By the numbers
$68,000
publicity value
7
placements
430,000
impressions
Client background
The Black McDonald’s Owner/Operators Association (BMOA) is 13 Houston business people who own and operate 42 local McDonald’s restaurants together. They invest in their communities and back the growth of Black leaders and businesses.
The challenge
BMOA gave 200 local children new bicycles as part of an ongoing corporate social responsibility program. The event itself was small and local, with no built-in path to broader visibility. CKP had to turn one afternoon into a story that reached beyond the people standing there.
The goals:
- Show the owner/operators as responsible investors in their community.
- Reach diversity publications and media partners.
- Bring in community stakeholders and local officials.
- Prompt attendees to share the day themselves.
The CKP approach
Community events often stay contained to the people who showed up. We built a corporate social responsibility strategy that pulled in law enforcement, healthcare representatives, nonprofits, politicians, and community leaders before the bikes arrived. That group gave the story credibility it couldn’t have generated alone.
We paired their involvement with media outreach and content marketing before, during, and after the event, so the conversation didn’t end when the bikes were gone.
What we delivered
- Media relations and spokesperson preparation
- Corporate social responsibility strategy, including sponsorship management
- Live content development
Results
The campaign passed its placement and impression goals. Seven placements generated 430,000 impressions and $68,000 in publicity value. Beyond the numbers, the collaborative approach built lasting relationships between BMOA and community allies who already had the trust of BMOA’s target customers.
