Habitat for Humanity of Metro Denver
Jimmy & Rosalynn Carter Integrated Public Relations Campaign
Project Snapshot
Challenge
Raising awareness of affordable housing issues and attracting volunteers to the 30th Annual Jimmy & Rosalynn Carter Work Project in Denver
Solution
Message and collateral development, media training and targeted media relations
Results
Consistent media coverage resulted in more than 2,000 volunteers and $3 million in funds
Challenge
Habitat for Humanity of Metro Denver enlisted GFM to plan and support public relations initiatives surrounding the Jimmy & Rosalynn Carter Work Project (Carter Work Project), one of three weeklong building initiatives in the country. The goals were to raise awareness of affordable housing issues and attract volunteers/sponsors to the CWP.
Solution
GFM and Habitat for Humanity of Metro Denver executed an intense, eight-month promotional campaign that included a variety of public relations components, such as message development and media training, planning and executing events and announcements, developing collateral materials, conducting media relations outreach, coordinating onsite media opportunities and providing social media recommendations and support.
Several individual announcements and events were created to build ongoing buzz about the Carter Work Project and to accomplish important project objectives such as soliciting volunteers for the build site and encouraging ticket sales for the Raise the Roof fundraising celebration. GFM garnered media coverage surrounding the variety of events and announcements, including volunteer recruitment, Denver Broncos meeting Habitat partner families, raising the first walls on the build site, project status reports, headline announcement for Raise the Roof, a community kick-off celebration and individual events throughout each day of the five-day build week.
Results
Editorial coverage leading up to and during the event included 600 individual stories, which had an estimated ad value of $1.1 million. Through GFM’s ongoing media relations efforts, strong engagement was built for the events and nearly ALL volunteer spots were filled in just one day. More than 3,500 people attended the Raise the Roof fundraiser, raising more than $600,000. Through a combination of local and national corporate sponsorships, faith coalition sponsorships and individual giving, more than $3 million was raised to help fund the Carter Work Project building event.