Randle Communications Takes Home Impressive Wins During 2017 CAPPIE Awards
Randle reflects on a night to reward Sacramento public relations agencies and local leaders whose work delivered exceptional performance and innovative approaches.
Randle Communications (Randle) was honored to take home three prestigious awards during the 30th Annual CAPPIE Awards, hosted by the Sacramento Public Relations Association. Randle took home the gold in the Pro Bono Special Event category, and brought home two silvers for Best Media Event or Press Conference and Political Public Relations Program.
Gold: Pro Bono Special Event (Ethan Cleans Up)
In July 2016, Randle teamed up with Make-A-Wish® Northeastern California and Northern Nevada (Make-A-Wish) and Waste Management to grant a six-year-old boy named Ethan Dean, who has cystic fibrosis, with his wish to be a garbage man for a day. Ethan was given the opportunity to conduct his own garbage route around Sacramento in a personally-branded garbage truck, making stops along the way to pick up garbage and learn about recycling, reducing and reusing. His day culminated with a press conference at the California State Capitol, where Ethan was given a key to the City of Sacramento and a proclamation from the governor for his work to clean up the city.
The day Ethan “cleaned up” Sacramento was unlike any other day in the city. An entire community came together to rally behind a little boy with a simple wish, to be a garbage man for a day. Randle created a strategic plan to pitch, and promote the event by developing branding materials and tactics to ensure a tremendous turnout the day of the event.
As a result, Ethan’s story was picked up more than 2,500 times throughout the nation and around the world with an estimated publicity value of $4 million, including stories by major print publications like The Associated Press, The Huffington Post, The New York Times, People Magazine and The Boston Globe, as well as stories on major network television websites including CNN and Fox News. Nearly 3,000 tweets from local elected officials, media outlets, community leaders and community members made #EthanCleansUp a national trending hashtag and garnered more than 27 million social impressions. Given the widespread media coverage, Ethan and the Sacramento community were also featured as ABC World News Tonight’s “Person of the Week” for the last week in July.
Silver: Media Event or Press Conference (Golden 1 Credit Union Celebrates Opening of Golden 1 Center Branch)
Since Golden 1 Center officially opened its doors in October 2016, the facility and surrounding development has become a catalyst to transform Sacramento into the next Great American City. In addition to being the naming rights partner for Golden 1 Center, Golden 1 Credit Union opened one of the first businesses, a new branch, in the new Downtown Commons (DoCo), demonstrating Golden 1’s commitment and dedication to its members and the Sacramento region.
Randle teamed with Golden 1 Credit Union to make the grand opening of its Center Branch more than just a ribbon cutting. Together, Randle and Golden 1 Credit Union made the Center Branch opening a tremendous success in terms of attendance, programming, and earned media coverage. Randle promoted the event, resulting in a total of 10 media hits in print and broadcast outlets across the Sacramento region, with a reach of more than 500,000. Local broadcast affiliates, including KTXL-TV (FOX), KMAX-TV (CW), and KOVR-TV (CBS), featured strong, brand-centric coverage of the grand opening and ribbon-cutting ceremony, including live interviews with Golden 1 President and CEO Donna Bland and Center Branch Manager Daniel Collis.
In addition, KFBK-AM and KFBK.com covered the ceremony. The press release drafted by Randle was also picked up by Credit Union Insight, a top credit union trade publication, highlighting the opening to national, industry-specific audiences. The Center Branch also received notoriety locally, featured in the Sacramento Business Journal on its “Coolest local offices in 2016” list in November 2016. The successful event helped to reaffirm Golden 1’s position as a financial and community leader in the region.
Silver: Political Public Relations Program (Proposition 52 Coalition Campaign)
In an effort to make permanent a hospital fee program that helps fund Medi-Cal, the state’s subsidized health care program for low-income residents, Randle and California Hospital Association worked together to develop a strategy to build and mobilize a broad and diverse coalition in support of Proposition 52.
Randle collaborated with the campaign team to develop a comprehensive outreach list, identifying target organizations that either by name, size or reputation could serve as critical third-party validators for the campaign. To successfully build the coalition, the team understood that different messages would appeal to different audiences, requiring appropriately tailored message points and collateral materials to address priorities and concerns of each organization’s constituency.
Randle also knew that, in addition to traditional earned media coverage, newspaper editorial board support was critical in terms of voter education and influence, and pursued an aggressive schedule of editorial board meetings well in advance of the election.
The campaign was a resounding success. Randle was able to develop a support coalition unprecedented in California electoral history. More than 1,000 organizations and leaders signed on in support, including non-traditional allies like business and labor, Republicans and Democrats, urban and rural groups, and hundreds of hospitals, doctors, dentists, nurses and clinics, in addition to community leaders, elected officials and community-based organizations representing children, seniors and the disabled.
Randle was able to leverage effective use of this coalition by developing specific message points for different groups, and by working with coalition members to arrange speaking engagements and interviews. Randle also worked with our partners to obtain authors and place numerous opinion-editorials in newspapers up and down the state.
Randle also was able to secure, working with the campaign, the endorsement of every major newspaper in California, including the Los Angeles Times, San Francisco Chronicle, The Sacramento Bee, San Jose Mercury-News, the San Diego Union-Tribune, and the Los Angeles Daily News. Spanish-language dailies La Opinión and Hoy Los Ángeles also endorsed. A total of 40 newspaper endorsements were tallied by the Proposition 52 campaign.
The widespread support from the coalition and newspaper editorial boards secured by Randle allowed the Proposition 52 campaign to accurately frame a narrative that, in a polarizing election year, support for the measure was virtually unanimous. When the votes were counted, Proposition 52 won by a remarkable margin, with 70.1 percent of voters saying yes.