Avocet Communications, one of the country’s leading integrated marketing communications agencies, achieved big results for Arc Thrift Stores’ Feed Colorado food drive, including a public relations strategy that reached an audience of over half a million people along the Front Range, and an Earned Media Value of nearly $700,000.
Feed Colorado, which first launched in 2000, is one of the state’s largest food drives. Each year Arc Thrift Stores partners with Denver7 to help Coloradans – families, children, the elderly, and individuals – who suffer from food insecurity. Volunteers of America’s Meals on Wheels program is one of the major beneficiaries of the items collected during the drive.
Avocet’s efforts achieved remarkable results for the Drive’s social campaign, as well, with a Facebook engagement of over 2,000; nearly 10,000 impressions on Twitter and over 16,000 on Instagram; and 180 views on YouTube.
The PSA that Avocet helped produce along with the team at Denver7 aired 278 times throughout the campaign.
The agency also helped coordinate two call-in centers with Denver7 to help boost donations.
As the campaign took place during the COVID pandemic, the need for nonperishable food items was even greater. A total of $43,822 was raised from viewers/donors, and a total of 62 tons of food were donated and collected by Arc. 189,000 meals were then provided to Coloradans in need through Volunteers of America and their programs like Meals on Wheels and City Harvest Food Bank.