PGA HOPE Public Relations Campaign
PGA HOPE is the flagship military program of PGA REACH, the PGA of America’s charitable foundation. PGA HOPE is a 6-8 week golf instructional program that introduces the game to Veterans with disabilities in order to enhance their physical, mental, social and emotional well-being. Golf has become a therapeutic part of the rehabilitation process for many Veterans with disabilities and PGA HOPE is a proven activity that has helped thousands of Veterans assimilate back into their communities through the social interaction the game provides.
Objective:
MC was tasked with helping to create and establish the profile, while driving mass national and grassroots awareness for the PGA HOPE program, while using positive PR to inspire more Veterans with disabilities to get active again.
Campaign:
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With PGA Professionals serving as instructors for HOPE programming, MC coordinated media participation and coverage at PGA Professional training sessions to effectively showcase the time and effort that goes into a program that ensures all PGA professionals are comfortable instructing Veterans with disabilities.
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MC arranged for media to attend/cover actual PGA HOPE sessions in multiple markets nationwide, while interviewing Veterans that have been positively impacted by the program.
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MC developed unique human interest stories within the program that highlighted military Veterans who are thriving thanks to their participation in PGA HOPE programming.
Results:
MC’s highly successful campaign, which continues in 2017, has generated more than 100,000,000 media impressions nationwide, and is highlighted by segments on Fox & Friends, WNBC-TV NY, WTMJ-NBC-TV Milwaukee, MyFox-TV Boston, KSTP-TV -ABC- MN, KCTV- CBS KC and broadcast affiliates in key markets across the US. Additionally, MC secured feature stories about the program in the Military Times, Palm Beach Post, Miami Herald, Journal News, Bradenton Herald and Golf Digest, among others.