466K+ Impressions for Local Event

Our firm designed a media pitch that was picked up by seven local media outlets resulting in 466K+ impressions leading to significantly increased foot traffic for a small business Christmas pop up.

Situation.

A small business hosted a local pop up shop during Christmastime encouraging shoppers to come browse their products, while hosting an array of products from other small, local businesses. The intention was to drive sales for the brand while also uplifting other small businesses during a tough year. Our firm saw a gold nugget of a story here and worked together to design, develop, and pitch a story that would inevitably touch the hearts of many.

Action.

  • Media research

  • Media pitching

  • Community based narrative

  • Cross channel communication

  • Personalized outreach

Task.

  • Perform thorough research on local media contacts and develop a media list to curate the pitch to.

  • Design a media pitch including statistics, quotes, photographs, and a pre-packaged story for reporters.

  • Individually pitch and follow up continuously with a media list of over 70 local reporters across the mid-Michigan area.

  • Deploy a cross channel strategy to amplify the reach of the news outlets who picked up the story to multiply foot traffic opportunities for the event.

Result.

  • Picked up by seven local media outlets.

  • News stories received nearly 500,000 impressions.

  • Foot traffic in-store significantly increased, resulting in a spike in sales for all participating businesses.