Six weeks of intensive media relations efforts lead to recognition for Detroit entrepreneurship scene.
CASE STUDY:
VENTURE FOR AMERICA
Sarah Craft
Detroit Director
Venture for America
The 2019 fellows class was the largest class ever since Venture for America started its fellowship program in the city in 2012.
THE OPPORTUNITY
With less than six weeks before 29 Venture for America (VFA) fellows convened in Detroit to train for their two-year assignments working in local start-ups, the organization reached out to Dr. Amanda Holdsworth for assistance with media relations.
With the 2019 VFA class of fellows being its largest class ever, it was important for the Detroit chapter to raise awareness among local businesses, executives and potential placement sites.
04.
RECOMMENDATIONS REPORT
Developed an extensive report for future Training Camps that included recommendations for public relations, photography, social media, fellowship highlight templates, and specific timelines to ensure a steady stream of coverage.
03.
MEDIA RELATIONS
Secured key interviews with the most influential business reporter in Detroit, Chad Livengood, resulting in multiple mentions in Crain's Detroit Business including a feature article, several e-newsletter highlights to subscribers, and an interview on the Detroit Rising podcast. Also secured a feature article in the Jewish News.
02.
STRATEGIC PR PLANNING
In less than two weeks, developed a comprehensive strategic public relations plan, a customized media list targeting key Detroit business reporters, and crafted an outreach strategy for the Training Camp launch day.
01.
RESEARCH
Conducted interviews with VFA's director and board chair.
Researched past VFA Training Camp promotion including social media coverage.
Reached out to the national office to develop key relationships.
OUR APPROACH
THE RESULTS
Feature article in Crain's Detroit Business
Multiple Crain's Detroit Business e-newsletter highlights reaching 450K executives and decision makers
Interview for national CEO on Detroit Rising podcast
Feature article in the Jewish News
