Client Love: Engaged Outreach

Client Love branded cover image for Engaged Outreach case study.

PUBLIC RELATIONS CAMPAIGN CASE STUDY

Engaged Outreach – Mental Health & Today’s Youth

 

The what and why

Engaged Outreach, a statewide nonprofit focused on developing social and mental wellbeing in youth, sought us out to help announce the launch of its pilot in-school programing. The nonprofit began its work in this space to meet the overwhelming need for mental health-focused programing in Michigan schools. Alongside others, the group at Engaged Outreach saw youth and young adult suicide rates steadily increase since 2007.

Our work with Engaged Outreach began in December 2019, with a creative focus. After this work, our focus shifted to public relations efforts from February 2020–May 2020. 

The need

The goal of the campaign was to secure local, regional, and state media coverage announcing the successful launch of Engaged Outreach’s programing in a select number of schools. We also aimed to highlight the need for mental health services and resources for all Michigan students.

Our kickass approach

Any public relations campaign of this caliber requires strategic research, a thorough strategy and exceptional project management. These elements became increasingly more important in the face of an international pandemic like COVID-19. Our process for success in this campaign included:

  • Monthly meetings to identify goals and understand organizational messaging
  • Extensive research to identify applicable media targets in the local, regional, and national markets
  • Creation of multiple press lists
  • Ongoing media pitching and follow up
  • Creation of press release, media alerts, and branded media kit
  • Additional creative assistance
  • Creation of media/segment talking points
  • Coordination of all media interviews
  • Real-time monitoring of earned media coverage and ongoing campaign reporting

How we crushed it

Even amidst a pandemic in which the news cycle was flooded with singular storylines, we were able to pivot and secure 9 pieces of earned media throughout the duration of the campaign. We were able to secure coverage in a variety of statewide publications with total impression numbers surpassing 7,340,112.

Below are just some of the pieces of media coverage we secured.

Secured Coverage

MBN Social post about Engaged Outreach.

Michigan Business Network: Improving Youth Mental Health in Michigan Schools

 

Grand Rapids Business Journal: Mental Health Amidst COVID-19

State News: Engaged Outreach Focuses on Improving Youth Mental Health

A twitter post from The State News with the Engaged Outreach article linked.

Rapid Growth Media: Mental Health and COVID-19

A twitter post from Rapid Growth Media with the Engaged Outreach article linked.

Corp! Magazine: Mental Health Pros: ‘New Normal’ Can be ‘Chaotic, Messy’ During A Crisis

A twitter post from Corp Magazine with the Engaged Outreach article linked. A twitter post from Corp Magazine with the Engaged Outreach article linked.

 

Do you need a PR team that can get your news out? Reach out to us. We can’t wait to talk.

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