Creating awareness for Reggie Jackson’s DETermined to Assist Foundation

Identity’s media strategy leads to extensive coverage of Pistons and Plates fundraising event.

Our Approach

Detroit Pistons guard Reggie Jackson leads the DETermined to Assist Foundation, a nonprofit with a mission of raising money to fund Literacy Lounges in Title 1 Detroit elementary schools. The mission of the DETermined to Assist Foundation is to positively impact the lives of low-income children in Detroit by providing them education opportunities and resources they otherwise wouldn’t have. By creating the Literacy Lounges, students have access to 600 age-appropriate books and a welcoming seating area with Reggie Jackson themed wall decals and comfortable seating.

As part of an effort of Reggie Jackson’s DETermined to Assist Foundation to raise money for Literacy Lounges, an annual charity dinner event, Pistons & Plates, is hosted at the Westin Book Cadillac in Detroit. The Foundation engaged Identity to help coordinate pre, post and onsite media interviews to raise awareness of the event and increase ticket sales.

The Identity team worked closely with Reggie, his manager and the Foundation staff to coordinate Reggie’s packed schedule for pre-event media opportunities. Leading up to Pistons & Plates, Identity secured call-in interviews for Reggie with both WWJ and WJR, an article in the Detroit Free Press and an in-studio TV segment with local Detroit station Fox 2.

During the Pistons & Plates event, Identity coordinated a media check-in and made sure reporters and/or photographers had access to Reggie and the materials they needed. We secured an interview with Downtown Magazine during the event, which led to a recap article and also a feature of Reggie as a “faces” profile in their November issue. We also coordinated a photographer from DBusiness to attend, which resulted in an event roundup that was featured online and in their “Around the D” feature in their daily e-newsletter.

Identity’s media relations successes helped lead to a successful event, with 131 tickets sold and $185,000 raised for Literacy Lounges.

What We Did

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

  • Media Relations & Marketing

    • Media Relations
    • Community Relations
    • Event Activation


  • 50+media placements
  • 4high-profile, pre-event interviews secured
  • 3media personnel on-site
  • $185Kraised at the Pistons & Plates event