MISSION SUPPORT: Public Relations
In June 2021, as it was trying to return to normal during the ongoing COVID-19 pandemic, Boys & Girls Clubs of West San Gabriel Valley & Eastside (WSGV) – a community service organization serving 6,500+ youth and families annually – wanted to amplify the message that youth organizations in Los Angeles still needed donor support and funding.
WSGV selected Rocket Launch as its partner in raising awareness of the programs and services it provides for low-income youth and their families and creating a media relations strategy to garner additional donations and public support.
The Rocket Launch team developed a strategy centered around two key outcomes:
- Position WSGV as a premier nonprofit organization providing youth with essential food donations, vaccinations and health care service providers, mental health counseling, drug prevention, academic tutoring and advising, recreational sports, art, music, STEAM activities, and social connectivity at little to no cost; and
- Create regional awareness for WSGV, leading to new donations enabling the Club to expand its reach and further its impact in the community.
As a roadmap for the 12-month strategy, Rocket Launch outlined tactics to target specific audiences using SMART objectives, including securing media placements and interviews for WSGV’s chief executive officer, supporting WSGV-branded events that highlight the Club’s real-life impact, and helping generate $500,000 in donations.
The cumulative impact of the robust media relations plan Rocket Launch crafted and executed exceeded all expectations. Result highlights include securing about three times more earned placements than proposed resulting in nearly 500 million impressions in the LA and national markets and a multimillion-dollar donation from MacKenzie Scott after she saw WSGV on Good Day LA! Following the incredible results of the 12-month campaign, Rocket Launch recommended a maintenance program to continue the momentum, and WSGV happily agreed!
Additionally, Rocket Launch was honored by the Public Relations Society of America Los Angeles Chapter (PRSA-LA) with two PRism Awards – Media Relations, Not-for-Profit and Best Media Relations program overall – on October 13, 2022, for their excellence in communications and public relations work on behalf of Boys & Girls Clubs of West San Gabriel Valley & Eastside.