When Special Olympics Michigan (SOMI) approached us to help them get media coverage for their new facility—the world’s largest inclusive sports facility—we saw an opportunity to go above and beyond. Here’s how we turned the Unified Sports & Inclusion Center’s introduction into a comprehensive campaign that went far beyond PR.
Comprehensive Media Strategy and Impressive Results
At 8THIRTYFOUR, we don’t believe in doing things halfway. When SOMI said “media coverage,” we heard “Let’s make a real impact.” Our campaign for the Unified Sports & Inclusion Center wasn’t just about pitching—it was about creating a multi-faceted strategy that would resonate across multiple channels.
The results? We developed and implemented a comprehensive media strategy that resulted in:
- 29 pieces of earned media
- An estimated 4.3 million views
- A marketing value of nearly $1.5 million
This wasn’t just coverage—it was significant attention for an important cause. We crafted compelling press releases for the ribbon-cutting and tech week events, conducting extensive media outreach to local, statewide, and national outlets.
That coverage included:
- Inviting and securing media at a community mural painting weeks ahead of the main ribbon-cutting ceremony.
- Securing an article about SOMI’s Tech Week event, highlighting the revolutionary technology coming to the facility.
- Securing live shots from local news stations on the morning of the ribbon-cutting, amplifying the reach of the event.
- Comprehensive stories from all of the local stations about the ribbon-cutting event and the impact of the facility, including several outlets located outside of the traditional viewing area.
But we didn’t stop at traditional news coverage. We secured an op-ed placement in Crain’s Grand Rapids Business, showcasing SOMI’s innovative use of inclusive technology. We also continued to pursue coverage surrounding the issue of inclusion and landed Special Olympics Michigan in a TIME Magazine article. These things positioned them as true thought leaders in their field–only advancing their message and their goals.
Expert Event Management and Media Coordination
When we say we will manage your media coverage, we don’t just mean securing the interviews. It means creating talking points, providing reporters with the things they need to tell the story, and showing up when those interviews happen to make sure everything goes smoothly.
On the day of the ribbon-cutting, we expertly managed live TV interviews, showcasing our ability to handle real-time media logistics while also giving them unique, visually interesting spots to tell their stories. We coordinated interviews with athletes, SOMI leadership, and VIPs, ensuring all key stakeholders were represented in the media coverage.
But we didn’t just stop with the media–we helped set up for the day, ensured people made it to their seats, and kept them hydrated, handing out water to the crowd (it was 90 degrees). Our team’s flexibility in handling various tasks as needed during the event demonstrated our ability to adapt to changing circumstances—a crucial quality for managing high-profile events. Whatever needed doing, we were there to make it happen, turning potential challenges into opportunities for positive coverage.
Congressional Proclamation
Securing media coverage is one thing, but making sure it actually makes a difference is another. After the big ribbon-cutting event, we wanted to help make sure the Unified Sports & Inclusion Center continued to be in the news–and that people knew the things they are doing, there are part of an ongoing effort.
We contacted Congresswoman Hillary Scholten’s team, who represents the West Michigan district where the USIC is located. She expressed her excitement about the USIC and mentioned her desire to visit. Additionally, she aimed to honor the Special Olympics with a special designation for their outstanding work.
Along with her team, we helped coordinate a visit by the congresswoman where she would present athletes with a Congressional Proclamation for the USIC. It was extremely meaningful for the athletes, the congresswoman and the entire Special Olympics family. We also secured media coverage of the visit by several media outlets, amplifying the reach of the moment.
Integrated Communications in Action
This campaign exemplifies what we mean by integrated communications. It’s not just about sending out a press release or securing a few media spots. It’s about creating a comprehensive strategy that leverages all types of media together—marketing, public relations, digital, content, and more—to create the results you want.
We used data to drive our decisions, focusing on relationships to ensure all stakeholders felt heard and represented, and implemented creative ideas to make sure SOMI and the Unified Sports & Inclusion Center stood out from the crowd. From the community mural painting day to the Tech Week event to the final ribbon-cutting ceremony, every element was carefully planned and executed to maximize impact and coverage.
This approach turned a facility opening into a movement, exceeding expectations at every turn. It’s a testament to what can be achieved when strategic thinking, creative execution, and a passion for results come together.
If you’re looking for this kind of comprehensive, results-driven approach for your next project, we’re here to help. At 8THIRTYFOUR, we don’t just meet expectations—we redefine them.
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