COMMUNITY RELATIONS

SJ Public Relations launched a national public relations campaign to drive awareness of Anheuser-Busch’s sponsorship of The National Hispanic Scholarship Fund (NHSF).

OPPORTUNITY

As the principal corporate sponsor of the National Hispanic Scholarship Fund (NHSF), Anheuser-Busch Companies sought to raise widespread awareness and support of its efforts to promote higher education within the Hispanic community.

SJPR jointly developed over arching goals to:

  • Increase the visibility of the NHSF among the top-ranked business leaders in the Chicago market
  • Secure the commitment from leading corporations to provide additional financial support to the NHSF
  • Showcase Anheuser-Busch Companies’ corporate leadership role and its contributions to education/NHSF
  • Set base for future contributions to the NHSF and overall support of its fundraising activities

STRATEGY

Develop a series of special events that attract national media coverage and corporate financial support and participation.

SJPR hosted an exclusive VIP reception for a predetermined list of target corporate leaders. This event was designed to formally introduce Anheuser-Busch Companies’ historical dedication to the NHSF, and solicit a personal commitment for the its first-ever U.S., Chicago Chapter.

We then organized a celebrity golf outing as the vehicle to generate both media coverage and additional financial contributions in a fun, enjoyable and casual setting. SJPR orchestrated a pre-tournament press conference featuring participating sports celebrities and key Anheuser-Busch Companies executives and developed a special public service announcements that aired on both general market and Spanish-language media.

RESULTS

The well-attended VIP reception successfully assisted Anheuser-Busch Companies in recruiting numerous top executives to pledge their support to the Chicago NHSF Chapter and its fundraising activates. The Celebrity Golf Tournament – a first-time event in Chicago – culminated as the most successful sports outing ever held in the six-year history of Anheuser-Busch Companies’ annual NHSF golf tournament series, which takes place in a total of 26 U.S. markets, including Puerto Rico. With SJPR’s detailed assistance and media relations expertise, the event raised a record-breaking $72,698 for the NHSF.

The widespread press attendance and coverage of the tournament, generated a total of 5,501,912 gross impressions