The Indianapolis chapter of the national hunger relief non-profit organization Kids Against Hunger decided to break away from the national organization. They developed a new name, expanded their mission and rebranded. With these significant changes, Thrive 360 needed to increase awareness of its new name and enhanced mission with supporters, sponsors, volunteers and partner organizations. They chose Communications Redefined to help them achieve these goals.
First, we developed a strategic plan designed to encourage interest, awareness and engagement with media regarding the name change and expanded mission. For nearly 10 years, media had covered the organization using the Kids Against Hunger name and we knew it would be challenging to change that habit. We also wanted to build the reputation of the organization’s executive director and the founding family through media coverage. Over the course of the media relations campaign, we used a variety of tools to generate positive coverage including tough Q&A, talking points tailored for interviews and social media efforts, media training, releases, pitches and more.
We gauged success by the number, quality and placement of print articles and TV, radio and online stories. During just three weeks, Thrive 360 was featured in stories by local television, radio and print outlets at least 83 times, including 23 television news stories on all four Indianapolis stations and in South Bend and Evansville, Indiana. Television stories included three extended television interviews live in-studio with the president of Thrive 360 discussing the name change and new organizational focus, as well as two stations reporting live during their morning shows on the day of the organization’s Million Meal Marathon. Facebook engagement during the media campaign was up 190 percent, reach increased 120 percent and new likes went up 2,000 percent. In addition, nine Indianapolis reporters, producers and outlets with a total of 150,000 followers tweeted about Thrive 360 during this campaign.
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