Our clients may be national, but sometimes the major issues impacting our country bring us right back to our own backyard. That was the case when we were approached by Feeding America West Michigan, which was getting ready to open a new state-of-the-art headquarters and distribution center in Kentwood.
Why the new facility? Food bank lines were long and growing. This new building would mean more meals for more families across 40 counties (including both of Michigan’s peninsulas).
They asked for our help because the nonprofit needed to:
- Generate meaningful media coverage for the grand opening
- Communicate how the new facility would help fight regional food insecurity
- Raise awareness about increasing food assistance needs
With more people in line at Michigan food banks than ever before, we knew how important it was to get the word out. So, we got to work.
FIRST, WE STRATEGIZE
We never walk into a new project without a plan, which is why our team put together a kick-ass media relations strategy that leveraged the grand opening as an opportunity to tell a bigger story about food insecurity in our state.
Here’s what we set out to do:
Strategic Messaging Development
- Craft compelling messaging that covered both the facility opening and the human impact
- Develop personal narratives to humanize the issue of food insecurity
- Highlight key statistics to better explain the scope of the community’s need
Media Outreach Campaign
- Target pitches to local, regional, and industry publications
- Personalize outreach to journalists covering food insecurity, nonprofits, and community development
- Secure coverage across multiple media markets, including outlets in Michigan’s Upper Peninsula
THEN, WE DID IT
The campaign was centered around a ribbon-cutting ceremony and open house on November 13, 2024 – but we went far beyond that.
Pre-Event Publicity
We didn’t just send a press release and pray. We pushed it out to publications in Feeding America West Michigan’s 40-county coverage area, then followed up…and followed up…and followed up (you get it). The success of this campaign wasn’t accidental. We built momentum that positioned this as more than just another ribbon cutting. It was a big deal, and everyone knew it before the doors even opened.
Then, on the morning of the event, we coordinated simultaneous live hits on three major West Michigan TV stations (WZZM, WOOD TV8, and FOX 17). We made sure the FAWM staff was prepped and ready to talk about the facility and its impact – and we crafted different angles and visuals for each station because nobody wants to watch the same coverage on three different channels.
Ribbon-Cutting Ceremony Support
Even though we were mainly there to make sure the media coverage went seamlessly, we didn’t stop there. Our team was everywhere, connecting journalists with the right people at exactly the right moments. We grabbed Feeding America West Michigan leadership, big donors, and community partners for interviews that actually said something meaningful. And while all this was happening? We were pushing out real-time social content that extended those messages beyond the people who could be on site.
Sustained Coverage Strategy
Opening day coverage is nice, but sustained media presence is what drives real change. We continued pushing unique angles through December, strategically tying food insecurity stats to the holiday season. We made sure the public knew exactly what was happening with the operational transition from Comstock Park to Kentwood – because confusion kills community support, and we weren’t about to let that happen.
HOW WE DID
As they say, results speak for themselves. Here’s how we made sure Feeding America’s story got maximum impact in our viewing area and beyond:
Coverage Metrics
- 19 Total Media Placements
- 164,848 total estimated views
- $60,986 in total advertising value
HOW IT HAPPENED
Our campaign for Feeding America West Michigan’s new HQ was about more than just media coverage. We didn’t showcase a building – we highlighted a critical lifeline for families across West Michigan and the UP who don’t know where their next meal is coming from.
We connected their new facility directly to their mission, showing how concrete improvements translate to real impacts for thousands of Michigan residents struggling to put food on their tables. No sugar-coating, just honest storytelling about work that matters.
