Black McDonald’s Operators Bicycle Giveaway

The Black McDonald’s Owner/Operators Association (BMOA) comprises 13 local business people who collectively own and operate 42 McDonald’s restaurants in Houston. The group is committed to supporting its communities and encourages the development of successful African American leaders and businesses. As part of an ongoing corporate social responsibility program, CKP supports the Houston entrepreneurs with experiential marketing to connect with their target market. Two hundred local children received new bicycles as part of this program.

Goals

Our communications and corporate social responsibility teams were engaged to create an integrated plan to establish the McDonald’s owner/operators as responsible business people who invest in their communities. But the scope of this local event wasn’t built with mass exposure in mind. CKP had to leverage the power of user-generation content, third-party endorsements, and community partnerships to amplify reach with a positive and warm story that aligned with McDonald’s brand values of family and community.

CAMPAIGN GOALS
Organize activation to highlight community investment and local presence
Target diversity publications and media partners
Engage community stakeholders, politicians, and organizations
Establish brand as responsive to community needs
Encourage user-generated content with interactive brand elements

The Approach (Programs Employed)

All too often the impact of community events stay within the physical confines of their location and the people present. CKP created meaningful corporate social responsibility strategy that brought together powerful and influential players. The collaborative team that included law enforcement, healthcare representations, nonprofits, politicians, and community leaders created a groundswell of positive messaging that enticed media, amplified user-generated content, and content marketing before, during and after the event to extend conversation, build awareness, and generate excitement.

Media Relations

Media relations

Corporate Social Responsibility Strategy

Sponsorship management and coordination

Media Relations

Talking point development and spokesperson prep

Creative Services

Live content development

Outcomes Achieved

While the campaign exceeded goals and expectations—both qualitative and quantitative—what was most rewarding and impactful were the relationships forged thanks to the collaborative spirit of the strategy. The event and messaging tactics strengthened bonds across critical allies who had a trusting connection with BMOA’s target consumer.

Video Storytelling

Highlights and Objectives

Placements

Impressions

Publicity Value

What Our Clients Say

It is a joy to work with CKP. The CKP team comes to the table listening to our goals and objectives and provides the best counsel and approach to help achieve those. Their creativity and openness to brainstorm new ideas have positively impacted us, and we are so grateful.

Dana Edwards

United Fitness Partners, Planet Fitness, Senior Corporate Communications & PR Manager

CKP provided invaluable counsel in support of CenterPoint Energy’s strategic communications efforts. The team produced insightful creative assets for key initiatives, enabling us to manage stakeholder communications effectively and deliver impactful messages with ease and accuracy. CKP’s expertise and innovative approach significantly enhanced our engagement efforts. The bespoke solutions they delivered not only met but surpassed our expectations.

Jason M. Ryan

CenterPoint Energy, Executive Vice President of Regulatory Services & Government Affairs

CKP have been incredible partners for the Houston Symphony, allowing us to grow our reach and deepen our impact. They’ve helped us build our brand through strategic marketing and communications initiatives. Their expertise has guided the organization through how to layer key messages that meet immediate needs and goals in with evergreen brand campaigns that reinforce long-term strategic priorities. The CKP team works seamlessly with our in-house marketing and communications staff here at the Symphony. They leverage what we do to elevate collaborative outcomes, and they are an integral part of our marketing and communications operation. Because of the background of their own team members, they offer a depth of industry understanding that enables real clarity around what is possible, what are opportunities, and where the limitations might be. They have amplified our work and helped enable us to achieve our earned revenue and brand-related goals.

John Mangum

Houston Symphony, Executive Director and CEO

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.