VOLUNTEERS OF AMERICA COLORADO: SHINING A LIGHT ON FOOD INSECURITY AND HOMELESSNESS AND BUILDING A MORE COMPASSIONATE COLORADO

Public Relations and Media Relations:

A statewide PR and media relations initiative was deployed that included:

• A regular schedule of news releases to announce programs, holiday food drives, etc.
• A proactive feature story campaign that included positioning the VOA Colorado executive team and board members as thought leaders/spokespeople for the organization and the issue.
• A thought leadership program that included the drafting and placement of contributed articles and podcast appearances by VOA Colorado’s president and CEO.
• A proactive media outreach initiative that highlighted how the VOA’s program impacts individuals–this inclulded drafting and placing heartwarming and inspiring contributed articles by participants (such as a woman veteran, etc.)
• Compelling storytelling anchored all of the media relations outreach.

Social/Digital Media:

• Strategic social pillars were developed that informed all of the monthly content: Community Impact, Volunteerism, A Reason to Believe, and Funding.
• Each week, social posts on Facebook, Instagram, and LinkedIn focused on these same four key areas and included calls-to-action.
• A cohesive graphic identity was created.
• Tailored content for different audiences and demographics was provided.
• Leveraged Sponsor Partnerships: A collaboration with sponsors to co-create content and share posts was put in place to increase visibility and introduce VOA Colorado to new audiences. Audience interaction was fostered along with engagement by quickly responding to comments and messages. This has built a sense of community and encourages further engagement.
• Encouraged Employee Engagement on LinkedIn: An internal program was established to encourage employees to engage with and share organization-related content on LinkedIn. This taps into their networks and widens the content’s reach.
• Spotlighted Donor, Board Member, Partner, and Volunteer Contributions: Corporate donors are showcased on LinkedIn to recognize their contributions and expand the organization’s exposure within the business community.
• Provided Seamless Seasonal Integration: Relevant holidays and seasonal elements have been integrated into content and programs to keep the VOA Colorado’s messages timely and relatable.
• Elevated Content Quality: The quality of articles and news shares has been emphasized to deliver well-researched, informative, and thought-provoking content that enhances credibility and encourages sharing.

Creative: