earned media placements
average social engagement rate
For over 30 years, MANNA (Metropolitan Area Neighborhood Nutrition Alliance) has been providing nourishing, medically-tailored meals to individuals battling serious illnesses. The organization and its CEO have long been in view of regional media but mostly associated with events like their annual Pie in the Sky fundraiser. MANNA is more than pies – their life-saving mission supports the larger Food is Medicine movement which recognizes the tangible impact of food on a treatment plan. Our program was designed to leverage tactics across the PESO model to better position MANNA as a national thought leader to generate more brand awareness and support a stronger donation pipeline.
Our approach combined the full PESO model: earned media relations and awards, paid media, social media, and an external newsletter all designed to support greater storytelling opportunities with core audiences of prospective clients, volunteers, and donors. Media relations and social media efforts balanced promotion of MANNA’s regular events with meaningful thought leadership to raise the organization’s profile to a national level. To maximize measurable impact, PR and social efforts were in concert with a brand new, emotion-driven creative campaign and strategic paid media buys.
Since the program began in October 2021, earned media coverage surpassed annual goals by 300% and achieved a strong balance of regional and trade coverage – elevating MANNA’s profile to a national stage. As the Food is Medicine movement has gained national traction, MANNA’s CEO Sue Daugherty has been prominently featured in thought leadership pieces on the subject. Social media engagement rates for the program surpassed set goals and all platforms saw consistent follower growth. Leveraging new, emotion-driven creative from Nucleus, paid media tactics including WXPN radio, Instagram/Facebook ads, and targeted display have driven strong audience engagement with over 20K pageviews and 14K new users on MANNA’s site since the launch of the campaign.