Nonprofit K-12 school exclusively for homeless youth.
Hired as agency of record to promote the unique education and humanitarian approach in support of the school’s Capital Campaign for a new $14M+ campus to double its student capacity
Developed a series of strategic press-worthy activities
Identified, vetted and coordinated human-interest stories
Prepped all interviewees, handling highly sensitive personal situations while coaching for optimal interviews to help the school raise money
Managed a statewide and national crisis communication campaign (op eds, policy maker outreach, key messaging, speech writing and more) surrounding a proposed bill that would eliminate federal funding
Results Included:
Secured 177 million positive earned media impressions in just nine months
Saturated the local and super-regional media outlets: 112 stories in Southern California alone
Secured a lengthy feature segment on The TODAY Show filmed at the school and featuring several students, parents and teachers, and immediately resulted in hundreds of new donations and inquiries
Secured a segment on The Ellen DeGeneres Show in which, in conjunction with Skype, the show also made a $50,000 donation
Secured countless trade and national news stories including features in Bloomberg Radio, Education News, Education Week, Huffington Post, CFO Weekly, Who Did Good Today, and many more
Exceeded the fundraising goal before the end of the Capital Campaign, allowing the school to break ground ahead of schedule
Groundbreaking and grand opening events each had hundreds of people in attendance
The school continued to receive donations well beyond what was anticipated, allowing them to expand the executive team, enhance the new campus and otherwise set the school up for long-term success