60th Anniversary
Organization
City of Dayton Human Relations Council
Industry
Government
What I Did
Social media, content creation, media relations, brand perception, advertising
Background
In 2023, the Human Relations Council celebrated 60 years since its founding. For the 60th anniversary, the organization wanted to highlight their achievements and history leading up to 60 years.
​
As the Public Affairs Intern for the organization, I was put in charge of leading the awareness campaign. I had two significant obstacles to overcome:
​
-
A lack of funding to raise awareness via advertising.
-
General misunderstanding of the value of the organization and what it provides for the community.
"[Lenny] would be an asset to any team and I am very fortunate to have been able to work with him, in some form, to help tell great stories about a great organization in the Dayton community."
Blythe Alspaugh, Staff Reporter at Dayton Business Journal
Process
First, I created a new media list of seven outlets with journalists that either had a relationship with the organization or myself.
​
From there, I worked on individual story pitches to each outlet. I tied events we have worked on that they covered, the reasons to highlight the history, or recent impacts that would be of interest to the journalist's audience.
​
Next, I planned out a smaller scale social media campaign to promote the anniversary.
​
Finally, there were three newspapers chosen to be potential hosts for an advertisement I would run to generate leads.
Results
71%
media placement rate for all news outlets that received a story pitch.
25,000
people reached through news stories, along with an extra 5,000 reached from a social media campaign.
5
news stories written about the 60th anniversary or documented on live air.
50
shares of social media anniversary content, growing Instagram by over 100 followers.
2
interviews secured relating to
inclusion and business development, highlighting the organization as a thought leader.
40
leads generated via advertising campaign.
Content Portfolio
Content Creation:
I developed a small social media campaign using organic social which highlighted various achievements of the organization.
​
-
Content creation sample links
​
Media Relations and PR:
Through concise and strong pitches, I secured placement in 5 local outlets for this campaign, generating tens of thousands of views and increasing website traffic.
​
-
Media placement links
​
Advertising Copy and Bidding:
I selected the Dayton Weekly News to host our advertisement due to the demographics of its readership being more likely to face discrimination in the city on account of race, increasing the odds of lead generation for the council's services.
​
​
Reporting and Project Management:
I managed this project from start to finish and lead all aspects of the campaign. I presented a report to staff and board to communicate how the project met KPIs and succeeded in the report linked below.