Master Class #31: Giving Back
The best way to make a great point is through a story. So, for this Master Class, let's tell one. Sit back and enjoy...
Once upon a time, in a town very close to you, Jaffe represented a struggling toy company that focused on selling eco-friendly toys. We won't mention the company name, as bankruptcy loomed.
Desperate to turn their fortune around, Jaffe created a PR campaign called "Toys for Trees." The idea was simple: for every toy purchased, the company would plant a sapling in New Jersey. We connected the company with a non-profit environmental group to ensure the trees were planted in areas that needed reforestation.
The campaign kicked off with news stories of children planting saplings. We threw in some social media buys, SEO and retargeting, urging influencers to join the cause. The campaign created an avalanche of online support. News outlets picked up the story, showcasing the company's commitment to environmental stewardship.
Within weeks, the company reported a surge in sales. Parents were not only delighted with the high-quality toys but also with the opportunity to teach their children about the importance of trees, especially with such widespread concern about unabated climate change. "Toys for Trees" quickly transformed the company, earning accolades, awards, and a renewed sense of purpose.
The PR campaign was not about selling a product. It was about offering a vision of a brighter, greener future. We showed that the right communication strategy can not only save a company, but also help the environment in a lasting way.
And the company lived happily ever after.
The End.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
