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Media Relations Campaign to Launch a New Family Area for a Nonprofit Organization, The American Public Gardens Association

The Opportunity

National Public Gardens Day (NPGD) is an annual celebration of the country’s public gardens and outdoor spaces presented by the nonprofit American Public Gardens Association (APGA) and Rain Bird, the leading manufacturer and provider of irrigation products and services. The event, which takes place in May, showcases the leadership of both organizations in building awareness about the need for conservation and environmental education. Belfort Group (BG) partnered as the local Boston firm for the Pollack PR Marketing Group, who spearheads the national and local market NPGD campaign.

The Strategy

BG developed press materials, including pitches and press releases, and leveraged relationships with local and regional long-lead, short-lead print and online media, including consumer outlets and parenting media, to drive awareness of NPGD as a family and kid-friendly way to celebrate Mother’s Day, the unofficial start of summer. BG secured Massachusetts State Senator Karen Spilka to speak at the ceremony. The New England Wild Flower Society invited local mommies groups and homeschooled students to attend the grand opening and be among the first to experience the family activity area.

The Result

BG secured six placements and 27 calendar listings, totaling 9 million impressions for the NPGD and New England Wild Flower Society partnership and event. The one-time special event was a success, with over 40 visitors to the Garden in the Woods, including families, nature-lovers and mom groups, in attendance. Prominent placements included: Boston.com ParentBuzz Blog, Boston Globe West, Boston.com, Improper Bostonian, MetroWest Daily News, Worcester Telegram-Gazette.