MSI client leverages multi-layered marketing effort to launch Alumni and Friends Club
MSI’s client Boys & Girls Clubs of America (BGCA) has more than 16 million Club alumni, that means nearly 1 in every 19 Americans is a Club alum. BGCA wanted to reconnect Club alumni and help them to re-engage with the nearly four million active Club kids today across the 4,200 Clubs nationwide.
MSI joined with BGCA to launch their Alumni & Friends Club with the help of Club alumni Shaquille O’Neal, who was featured in their PSA, and Evander Holyfield, who acted as spokespeople for the alumni program. In conjunction with the PSA and PR effort, BGCA also launched a high-profile social media effort with alumni from Jennifer Lopez and Nick Cannon to Queen Latifah and Kerry Washington featuring the hashtag #BGCalum.
During the Alumni Club launch MSI helped BGCA to receive more than 173 million impressions in earned PR coverage in major media outlets including Forbes, The Huffington Post, CBS Sports and nationally syndicated stories on NBC Radio and Reuters. Also, MSI supported BGCA throughout the Alumni launch across their social platforms and engagement and impressions went through the roof!