PR Campaign: Walmart and Sleep in Heavenly Peace partner to build beds for Utah children in need.
The Brief
Campaign Summary: As Walmart’s PR agency of record for the State of Utah, Redhead Marketing & PR spearheaded a PR campaign to publicize the annual “Bunks Across America” event at Walmart in Syracuse and raise awareness of volunteer opportunities to help build beds. Through earned media coverage, Redhead Marketing & PR positioned the initiative as not just a bed-building event but one that also builds community. The objective was to elevate Walmart’s visibility as a meaningful community member by highlighting the following:
- 11 Northern Utah Walmart Stores come together to offer 120 associates to volunteer to build beds for kids.
- Pillows and bedding sets were donated by each store location.
- $17,000 in grant funding was donated by the stores to Sleep in Heavenly Peace.
- 60 beds would be built for children without beds of their own.
Tactics:
- Redhead coordinated a local earned media blitz during the three days preceding event. We scheduled press interviews for the Store Manager of Walmart Syracuse and SHP Syracuse Chapter President.
- We invited local media to cover the event, promising plenty of visuals. Knowing that media outlets are understaffed, Redhead shot our own video and photos to provide media outlets after the event, along with a written summary. We also conducted video interviews of volunteers and key spokespeople. In addition to some media coming to the event, other networks used the assets we provided for their digital and broadcast coverage. We understand these days that PR professionals often have to play the role of reporter, and we do so enthusiastically.
Objectives:
- Position Walmart as a valuable, devoted member of the community
- Showcase Walmart as a brand that doesn’t just give money, but one that makes a long-term, meaningful commitment to local organizations that improve the community
- Attract volunteers for the bed build event
Results
- In just a four-day period, there were more than 20 local news stories that amounted to $65K+ in media value and audience number of 486K.
- This was the first time the event was publicized, and a record number of volunteers participated.
- There were so many volunteers that 70 beds (10 more than the goal of 60) were built.
- The bed build was completed an hour and a half ahead of schedule due to the incredible volunteer turnout.
- 50 volunteers registered in a 24-hour period.
Passionate - Dedicated - Professional
