While we whole heartedly embrace the PESO model (paid, earned, shared, owned) when providing integrated communications support, earned media is often one of the most valuable and cost-effective pillars for our nonprofit clients.
While securing earned media coverage can often be seen as simply a tactic to generate awareness among target audiences, Franco approaches each public relations strategy with the nonprofits’ unique business goals in mind.
From motivating the community to donate, to driving thrift store sales, to mobilizing volunteers, here are a few recent examples of how Franco’s nonprofit clients are seeing tangible results from earned media.
Friendship Circle
>>CHALLENGE
With the reopening of its Soul Cafe on the horizon, Friendship Circle was seeking opportunities to generate awareness of both its West Bloomfield Township restaurant and the affiliated vocational program for adults with special needs who learn a variety of skills while working in the café setting. After being closed for the majority of the pandemic, generating awareness for the re-opening of the restaurant, and the restaurant in general, was more important than ever before.
>>APPROACH
Franco connected with local media to bring Friendship Circle’s story to life. Most notably, we secured a Sunday morning segment with Charlie Langton of FOX 2 News, allowing Friendship Circle Co-Founder Bassie Shemtov the opportunity to highlight the exceptional new menu, outdoor seating options and passionate vocational program trainees.
>>RESULTS
As a direct result of this segment, two families reached out for more details on Soul Cafe’s vocational program for their loved ones with special needs.
The Salvation Army Family Thrift Stores
>>CHALLENGE
When The Salvation Army’s 31 Southeast Michigan Family Thrift Stores and Donation Centers reopened during the pandemic, the nonprofit was overwhelmed with donations – particularly clothing. Because of this influx, there was an increased need for the stores to generate sales to counterbalance the volume of donations.
>>APPROACH
Shifting from a pre-pandemic media relations strategy focused on garnering donations, Franco conceptualized and implemented an innovative strategy highlighting spring fashion trends to drive increased traffic to the thrift stores across metro Detroit.
>>RESULTS
Following multiple television segments with Detroit stations, The Salvation Army Family Thrift Stores noticed an increase in foot traffic that they attributed to the coverage. Increased foot traffic led to growing sales, which ultimately funds the nonprofit’s Adult Rehabilitation Center in Detroit.
Hospice of Michigan
>>CHALLENGE
Hospice of Michigan’s Memory Bear program was created to comfort grieving families with a teddy bear crafted from their loved one’s clothing, assembled with love by skilled volunteers. As the initiative gained popularity, more volunteers were needed to meet sewing demands in Michigan communities including Cadillac, Dearborn and Gaylord.
>>APPROACH
As part of the larger communications strategy, Franco distributed a press release to stations and hyperlocal papers, detailing the program and the increased need for volunteers.
>>RESULTS
These media relations efforts led to the nonprofit organization receiving an influx of calls from potential volunteers, several of which are now registered as Hospice of Michigan volunteers.
