Gaining Statewide Visibility
Company
United Ways around Michigan fight for the health, education, and financial stability of every person in every community. Winning by living United. By forging unlikely partnerships. By finding new solutions to old problems. By mobilizing the best resources. And by inspiring individuals to join the fight against their community’s most daunting social crises.
PROJECT
The Michigan Association of United Ways, which serves approximately 60 local United Ways throughout Michigan, has gained tremendous statewide visibility in recent years through the multi-year release of a report on the state’s Asset Limited, Income Constrained, Employed (ALICE) population. Lambert served as the driving force behind the communications and media relations efforts surrounding the release of each report.
Lambert’s efforts involved engaging and leveraging voices of the ALICE population, working in advance of the release with targeted media, and orchestrating a statewide release of the report.
TACTICS
- Draft report launch materials, including press release, FAQ, letter to the community, report overview, talking points and media advisory
- Coordinate press conference, featuring United Way, legislators and corporate leaders, as well as an ALICE spokesperson
- Develop targeted list of statewide media and distribute embargoed report release, followed by post-event release and photos
- Develop template release to be localized by participating United Ways across the state
RESULTS
The announcement has resulted in widespread print, broadcast and online media coverage each year. In the first month following the 2019 report release, 42 news articles and clips reached a potential 2.5 million unique visitors across the state. The report has become a lens for news coverage and even statewide legislative campaigns in the years since its first release.
