Molina HOPE Coat Drive PR and Marketing Recap
2/6/2017 | Presented by: Corporate Public Relations and Marketing Molina HOPE Coat Drive at a Glance Summary of the inaugural Molina HOPE Coat Drive campaign activities. Molina HOPE Coat Drive at a Glance
October 2016 – The November 2016 – first inaugural Molina Molina and Mix 92.3 HOPE Coat Drive hold a donation drive to December 2016 – Molina employees campaign kicks off at collect new and gently donate and distribute more than 900 Second Ebenezer Church used coats at the coats to students at Neinas Elementary in Detroit. Oakland Mall. School and Lincoln-King Academy in Detroit.
3 Molina HOPE Winter Coat Giveaway
• December 2016 – More than 50 Molina employee volunteers distribute over 3,000 free coats to the Detroit community • Event also offers FREE health screenings, haircuts, massages, refreshments, games, activities and more 4 Marketing Summary of collateral materials and iHeartRadio partnership. Marketing Summary • Produced creative for all coat drive collateral • Worked with vendors to produce all marketing materials • Collaborated closely with digital and PR to launch Molina HOPE website • Partnered with Detroit iHeartMedia stations – On-air radio spots encouraging donations and inviting listeners to the Winter Coat Giveaway – Online events page – Live radio remotes at Dry Clean Depot, Oakland Mall and Winter Coat Giveaway event – Mix 92.3 homepage takeover and website ads
6 Marketing Materials • Donation boxes and box wraps • Donation fliers • Dr. Cleo cut-outs • Save the date fliers • Posters • Event signage and banners • Window clings • Employee raffle prizes • Kiosk cards • Coat bags
7 Marketing Collateral
8 iHeartMedia Partnership • Radio spots: – MIX 92.3 – The D 106.7 – FM98 WJLB – Channel 955 – 1130 AM WDFN – 100.3 WNIC
Total – 538 spots - :60, :30 and :15
• Mix 92.3 – Homepage takeover – Social media posts Results: – Featured content :30 Molina HOPE Winter Coat – 129 event page views – Events page Give Away Spot – 12,365 Mix 92.3 site ad impressions
9 Public Relations Summary of earned media placements and PR activities. Public Relations Summary
• News advisories and press releases were crafted and distributed to local media outlets to drive media coverage for several aspects of the campaign: Results: – Coat drive kick-off • 45 earned media placements – $80,000 donation from Magna International, Inc. valued at more than $25,500 – Employee coat donations to local elementary school students • Coverage included print, TV, – Donation drive event at Oakland mall online and radio placements – Molina HOPE Winter Coat Giveaway
culminating event Earned media (or free media) refers to publicity gained through non-paid media outreach efforts. To determine the publicity value of an earned • Corporate Public Relations provided $1,000 in media placement, a formula called the advertising value equivalency (AVE) is used to show how much the placement would cost if it were a additional charitable giving dollars toward purchase paid advertisement. of new coats • Corporate PR/Marketing employees donated 14 new coats for students at Neinas Elementary School
11 News Advisories and News Releases
• Distributed a total of 4 news advisories and 3 press releases to more than 30 news outlets in Metro Detroit and Oakland County
• Pre and Post-Pitched advisories and releases to all media types including print, TV, online and radio.
12 Pre-Event Print Coverage • The Oakland Press: Sunday Edition and Daily Herald • Coverage about Magna donation and culminating event details
13 Radio Coverage • PR team drafted scripts for :60 radio interviews that aired throughout duration of coat drive: – Lauren Royston, MHM Community Engagement Manager (aired 12 times) – Scott Worden, Magna International, Corporate Communications (aired 9 times) – Dr. Keith Tarter, MHM Medical Director (aired 11 times)
• Interviews aired on WMXD (Mix 92.3), WJLB (FM98) and Lauren Royston’s :60 WKQI (Channel 955) radio interview.
• Mentions included by Mr. Chase during Steve Harvey Morning Show (Mix 92.3)
Total: 33 radio interviews and mentions
14 TV Coverage • WXYZ-TV (ABC 7) promoted both Oakland Mall donation drive and Winter Coat Giveaway events during two morning newscasts
15 Online Coverage • Event submissions approved and added by online community calendar editorial teams for Detroit News, WWJ-TV (CBS Detroit) and WXYZ-TV (ABC 7)
16 Post-event Coverage • Post-event coverage in Michigan Chronicle on the Winter Coat Giveaway and Molina HOPE coat drive
17 18 Digital Communications Summary of online and social media activities during coat drive campaign. Online • MolinaHealthcare.com – Michigan’s “In the Community” Page • Articles promoting coat drive kickoff and recap
20 Online • Launched new Molina HOPE website to promote Molina HOPE corporate giving program and coat drive, encourage donations and receive donation signups • 490 registrations for free coats through Molina HOPE website!
21 Social Media • Posted on Molina’s Facebook, Twitter and Instagram accounts following Winter Coat Giveaway • Encouraged others to share with suggested post text sent to employees and CBOs, as well as enabling sharing directly from links on the HOPE website. • 21 user posts from partners with over 135 total likes.
22 Thank you This year, Detroit is enjoying a winter of record warmth. Thank you for providing 6000 winter coats to local men, women and children.