Mile High United Way Month Trots Into Denver
For 35 years, the Mile High United Way (MHUW) has presented its Turkey Trot run/walk on Thanksgiving Day – the organization’s end-of-year fundraiser and an annual tradition for more than 10,000 Denver residents. To extend support of Mile High United Way and its numerous programs beyond just a single day, the organization proclaimed November 2008 its first-ever United Way Month and hired Xstatic PR to generate media coverage of all related events throughout the fall.
The United Way turkey stole the media spotlight.
Throughout the campaign, Xstatic:
- Developed a series of creative strategies to generate attention for United Way Month among the press and public, including press releases, proactive media pitches, online and guerilla marketing tactics.
- Generated more than 40 news stories dedicated to the inaugural United Way Month events and Turkey Trot – 33 of which appeared in the months and weeks leading up to Thanksgiving Day.
- Secured numerous stories about United Way Month in community newspapers across the Denver metro area – a specific objective for this year’s campaign.
- Generated media coverage with an advertising value of more than $98,000, providing a 20 to 1 return on MHUW’s media relations investment.