How do you celebrate 100 years of life-changing service across Central Alabama?
Bring the community together for a large celebration and commemorate the 100-year legacy with dedicated community projects across your footprint.
Opportunity
For United Way of Central Alabama (UWCA), celebrating its 100th anniversary in 2023 signaled an opportunity to not only highlight its own achievements but engage the communities it has diligently served for over a century.
Execution
Phase 2: Centennial Roll Out
Our team generated a steady drumbeat of media coverage leading up to UWCA’s Centennial Celebration through supporting a series of three significant milestones: 1) the initial Centennial announcement, 2) the first of several community park groundbreakings across the organization’s footprint and 3) a community-wide celebration at CityWalk.
Phase 1: Communications Planning
Peritus began our partnership by creating a comprehensive communications strategy to align with UWCA’s existing marking plan. Our team drafted a collection of core messages to weave through talking points, media materials and creative assets. Next, we developed a media strategy that shared history and highlights throughout the organization’s tenure to build excitement around the celebration event and the next 100 years of service.
Impact
Our media efforts helped amplify UWCA’s impact across three media pushes, generating 61 media placements/mentions and 17+ million media impressions. Stories successfully highlighted UWCA’s history and highlights during the Centennial celebration, community groundbreakings at Franklin Park in Tarrant and the CityWalk event.
17 million+
MEDIA IMPRESSIONS
61
MEDIA PLACEMENTS & MENTIONS
Our United Way of Central Alabama has been the forefront of driving positive change, tackling social issues and uniting our communities through a common goal of fighting for health, education and financial stability for every person in our community throughout the years. Our plan for United Way and our partner agencies is to provide services for more than 1,200 locations throughout Central Alabama to ensure that communities with limited resources gain the access they need to food, housing and health care.”
— Dow Briggs, M.D., United Way of Central Alabama’s 2023 Campaign Chairman
