Better ATX
CLIENT:
Better ATX
INDUSTRY:
Community service, retail
SERVICES:
Media Relations
SITUATION
Better ATX, formerly Assistance League of Austin, rolled out its new brand and announced the re-opening of its retail store, Thrift House, after a full renovation. The former name was very well known in Central Texas, and because the nonprofit’s store and reputation for community service was also strong, media did not require much education about the merits of the changes. Instead, the messages focused on the breadth of impact Better ATX has had on children and families for more than 50 years.
sTRATEGY
Casey Communication produced media materials, including lists of outlets, releases and advisories, as well as custom pitches to traditional and digital media as well as supplemental social media feeds. The rebrand announcement was intended to announce the new name and logo and position Better ATX for additional media attention down the road. The store reopening was intended to drive donations and shoppers.
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RESULTS
About half dozen media covered the rebrand and although getting media to attend events is harder than ever before, many were willing to provide post-coverage. Casey Communication provided media with press releases and advisories, and photo files where content was readily available. More importantly, many media are now aware of the rebrand and could be more receptive to future pitches.
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We were fortunate to be introduced to Casey Communication, and from our first meeting it was clear the partnership was a perfect fit. Bergan jumped right in, drafting a compelling press release and expertly guiding outreach — knowing who to contact, when to follow up, and how to gently push for results. Her leadership and support are appreciated.