The Client
Newgate School is a Minneapolis-based nonprofit providing underserved young adults with tuition-free training in automotive repair for more than 45 years. Community-donated vehicles are resold or donated to local single moms throughout the year through the Wheels for Women program.
The Services
The Goal
Each year, Newgate Schools and its partners donate 12 vehicles to local single mothers for its 12 Moms of Christmas event. To encourage more community vehicle donations and support for its year-round Wheels for Women program, Newgate needed to spread the word about its full suite of incredible community-building services.
Newgate School’s model is truly unique in its approach and impact. To better tell this story, we developed an event communications plan that centered Newgate School as an organization in addition to the event itself. This included:
- Key messages that spotlighted Newgate School, its impact and the need for community vehicle donations to maintain their nonprofit model
- Pre-event TV segment pitches and day-of media outreach and coordination
- Professional event photography featuring Newgate staff and local moms receiving gifts
With pro bono support from Goff Public and event partners, Newgate School landed nine significant media placements across print and TV, including WCCO, KSTP, KARE 11, and a front-page article and photo in the Star Tribune.
Our PR efforts translated into more than 400 applications for the Wheels for Women program – demonstrating the power of earned media and the ongoing need for vehicle donations to support these moms in the community.
4.1 million
Total potential people reached through media coverage
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