McDonald’s Hearts of Gold

McDonald’s Hearts of Gold

PR Case Study

Background

It’s no secret that McDonald’s is one of the most recognizable brands in the world. And with nearly two million employees worldwide, they’re one of the largest employers in the world, too. So when local restaurant owners came to us looking to develop find a unique way to recognize the people who make their brand so great, we jumped at the opportunity to help.

The Challenge:

Like any good employer, McDonald’s knows that their brand’s best ambassadors are their employees. They also know that one of the most effective ways to recruit and retain stellar personnel is to show them that they are valued and appreciated. Because there are close to 100 McDonald’s restaurants in the Triad area, we knew there were sure to be plenty of special individuals whose contributions deserved to be acknowledged — and we wanted to know about all of them.

The Challenge:

Like any good employer, McDonald’s knows that their brand’s best ambassadors are their employees. They also know that one of the most effective ways to recruit and retain stellar personnel is to show them that they are valued and appreciated. Because there are close to 100 McDonald’s restaurants in the Triad area, we knew there were sure to be plenty of special individuals whose contributions deserved to be acknowledged — and we wanted to know about all of them.

The Campaign:

Our conversations with both upper-level management and employees about what they were looking for in a rewards program led us to develop “Hearts of Gold: A Campaign for Kindness.” The goal of the campaign was simple: to recognize and reward employees for their dedication to the McDonald’s brand and encourage them to continue going above and beyond for their customers and one another. We made a point to design a campaign that would allow us to recognize multiple individuals each month while still maintaining an air of exclusivity that would instill a sense of pride in the winners.

The Execution:

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

The Execution:

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

The Results:

Over the course of 23 months, we received a total of 853 nominations from our Triad-area restaurants and we were able to distribute 460 prize packages, totaling more than $20,000 in monetary rewards.

And, because this is a public relations campaign after all, we were even able to help McDonald’s gain some positive local recognition through this program. When we received a nomination about an employee who called and paid for a cab for a female customer with two children who had no transportation, we knew their act of kindness deserved more than a prize package. WFMY News 2 did too. After hearing this story, the local television station enlisted our help to set up an interview with the employee to share their good deed with our community.

But the results we’re most proud of aren’t the tangible ones. It is impossible to recall how many times throughout the campaign we heard from winners and their nominators alike about their admiration of the program, or the gratitude and pride they felt for being recognized for their hard work. We are proud to have helped shine a light on some of McDonald’s hardest working team members — one Heart of Gold at a time.

agsdi-hand-heart

853

nominations

agsdi-gift-heart

460

prize packages

agsdi-money-bag

$20,000

in monetary rewards

Allard Get Back Up

Allard Get Back Up

Public Relations Case Study

Allard

If you knew you had a life changing product that could significantly improve the lives of millions of people but awareness of the product was very low, what would you do? Launch one heck of a PR effort that’s what! And so began our relationship with Allard and their game changing ToeOFF® foot brace technology designed to help alleviate the struggle of millions suffering with the debilitating neurological condition known as foot drop. Beth Deloria, who suffers from the disorder, became the first Allard ambassador for this new technology and approached us to help bring it to the national spotlight.

The Challenge:

The goal was straightforward: national awareness. Because there are so many people who could use this technology to significantly improve their quality of life, the audience was there and waiting to discover something like ToeOFF. They were all similar to Beth Deloria, who was a marathon runner prior to a spinal chord injury that led to her diagnosis of foot drop. She spent years searching for a brace that would at least allow her to walk normally again. Every single one of the most commonly known braces designed to help foot drop sufferers proved painful and barely helped Beth walk, much less allow her to run marathons again. So with literally millions needing help like Beth, the PR effort would have to be thorough, expansive and focused.

The Campaign/Strategy:

Because ToeOFF is so life-changing, we knew there would be others like Beth that were able to resume their active lifestyles thanks to the brace. It was time to bring them together and create a grassroots movement to get the word out. “Get Back UP Today” was created as a rally cry of encouragement and hope, and from that came Team UP, founded by Deloria as the only national team of people with foot drop. Within the first year there were 8 members, and now there are almost double that. Beth and Team UP have been featured in national media and spoken to thousands across the country. A large social media push across Facebook, Twitter, YouTube, and even Pinterest was developed alongside the PR movement to create a genuine, close community of people who could help inspire each other and help spread the word about Allard’s technology.

The Results

50,310

Followers

Across the country in markets both large and small, the Get Back UP Today campaign has made waves in helping bring the ToeOFF brace technology to those who need it most. Facebook now has a following of 32,917 followers (and counting) and Twitter has helped solidify national media connections that will work to serve the campaign for years to come. The website www.GetBackUPToday.com has helped to unify the community even more by coordinating events, publishing inspiring stories from fellow users of ToeOFF braces and creating a national awareness of foot drop.

The Results

Across the country in markets both large and small, the Get Back UP Today campaign has made waves in helping bring the ToeOFF brace technology to those who need it most. Facebook now has a following of 32,917 followers (and counting) and Twitter has helped solidify national media connections that will work to serve the campaign for years to come. The website has helped to unify the community even more by coordinating events, publishing inspiring stories from fellow users of ToeOFF braces and creating a national awareness of foot drop.

50,310

Followers

6.6%

Engagement Rate

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