Casa Dos Alas Case Study
OBJECTIVE
Launch Casa Dos Alas and build awareness of the non-profit. The non-profit launched with an inaugural fundraiser called Noche en Jalisco, an immersive tequila-tasting event.
CHALLENGES
Create a narrative for the new organization, educate Northwest Arkansas on why focusing on Hispanic communities is necessary.
SOLUTION
AM Group announced Casa Dos Alas and its mission. Following a week of press mentions and interviews, the first event was launched, Noche en Jalisco. Following the event the legitimacy of the nonprofit was established through earned media placement.
Execution
Media Outreach
Our targeted media outreach, executed over a four-month communications plan, included event listing and calendar management, coordination of interviews and features, media coordination at the event, and post-event coverage facilitation.
Community Partnerships
We targeted Univision, NWA Daily, and KNWA to establish relationships for coverage early on in the announcement process. These platforms alone shared about Casa Dos Alas and Noche en Jalisco 12 times through press mentions or interviews. We also distributed a press release in partnership with NWA Food Bank, Casa’s partner, to highlight the organization's collaboration.
Results
Media Coverage
Our efforts resulted in 24 press hits, achieving significant positive sentiment and generating substantial impressions.
Event Success
The event drew about 500 guests who left with a deeper understanding of the nonprofit's mission and the tequila-making process.
24 Articles Published
818k+ Unique Readers
$284k+ Editorial Value
Conclusion
Consistently garnering press coverage to establish brand recognition within the NWA community and the Hispanic community in the region, AM Group has set a strong foundation for Casa Dos Alas. Our strategic communication efforts have helped build credibility and awareness, ensuring a promising future for the organization as it continues to host fundraising events and establish more partnerships in support of its mission.