Meals On Wheels Atlanta – 50th Anniversary

Solution

In a year-long effort, communications 21 developed an integrated marketing and public relations plan to help MOWA reach its goals. c21 targeted media to increase the organization’s visibility, position MOWA at the forefront of combatting senior hunger and promote its programs outside of meal delivery.

Press releases for events, breaking news and new initiatives were sent out and long-lead publications were targeted to promote event ticket sales for A Meal To Remember, MOWA’s largest fundraising event of the year. c21 also suggested a re-dedication of MOWA’s newly renovated headquarters. Prior to the event, c21 learned that MOWA had received a surprise donation of $1 million, so c21 recommended revealing the news at the re-dedication where we secured appearances by Mayor Kasim Reed, Atlanta City Council President Caesar Mitchell and council member Kwanza Hall.

In addition to media relations efforts, c21 suggested digital changes like making the MOWA website mobile friendly and creating a blog, which c21 managed entirely. In addition, a social media plan was created with a suggested breakdown of content and boosted Facebook posts for event support. For the A Meal to Remember event, c21 developed the idea to live stream social media content posted with the hashtag #AMTR2015. MOWA showcased the live stream on a large screen during the event.