Case Study
The Make-A-Wish Foundation of North Texas
The Make-A-Wish Foundation of North Texas came to The Powell Group in 2008 with a wish of its own to generate awareness about the Foundation and its mission to grant the wishes of children in North Texas fighting life-threatening medical conditions. The organization enjoys a very positive profile but awareness had decreased and many potential donors and media misperceived the non-profit's mission — thinking wishes were only for terminally ill children, when in fact many lead long, happy lives.
The Powell Group recommended a consistent and educational message about Make-A-Wish to be told through positive media coverage for the Foundation's annual events — Wish Upon a Par golf tournament, Race for Wishes 5k and fun run and Wish Night gala — and the chapter's inaugural Wish 100, 60-mile bike rally. The Powell Group created interest by focusing messaging on three key areas: the Foundation's mission and leadership, its events, and most importantly, the children and families it benefits. In addition, The Powell Group created a community news hook for Wish 100 by securing participation of four North Texas mayors to collaborate and ride together in a relay team at the event.
The Powell Group garnered approximately $800,000 in publicity value and more than seven million impressions through event coverage and human interest stories about children's wishes and the positive impact a wish can have on a child's health. The media coverage served to educate audiences on the Make-A-Wish mission and raised awareness of the organization to overcome lower attendance expectations due to the challenging economy. The Make-A-Wish Foundation of North Texas increased attendance at each event and had an impressive turnout of more than 1,400 participants at the inaugural Wish 100.
Media highlights included a continuing guest blog and coverage in The Dallas Morning News, executive profiles in Dallas Business Journal, a bike race with the hosts of the Dallas ABC affiliate's "Good Morning Texas" and even juggling appearances by a wish child and former Dallas Cowboy, Darren Woodson on Dallas FOX affiliate's "Good Day".
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