Klosterman Baking Company Teams with the Cincinnati Zoo & Botanical Garden to ‘Save Our Bees’
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Overview: Klosterman Baking Company is a privately-owned bakery headquartered in Cincinnati. The company relies on honey to create high-quality breads that help feed the community; however, the population of honeybees (and other pollinators) that create honey has been steadily declining for years. To raise awareness of this increasingly important issue, the bakery partnered with the Cincinnati Zoo & Botanical Garden to launch the “Save Our Bees” campaign. This included a $10,000 donation to the Zoo’s “Pollen Nation” program to sponsor Native Plant Sales in the spring, summer and fall.
Strategy: Scooter Media was tasked with developing an integrated marketing communications plan to support the 2020 “Save Our Bees” campaign, with the goal of raising awareness about the declining honeybee population and driving attendance to the Native Plant Sale events. To accomplish this goal, Scooter Media created a news release to drive awareness about the launch of the initiative, created a series of media alerts for every subsequent Native Plant Sale to garner additional coverage as the growing season passed, changing focus with the seasons, and worked closely with the zoo to gather “Bee-Roll” to support media relations and coordinate interviews with the nonprofit’s horticulture team.
Evaluation: Throughout the integrated marketing campaign, Scooter Media secured 27 earned media placements with Greater Cincinnati outlets ranging from feature print and digital stories to more than 20 broadcast segments. Through these, we received a total estimated reach that exceeded 2,841,454. In addition, nearly every Native Plant Sale sold out. The campaign generated so much interest and demand that additional Native Plant Sales events were added due to the enthusiasm!
