Media Relations
Case Study:
Media Coverage Highlights 12-Year-Old Millionaire and Credit Union’s Commitment to Youth Financial Education
It was a day 12-year-old Tyler will never forget.
To celebrate National Credit Union Youth Week, Credit Union of Johnson County hosted a “Millionaire for a Day” event to educate its youngest members on the importance of saving money and spending it wisely. By making deposits in their youth savings accounts, members were entered into a drawing to become a Millionaire for a Day – literally. More than 1,300 deposits were made during the week – a 61 percent increase over average weekly youth deposits – and Tyler’s name was drawn, making him the credit union’s millionaire. He received a one-day share certificate of deposit for $1 million and was able to keep the CD’s accrued interest, about $100. He also was greeted by U.S. Representative Dennis Moore from the 3rd District in Kansas; received a “Key to the City” from Lenexa, Kansas, Mayor Michael Boehm; was honored at a private lunch at his favorite restaurant, Red Robin; and received a limousine ride back to school, where classmates greeted him curbside.
The “Millionaire for a Day” event was an opportunity for Credit Union of Johnson County to increase its awareness among the community and highlight its commitment to youth financial education – and Margaret J. Blankers Public Relations Group was called upon to generate and manage media coverage of the event. MJB Public Relations Group went to work, first developing news releases and fact sheets, and then contacting editors and reporters at various news outlets and publications to pitch the story.
The results? MJB Public Relations Group secured media coverage that generated positive awareness of the credit union and its focus on financial literacy. Print, TV and trade media covered the event. The community’s largest suburban newspaper printed a front-page feature article, and the local ABC-affiliate promoted the story in its newscasts throughout the day and featured a segment on its 6 p.m. newscast. In addition, the three leading credit union trade publications published articles and photographs of the event.
Offering the comprehensive experience – and contacts with reporters – needed to develop effective media programs, MJB Public Relations Group is able to successfully generate and manage your company’s press coverage.
