La capsula Informativa: How an Integrated Communications Strategy Helped Hospice of Michigan’s Annual Barley, BBQ and Beats Fundraiser Become a Sizzling Success

With the trio of spring dates complete, Barley, BBQ & Beats welcomed nearly 3,000 loyal supporters and new friends to successful events in Detroit, Grand Rapids and Cadillac – all to benefit Hospice of Michigan’s Open Access program. While Franco was primarily responsible for media relations, social media and digital efforts, the team worked collaboratively with the client on the integrated communications program.

By leveraging the power of digital advertising, campaigns generated over 400,000 impressions and nearly 10,000 clicks in just three months. Ad content on Facebook resonated with the target audience and proved its relevancy by garnering an engagement rate of 35%.

Thanks to our integrated communications strategy that included earned (media relations), shared (organic social) and paid (digital and traditional advertising) tactics, two out of the three spring events sold out before their campaigns finished running in market.

Franco’s media relations efforts earned a total of 97 pieces of coverage in the 66 days between the tickets on sale announcement (March 15) and the Cadillac event (May 19). This includes Barley, BBQ & Beats mentions and interviews from media outlets across the state, such as FOX 2, CBS Detroit, The Detroit News, FOX 17, WOOD-TV, The Cadillac News, 9&10 News and more.

And in true Barley, BBQ & Beats fashion, even the interviews promoting the events were fun – highlighting Barley through cocktail segments, BBQ through cooking segments and Beats through music segments.

Barley, BBQ & Beats will return with fall events in Ann Arbor, Traverse City and Alpena.

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