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Creating Awareness For Survivors of Domestic Violence

Identity’s planning and effort leads to successful Rally for Hope in Campus Martius as community members statewide join Verizon in taking a stand.

Our Approach

As part of a nationwide effort by HopeLine From Verizon to connect survivors of domestic violence to vital resources and collect one million phones by the end of 2015, Verizon engaged Identity to plan and execute a multifaceted event in downtown Detroit to engage community leaders and raise awareness about the cause.

Identity’s integrated team of media relations and social media specialists drove all aspects of event strategy and planning from start to finish, including coordinating Campus Martius Park as the event venue, managing vendor relationships, and building and driving a program that included remarks from Michigan State University Basketball Coach Tom Izzo, Detroit Lions Running Back Ameer Abdullah, City of Detroit Deputy Mayor Ike McKinnon, Detroit Police Depart First Assistant Chief Lashinda Stair, and leaders from Verizon, the YWCA of Metropolitan Detroit, Jewish Women International, and American Axle & Manufacturing.

To drive public attendance of the event and generate awareness of the HopeLine From Verizon grants being donated to the YWCA of Metropolitan Detroit and other Michigan domestic violence agencies, Identity generated pre- and post-event media coverage, as well as utilized partnerships with metro Detroit community groups to spread the word to their members. Through our social media outreach, Identity utilized Twitter to reach the metro Detroit community and inform people about the event.

In total, Identity secured 14 meaningful media placements with WJBK, WXYZ, WDIV, Detroit News, MLive, WWJ and more, received more than 165,000 impressions with a successful 1.3% tweet engagement rate, in addition to developing lasting relationships with city officials, charitable organizations, notable sports figures and many more.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Community Relations
    • Message Development
    • Event Coordination and Management
  • Social Media

    • Social Media Promoting
    • Community Management
    • Measurement and Analytics

Highlights

  • 14high-visibility print and broadcast placements
  • 2.5M+ individuals reached through local media coverage
  • 165K+ Twitter impressions
  • 700+ link clicks to event blog post