PROMOTING PRO BONO: CREATING AWARENESS THROUGH COMMUNITY RELATIONS, MEDIA RELATIONS, AND SOCIAL MEDIA
Since opening its doors, DaviesMoore has given back to its community. In recent years, we have formalized this passion of giving into the #CAREMOORE program, where each month employees organize activities that enrich and benefit the community, and where the agency offers its marketing and design expertise for free to local non-profits on an ad hoc basis. Partnering with multiple non-profit organizations during the years has been amazing, but we were looking to amplify the good that we do by exclusively partnering with an organization in 2016 – to identify marketing goals, develop a solid strategy and create compelling campaigns for the good of our community. We called this 2016 pro bono marketing partnership program ‘In Cahoots’.
Strategy & Tactics
Our goal was to get the word out about In Cahoots through owned and earned media, and have at least ten non-profit organizations apply by our deadline on 10/31/15. We would then review applications, have interviews with decision makers at the top three organizations and announce a winner by January 15, 2016.
Creating awareness and excitement for In Cahoots, DaviesMoore focused on an integrated strategy of community relations, media relations, social media marketing and internal communications. And to keep the messaging engaging, inspiring and in-line with our values of loving life and giving back, we took the adage of “Live Free, Give Freely” and put a DaviesMoore spin on it with engaging visuals.
We developed and drove traffic to a partnership page on the DaviesMoore website which explained In Cahoots and housed an easy-to-use yet thorough application form.
DaviesMoore’s In Cahoots program received on-air coverage on KTVB and print coverage by Idaho Business Review. The word spread throughout the community, and in just 23 days our program received applications from 19 non-profit organizations in the region. Our partners held interviews with the three finalists, ultimately naming Üsful Glassworks as our 2016 In Cahoots winner.