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Case Studies / Great Harvest Bread Co,



 

 

 

 

 

 


 

Product: Public Relations

“Raising Dough for Children’s” Raises

Awareness of Great Harvest Bread Co.

 



PR Team:




Campaign:

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Lori Randall—Principal

Lael Carlson—Assistant Account Executive

Natalie Bing—PR Coordinator

Great Harvest Bread Co.

6 months

Conceive of and execute a chartable event that will serve as a vehicle to position the nine local Great Harvest Bread Co. stores positively with in their individual communities and garner local media coverage.

A monthlong fundraising event titled “Raising Dough for Children’s” to benefit Children’s Hospital

Promotions included:

  • “Bread-y Bears for Children’s,” bread bears baked especially for the promotion and named by Children’s patients were available for purchase at all locations;
  • “Miracle Bears for Children’s,” customers purchased paper bears for $1.00, with proceeds going to Children’s Hospital;
  • “Kids Color for Children’s,” each young artist who turned in a colored bear received a complimentary cookie. The completed bear art was donated for display in the Children’s Hospital playroom.
  • On September 18, 2005, all nine local stores donated 100% of proceeds from the day’s sales

 

Secure partnerships with local charity Children’s Hospital.

  • Donate proceeds from sales of “Bread-y Bear”
  • Arrange for Children’s Hospital patients to design gift tags for “Bread-y Bears

Secure partnerships with local news station KOMO-TV.

  • Film a PSA about “Bread-y Bears,” to air in the weeks leading up to the event
  • Film a commercial with local news anchors to air in the weeks leading up to the event
  • Arrange for giveaways on local television program NW Afternoon

Secure partnerships with local daily paper The Seattle Times.

  • Print full-page “Bread-y Bear” coloring sheet advertisement
  • Insert “Bread-y Bear” mailer into newspapers mailing to all subscribers, including all zip codes of Great Harvest Bread Co. stores
  • Insert “Bread-y Bear” mailer into weekly packet of food coupons to non-subscriber

Contact local community newspapers for printing of “Bread-y Bear” coloring sheet

  • West Seattle Herald
  • Federal Way Mirror

Secure partnerships with Great Harvest Bread Co. vendors for product donations

  • Wheat from Bake Mark
  • Beverages from Nantucket Nectars

Disseminate press releases to targeted local food media

  • “Raising Dough for Children’s Hospital” (August 2005)
  • “Order Limited Edition Great Harvest Bread Co. Bread-y Bears to Benefit Children’s Hospital” (September 2005)
  • “Great Harvest Bread Co. Raises $24,000 for Children’s Hospital” (September 2005)

 

 

Raised over $24,000 for Children’s Hospital & Regional Medical Center.

Great Harvest Bread Co. mentioned on Northwest Afternoon during nine product giveaways.

Commercial aired 20 different times on KOMO-TV between 09/08/2005 and 09/17/2005:

  • Monday: News at 5 a.m., 6 a.m.                                          o  Tuesday: News at 5 a.m., 6 a.m.
  • Wednesday: News at 5 a.m., 6 a.m.                                 o  Thursday: News at 5 a.m., 6 a.m.
  • Friday: News at 5 a.m., 6 a.m.                                              o Saturday: News at 6 a.m., 7 a.m.
  • Sunday: News at 7 a.m.

Commercial aired twice on Good Morning America between 09/08/2005 and 09/17/2005:

  • Monday: News at 7 a.m.                                       o  Friday: News at 7 a.m.

PSA aired six different times on KOMO-TV between 09/08/2005 and 09/17/2005:

  • Monday: between 5 a.m. and 12:00 a.m.                        o  Tuesday: between 5 a.m. and 12:00 a.m.
  • Wednesday: between 5 a.m. and 12:00 a.m.                o Thursday: between 5 a.m. and 12:00 a.m.
  • Friday: between 5 a.m. and 12:00 a.m.                            o  Saturday: between 5 a.m. and 12:00 a.m.

Media coverage:

  • The Tacoma News Tribune Online: Drive seeks to raise $50,000 for Children’s Hospital (09/02/2005)
  • The Tacoma News Tribune: Drive seeks to raise $50,000 for Children’s Hospital (09/02/2005)
  • Northwest Afternoon On-Air: Great Harvest fundraiser mentioned all week (09/05/2005)
  • The Ballard News Tribune Online: Great Harvest teams with Children’s Hospital to raise funds (09/06/2005)
  • The King County Journal: Bread-y Bears benefit Children’s Hospital (09/09/2005)
  • Seattle News Fax: Thoughts For Food (09/07/2005)
  • KOMO-TV: Bread-y Bear Commercials (09/12-16/2005)
  • West Seattle Herald: Bread-y Bear Coloring Sheet (09/14/2005)
  • The Seattle Times: Bread raises bread for Children’s Hospital (09/14/2005)
  • The Everett Herald: Bread-y bears will raise dough (09/15/2005)
  • The Seattle Times Online: Bread raises bread for Children’s Hospital (09/14/2005)
  • The Ballard News Tribune Online: Great Harvest teams with Children’s Hospital to raise funds (09/14/2005)
  • The West Seattle Herald: Uncompensated Care Fundraiser (09/14/2005)
  • The Seattle Post-Intelligencer: Charity (09/15/2005)
  • The Seattle Post-Intelligencer Online: Help raise money for Children’s Hospital by buying bread (09/15/2005)
  • KOMO-TV Morning News: Mentioned at 5:00-7:00 a.m. & 11:00 a.m.  (09/16/2005)
  • Eastside Business Weekly Online: Great Harvest Bread Co. Raises $24,000 for Children’s Hospital (09/19-26/2005)                                  
  • The Enterprise Online: ‘Raising dough’ (09/23/2005)
  • North Seattle Outlook Online: Raising Dough (09/28/2005)
  • The Ballard News Tribune: Great Harvest teams with Children’s Hospital to raise funds (09/07/2005)
  • North Seattle Herald – Outlook: WHAT’s cooking: Raising Dough (09/14/2005)
  • The Everett Herald: Bread-y Bears raise dough for hospital (09/21/2005)
  • Shoreline/Lake Forest Park Enterprise: ‘Raising dough’: Fund – raiser donates $24,000 to Children’s (09/23/2005)
  • Shoreline/Lake Forest Park Enterprise: Generosity amid crises is reassuring (09/30/2005)
  • The West Seattle Herald: Bread For Children’s Hospital (10/05/2005)
  • The White Center News: Bread For Children’s Hospital (10/05/2005)
  • Puget Sound Business Journal: Bulletin Board: Nonprofit Events (10/07/2005)
  • The Bellevue Reporter: Great Harvest sells bears for charity (10/12/05)
  • The Redmond Reporter: Great Harvest sells bears to raise money (10/12/2005)
  • West Seattle Herald: Great Harvest Bread Co. raises $24,000 for Children’s Hospital (10/19/2005)
  • White Center News: Great Harvest Bread Co. raises $24,000 for Children’s Hospital (10/19/20005)
  • The Tacoma News Tribune: University Place residents can start their day right at Great Harvest Bread Co. (11/10/2005)
  • Connection (Children’s Hospital Newsletter): Great Harvest Raises the Dough (Winter 2006)

 




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