Sara Lee partnered with SJ Public Relations to raise awareness of its corporate responsibility initiatives among general market, Hispanic and African American consumer groups.
OPPORTUNITY
Sara Lee Corporation sought to raise awareness of its corporate responsibility among the general, Hispanic and African-American Consumers by leveraging its patronage for the arts.
SJPR was selected to promote the traveling landmark pre- Columbian art exhibition, “The Ancient Americas: Art from Sacred Landscapes,” while highlighting Sara Lee Corporation’s role as the exhibition’s principal corporate sponsor.
The exhibition was by far the largest ever brought to the U.S. and it showcased pieces from just about every country in Latin America.
Recognizing the lack in educational outreach programs targeting Chicago’s inner-city youth we created a major component targeting Chicago’s inner city grammer and High Schools to further their education while broadening their knowledge of their rich heritage and culture.
STRATEGY
National Corporate Awareness. SJPR developed a Total Market multimedia campaign including paid advertising for the exhibition and a multi-media driven public relations program to promote the exhibition, the inner city youth outreach program, and Sara Lee’s sponsorship role,.
We developed 7 different 15 sec English-Spanish executions of TV and Radio ads with Client ID, and partnered with the stations to run them as paid and PSA’s.
Additionally, we also placed direct response print ads which offered readers a free Ancient Americas commemorative poster courtesy of the Sara Lee Corporation.
We developed an elaborate press kit for the exhibition, which was sent to major local and national media, and orchestrated a constant flow of bilingual Press Releases featuring various stories of interest about the exhibition.
To maximize the exposure of, and interest in the exhibition, SJPR worked closely with local and national members of the media, foreign consulates, politicians, educators, and business and community leaders to attract over 1,000 attendees to various Sara Lee VIP receptions. To commemorate the occasion, we developed a “colossal” commemorative poster for the exhibition, which was disseminated to over 1,300 selected target public representatives
STRATEGY Cont.
Youth-Targeted Public Relations SJPR targeted Chicago’s top Multicultural elementary and high schools with a special educational program related to the traveling landmark art exhibition.
We developed The Arte Nuestro Awards program, which encouraged students in grades 5-12 to visit the exhibition and express their personal interpretations of the art through one of the following forms of artistic expression:
Essay
Craft
Graphics (painting and drawing)
Bilingual promotional materials for the schools’ use in encouraging student participation in the program was developed and Students participating in the art contest were bussed to the Art Institute to see the exhibition.
We organized a Grand Prize Judging Committee of prominent artists and business and community leaders in Chicago to select six winning students from among more than 85 entries received.
RESULTS
- SJPR generated over 40 million gross impressions and 1.2 MM in media value
- Record attendance of media representatives at the opening reception press conference luncheon
- Raised local and national awareness of Sara Lee Corporation’s support of the arts and culture and maximized their responsibilities within the communities
- Winning students honored at an intimate awards ceremony dinner where they were honored by Sara Lee in front of family, friends, and faculty
- Sara Lee became part of the Chicago Public School System’s day-to-day curriculum, generating 30,000 direct, lasting impression
- Six winning students received $500 cash award for themselves and an additional $500 cash awarded for their school
- Students artwork displayed in the Bertonini Galllery
- Our program earned a 1993 Publicity Club of Chicago Silver Trumpet Award for distinguished achievement in public relations.
