NUTRITION FOR LEARNING
Case Study
Campaign: Five Dollar Fridays
Background
Nutrition for Learning is a charitable organization based in the Waterloo Region. They “strive to elevate the experience of universal food access at schools in ways that promote optimal wellbeing, healthy relationships, and food literacy.” In Q4 of 2022, N4L launched a “Five Dollar Friday” campaign to boost monetary donations leading up to and after the 2022 holiday season.
The Challenge
Interm Executive Director Erin Moraghan identified a significant increase in the need for accessible nutrition for the 2022/2023 school year due to various economic factors and rising food prices. This need prompted a short-term, concentrated fundraising initiative called “Five Dollar Fridays,” where donors were encouraged to donate $5 through the organization’s website. Wiltshire Media was approached by Erin to lead a media outreach campaign to help promote their fundraising efforts in the Waterloo Region.
Action Plan
Wiltshire Media created and executed a strategic media outreach campaign, specifically targeting local media within the Waterloo Region to encourage donations for the Five Dollar Friday campaign November and December 2022.
Outreach included drafting and distributing a press release announcing the initiative, personal outreach to targetted media outlets, as well as a Twitter campaign reaching out more broadly to the region’s media representatives.
Our media campaign was hugely successful and yielded 5 interviews in a 4 week period with the top media outlets in the Waterloo Region, including Cambridge Today, 570News, Bounce 99.5 (CKKW-FM), Waterloo Region Record and the Waterloo Chronicle. We also received pick-ups in over a dozen additional outlets including CityNews, Cambridge Times, New Hamburg Independent and more.
