The Mission

The Boys & Girls Clubs of Central Orange Coast was launching a bold $6 million capital campaign to redevelop four of their Club sites in Costa Mesa, Irvine, Newport Beach, and Santa Ana. Titled the Pursuing Greatness capital campaign, the initiative would equip each location with the tools and resources needed for 21st-century success, while increasing their capacity to serve more kids and families. They needed a strategic communications partner to raise awareness and garner additional donations for the campaign in Orange County.

KEY RESULTS:
  • Directly influenced $1.5M donation
  • 58 earned placements for the brand and capital campaign
  • 42 million+ impressions in the LA and OC media market
  • 35 interviews of executive leadership team
KEY SERVICES:
  • Public Relations
  • Publicity
  • Media Relations
  • Influencer Relations
Strategic Flight Plan

After extensive primary and secondary research, Rocket Science developed a strategic PR plan centered around media relations to reach the second-largest media market in the United States effectively. We focused on sharing general BGC-branded news and events with targeted media – in conjunction with announcements for their Pursuing Greatness campaign – for a proactive approach to a holistic and successful PR program. The campaign also focused on leveraging organizational partnerships and donors to obtain earned media coverage. Through a strategic 14-month timeline, announcements were broadcast across multi-channel media outlets (online/blogs, print, radio, and TV), and fundraising remained a consistent focus throughout the Pursuing Greatness campaign.

Results

The multi-channel approach hit home with key audiences – raising awareness for Boys & Girls Clubs of Central Orange Coast and driving additional funds. Our initiatives supported an increase of $2.6 million in donations, of which PR efforts directly influenced $ 1.5 million. In total, BGC was able to raise $7.1 million for the Pursuing Greatness capital campaign. Results included:

  • 58 earned placements for the brand and capital campaign
  • 42 million+ impressions in the LA and OC media market
  • 35 interviews for executive leadership team
  • 14 hosted brand and media events
  • 16 unique news releases and media alerts
  • “Excellence in Executive Leadership Award” for BGC’s CEO