The Results

The success of this campaign rested on our ability to effectively alert local community members throughout the execution of both traditional and non-traditional public relations tactics. From a media relations standpoint, we could not have asked for a better outcome. Each year, we were able to secure coverage in several of the major media outlets in the Triad including television interviews on all three primary TV stations (WFMY, WXII and Fox 8), print articles in key newspapers like The News & Record and High Point Enterprise and digital coverage on dozens of websites and social media accounts. Our efforts resulted in the generation of millions of potential media impressions, which can be seen by the increase in participants each year.

But the most important result we got from this campaign is the number of children we were able to provide with a balanced and nutritious meal when they needed it the most. For three years in a row (2015-2017), we significantly increased the number of Happy Meals donated to local children in need.

The Strategy: Phase One

We broke our approach into two phases, with the first taking place the month leading up to the closure. Our phase one goal was to preempt the construction by engaging local media with information about the closure and then supplementing it with PART’s commuter transportation solutions.

We accomplished this by distributing a press release that included specific details about the closure as well as how PART’s enhanced and discounted services would help address construction-related issues. We also developed a “Commuting Fun Facts” section as an engaging way to encourage commuters to consider mass transit options. It demonstrated all the things one could achieve in the time gained from taking alternative modes of transportation.

And, since the majority of those affected would be commuting in and out of Winston-Salem, we partnered with WXII 12 News to develop a segment dedicated to this announcement. The on-location interview featured PART’s Executive Director who shared further details about their dedication to improving commuting conditions.