and CNNMoney as well as secured $25,000 in additional support from a corporate strategic partner to fund augmented campaign outreach efforts.
We worked seamlessly with each level of the Doorways to Dreams Fund (D2D) team throughout the engagement to ensure that every detail was addressed. Our team developed the organization’s first media kit, provided talking points for principals tailored for each media outlet and offered timely, constructive feedback after each media interview. We were quickly able to pivot and help craft and implement a social media strategy for a high-profile launch of a client product – when it was revealed with less than 48 hours notice that President Obama would make the announcement during his State of the Union address.
Through strategic partner outreach and an aggressive earned media campaign, Ward Circle and the Doorways to Dreams Fund (D2D) team increased participation in online sign-ups by over 400%.