WHAT WE DID
Heron Agency executed a three-week campaign for Feherty’s Troops First Foundation, a 501(c)(3) nonprofit organization co-founded by professional golfer and CBS Sports and Golf Channel writer and broadcaster David Feherty, to launch the organization’s inaugural Operation Warrior Call event.
This nationwide effort was established to encourage service members to reach out to fellow “battle buddies” in order to reconnect and check in on each other’s well-being. The goal of the integrated marketing campaign was to raise awareness on this new program and included national public relations efforts, a social media blitz (via platforms including Facebook, Google+, Twitter, and Pinterest), and direct outreach to military organizations.
RESULTS WE GOT
Press hits secured included a national TV opportunity for David Feherty on Fox & Friends, interviews on Yahoo! Sports Radio’s “Beyond the Scoreboard,” and NPR, ESPN Radio, NBC Sports Radio and CBS Sports affiliates. Due to the social media outreach, the PGA Tour tweeted about the event to their 493,420 followers and BeAHero-HireAHero retweeted about the event to their 32,675 followers. Total Twitter reach (including Tweets and Retweets) was 1,709,676. Total Google+ reach was 349,388 and Facebook reach included military-related and organizations with 71,789,540 combined likes. The public relations campaign resulted in over 303,946,868 media impressions and grassroots marketing efforts included outreach to over 500 military organizations including over 2,059 members of MeetUp groups. As this was the first year of the event and the campaign was on a tight budget, we believe that awareness was created due to positive feedback we received from Feherty’s Troops First Foundation, the amount of buzz generated via social media and the positive press coverage secured on a short deadline.