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

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.

Leo Boucher

Da Camera – Chamber Music and Jazz, Director of Marketing and Audience Development

I cannot highly enough recommend CKP when it comes to PR. I thought I knew and understood PR until I started working with the brilliant minds at CKP. They look at PR differently than many of the bigger firms- more of a 21st-century approach to public relations, then the traditional way people view and use PR. They are a well-rounded group, who not only understood our business but also understood our needs better than we did, which is why our brand presence and perception have never been higher since we hired CKP. On top of the great work they do, they are a great group of people, with high integrity and work ethic. It is apparent they believe in what they do, they believe in their clients and it shows.

Matthew Kades

McDonald's Owner/Operators Association of Greater Houston, President

CKP makes my job easier because their integrated services create efficiencies, they produce quality work, and I trust them. I don’t have to worry about quality with CKP because they listen from the beginning, so I trust work is going to get done and get done well. While MassChallenge was building the plane while flying it, CKP’s flexibility and nimbleness helped us exceed our goals.