CASE STUDY
Georgia's Own Credit Union
Earning media coverage for doing good
Georgia’s Own Credit Union wanted to do something special for its 85th anniversary. The financial institution had just installed a large digital sign atop the 100 Peachtree tower and was eager to amplify its community-giving efforts. Georgia’s Own hired The Wilbert Group to strategize a feel-good PR campaign that would highlight its anniversary, utilize the new sign and position the company positively in the minds of current and future customers.
Wilbert devised “85 Acts of Kindness,” an ambitious, yearlong campaign featuring 85 initiatives, both big and small, that could sustain a consistent drumbeat of positive publicity. To create a roadmap, we researched potential news pegs we could tap, including an audit of national and social media holidays. We also knew it was important to follow the media narrative and act quickly when “news of the day” opportunities presented themselves.
For example, in January 2019, the trending story was around the government shutdown and the workers who were struggling without a paycheck as a result. The TSA workers at the Atlanta airport were one of the largest groups of workers impacted in the region. We reached out to the TSA and learned about an unexpected challenge: employees were struggling to drive to work because they couldn’t afford gas. This learning informed our first act of kindness. Georgia’s Own would give away 8.5 gallons of gas to TSA workers at a gas station near the airport. The stunt earned the attention of all local broadcast stations, print reporters, as well as national media, including CNN, Fox News and The New Yorker. Shots of Georgia’s Own’s CEO pumping gas for grateful workers filled TV screens. This was the first of many acts of kindness, ranging from Tax Day popsicle giveaways to Teacher Appreciation Week treats.
For all of our acts, we thought about ways to connect the number “85,” whether it be 8.5 gallons of free gas, 850 free popsicles or $850 gift cards for school supplies. Using the number in a purposeful way ensured the story of Georgia’s Own’s 85th anniversary was present in the media coverage. We were also strategic in thinking about the visuals associated with each act. Presenting a large check was not enough to attract media attention.
By hosting visual, creative and timely acts of kindness throughout the year, we were able to generate a steady drumbeat of media coverage. In 2019, we secured nearly 50 media hits and the positive sentiment of the media coverage jumped to 41% compared to 18% in 2018. Georgia’s Own also now had the largest share of positive coverage of any of its competitors. Our results led to an ongoing relationship with Georgia’s Own, even after the anniversary campaign ended. We continue to execute feel-good media relations efforts on their behalf, as well as thought leadership, PR for company milestones and Facebook Live interviews that address common customer questions.
Positive Sentiment Increase
23%