(2014 CAPPIE Winner – Short-Term PR Campaign & Digital-Infogrpahic)
FSB was retained by Raley’s Family of Fine Stores in the spring of 2014 to create a robust public relations plan for ongoing public relations services with an emphasis on events production, earned and social media relations and community outreach to support the launch of their refreshed 27 year-old “Food For Families” (FFF) program, which aims to stop hunger in the communities they serve.
Raising over $450,000 in two months, FSB’s FFF ReFresh program was considered an overwhelming success by the client. Additional measurements of success for the launch and ongoing public education and awareness campaign are listed below.
ReFresh Launch Dinner Date: June 4, 2014; Location: Vierra Farms, West Sacramento
-Over $285,000 in contributions from 25 sponsors
-248 attendees (including 6 elected officials)
-30 organic interactions on Instagram
-Top Tweet received 39 re-tweets
ReFresh Launch Press Conference
-502, 816 organic impressions from print and broadcast media coverage of the press conference
-Secured media included: Sacramento Bee, Sacramento Business Journal, KOVR-TV (CBS), Sacramento Press, Windsor Times
-131 organic interactions on Instagram and Twitter
ReFresh Launch Partnership Outreach
-Reached over 67 Food for Families partner organizations through eNewsletter articles explaining the program refresh and the summer donation campaign.
This infographic highlights the success of the Pantry ReFresh, which FSB managed as part of the campaign to rebrand the organization and launch a pilot program in Sacramento and Placer counties. This would, for the first time, provide “fresh from the shelves” produce to food bank partners.
Earned media segment on Raley’s Food for Families.