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Thrivent Builds Publicity Newsletter Archive
April 2007
- The Duluthian Recipe for Media Outreach
- Tools you can use: Op-ed Template and Affiliate Monthly report
- March Media Watch
- What's new on www.thriventbuilds.com
- Feedback
- Newsletter Archive
The Duluthian Recipe for Media Outreach
Thrivent Builds projects and events remind area residents of the wonderful work you are doing in your community. Sharing your story through the media can:
- Teach others in the business community how strong supportive relationships—like the Thrivent Builds with Habitat for Humanity alliance—can make a real difference.
- Increase your supporters and make a bigger impact.
- Strengthen your image in the community as an important provider of affordable housing and community change.
One Habitat affiliate and Thrivent Financial chapter understand how to use Thrivent Builds to support their goals. They worked together to create a remarkable public relations effort for the Thrivent Builds Mobile visit to Duluth, Minnesota, on March 30 and 31. Highlights of their plan included the following:
- Donated billboard space was obtained due to a positive relationship with a local company. The billboard featured the Thrivent Builds Mobile from March 15 through the weekend of the visit. See attached graphic.
- Radio ads were purchased for eight days prior to the event.
- 2" X 7" ad was placed in Living Stones News, a monthly Christian publication.
- 2" X 7" ad was placed in Budgeteer News, a weekly newspaper, 49,500 circ.
- An ad was also placed in the Duluth News Tribune, a daily newspaper, 40,919 circ.
- Other ads were placed in community newspapers including Hermantown Star, Proctor Journal, UMD Statesman (University publication) and Manney Shopper.
- Articles about the visit were published in several newsletters, including "The Builder" (First Lutheran Church), "Synod Reflections" (Northeastern MN Synod, ELCA), and the Duluth Chapter of Thrivent Financial newsletter.
- Numerous Web sites announced the visit, some in conjunction with printed materials, others as stand alone announcements.
- 100 posters were placed in prominent areas around the city.
- 50 VIP invitations were mailed to special invitees, with at least one organization forwarding the list to its entire email list.
- 15 media kits were hand-delivered to media outlets. As a result, the Duluth News Tribune and the Budgeteer News published detailed articles about the Mobile visit and the Thrivent Builds alliance.
- Bulletin inserts were delivered to 26 (of 35 possible) Lutheran congregations, asking that they include the insert for two consecutive weeks.
- All Duluth churches, regardless of denomination, were mailed a black and white printed poster.
- The OpEd template from Thrivent Builds Resources was completed and submitted to the Duluth News Tribune and to Budgeteer News. Both newspapers printed the item.
While Duluth’s media outreach efforts were nearly flawless and resulted in more pre-event media coverage for the Mobile than we have seen to date, Mother Nature conjured up some wickedly cold and miserable weather for both days of the visit. This led to a low number of visitors for both days. But the quality of the experience for those that did attend was definitely high.
"What a great way to spread the word of poverty housing," remarked one visitor.
"This educational trailer was extremely impactful and I'm glad my kids learned something new today," said another.
Even though the visitor count was not what Duluth had hoped it would be, they were still able to reach thousands of people through their promotional campaign. Because of the reinforcement of the key messages coming from so many different venues, readers and viewers were reminded time and time again of not only the visiting exhibit, but also the great work that HFH-Duluth and the Duluth Area Chapter of Thrivent Financial are doing on an on-going basis.
Tools you can use: Op-ed Template and Affiliate Monthly report
Op-ed Template
Looking for a cost-free way to get the word out about Thrivent Builds with Habitat for Humanity? Use the new op-ed template you can customize with your local information. Op-Eds are short articles—usually about 750 words—written for the newspaper's Editorial section. The name "Op-Ed" stands for either "Opposite the Editorial Page" or "Opinions and Editorials," depending on which definition source you believe. An important point to remember about Op-Eds is that most policymakers read them religiously. They are an important way for them to track issues that are important to their constituents.
Affiliate Monthly Report - Excel version
A wonderful volunteer has created an Excel version of the Affiliate Monthly Report - which feeds into the monthly Project Status Report. If you work with Habitat affiliates who would prefer Excel to Word for their monthly reports, please let them know this version is now available.
March Media Watch
While large media hits (greater than 50,000 print circulation or greater than 100,000 estimated TV audience) have been fairly strong since the beginning of the year, the total number of hits is down substantially. March of 2006 resulted in 184 media hits across the nation while March of 2007 is only at 141 - more than a 20 percent drop.
Because there are more Thrivent Builds homes under construction in 2007 and more affiliates working with their local Thrivent Regional Financial Office (RFO), it seems reasonable to expect that more media hits would naturally follow. For reasons that are still elusive, that has not been the case. We know that affiliates, RFOs and Thrivent Chapters are working hard to garner more media and we appreciate all your efforts! We're still hoping to surpass last year's media achievements and we thank you for all you do as we work together toward that goal.
Following is a list of just some of the large hits that we received in March:
March 6, USA Today, Washing, D.C., "...Lutheran churches in Berks County are loooking for about 500 volunteers to help build four houses with Habitat for Humanity. The financial firm Thrivent Financial for Lutherans is contributing $257,000..., 2,269,509 circ.
March 8, Des Moines Register, Des Moines, IA, "Partnership to help revitalize 2 DM areas," 147,701 circ.
March 9, The Oregonian, Portland, OR "Habitat for Humainty event: Visit the Thrivent Builds Big Red Truck...," 310,803 circ.
March 22, Spokesman Review, Spokane, WA, "Habitat project under way on East Boone Avenue," 93,089 circ.
March 25, The Gazette, Cedar Rapids, IA, "Iowa Valley Habitat breaks ground today," 74,538 circ.
March 26, Ventura County Star, Cararillo, CA, "In Brief: full county Thousand Oaks CLU team will build houses in El Salvador," 85,972 circ.
Read the entire March media report (Word, 383K). If you had media successes that are not listed in the report, please send them to Cheryl Winget at cheryl.winget@thrivent.com.
What's new on www.thriventbuilds.com
Thrivent Builds Mobile - Tour Photos
See photos from the recent Thrivent Builds Mobile tour stops and read quotes from visitors about their experience.
Feedback
Is this newsletter helpful to you? Do you have additional ideas for articles you'd find helpful? Please send your feedback to Nicole Doebert.
Newsletter Archive
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