Challenge/Goal: A recent study called The Status of Girls in San Antonio* revealed stunning facts about the state of Latina and Black girls: 25% live in a home without a computer, three in five say school has a negative impact on their mental health, and for every $1 earned by a White household with a girl, a Latina household with a girl makes 56-cents. For Black households with a girl, it is 53 cents. Girls Inc. of San Antonio is helping to change that. Since its inception over 30,000 girls have been involved in strong, bold, and smart programs with over half of them coming back multiple times.
GDC was asked to help the Girls Inc. of San Antonio with the grand opening of the new Harvey E. Najim Girls Inc. of San Antonio campus. Specifically, we were tasked with the government and public relations, ensuring dignitaries knew about the campus and attended the grand opening and that media outreach– both traditional and social influencers– covered the grand opening.
Our Approach
Working with the Girls Inc. leadership, we determined which city and county leaders should be well represented at the event. Then, we leveraged partnerships to educate and invite leaders to attend the event and take a private tour of the facility to better understand the new reach and programming available with the new, expanded location.
Third-party validations from media outlets and influencers help provide third-party credibility and expand the reach and frequency of the Girls Inc. mission. GDC created press releases, media advisories, calendar listings, talking points, run of show and emcee/event speaker scripts for the event. Then, worked with the media who attended the event to get key interviews and images to support the stories.
Result
An overflow crowd of more than 200 people attended the grand opening event, including the Mayor of San Antonio, city council members and several county elected officials, three private tours were scheduled for city and county officials who could not attend and more than $572,000 in earned media value with more than 14 million impressions were garnered for the grand opening.
