Hope Beckham Inc.

Comcast

Comcast Cares Day
NATIONAL DAY OF SERVICE YEILDS NATIONAL PRESS

Situation:
As the agency of record for Comcast’s Atlanta Region, Hope-Beckham was charged with securing press to promote Comcast Cares Day in Comcast’s Atlanta footprint. During Comcast Cares Day, one of the largest single days of corporate volunteer efforts in the country, more than 1,700 Atlanta Comcast employees volunteered at 13 metro Atlanta locations to conduct beautification projects. Atlanta volunteers joined more than 50,000 Comcast employees across the U.S. for this national day of service.

In addition to Atlanta press outreach, Hope-Beckham was asked to secure national media coverage for Comcast CEO and Chairman Brian Roberts,

who joined Atlanta volunteers at the Dunwoody Nature Center in Dunwoody, Ga. – one of the 13 Atlanta partnering locations.

Approach:
Starting a month prior to Comcast Cares Day, Hope-Beckham targeted media in the areas where service projects were planned to take place. This was done to increase media coverage in the specific communities benefiting from Comcast Cares Day. Outreach included sending each reporter a personalized “Save the Date” package, which contained a Comcast branded paint can with a localized media advisory, information on the service projects taking place in their community and a Comcast Cares Day t-shirt.

Leading up to Comcast Cares Day, Hope-Beckham continued media outreach via phone calls with media outlets and drafting localized press releases to highlight the specific beautification projects taking place at each of the 13 Atlanta partnering locations. Finally, Hope-Beckham targeted national media located in Atlanta and offered them an opportunity to interview Brian Roberts in studio or live on site.

Results:
Hope-Beckham secured 18 media placements in key communities throughout Comcast’s Atlanta region with a total circulation of nearly 2.6 million. This surpassed the goal of 13 media placements set by Comcast.

In addition to local media stories, Hope-Beckham secured national coverage on The Weather Channel featuring live interviews with Atlanta Comcast executives and a live CNN interview with Brian Roberts, chairman and CEO of Comcast, as he volunteered at the Dunwoody Nature Center.