Next One Up

Critical Awareness for Next One Up

Background

Maroon PR was engaged by Next One Up (NOU) to showcase what the social impact nonprofit has grown into, now in its 11th year. With the dual goals to publicize NOU’s programs success in direct, positive results for at-risk young men in Baltimore City’s toughest neighborhoods, and to help them attract potential donors, Maroon PR developed an aggressive three-month campaign strategy. 

BILLION Earned Media Impressions

MILLION Media Value

A critial part of our work in support of the Maryland Food Bank’s COVID-19 response was video storytelling in an effort to share important stories of activation across the state, the new faces of hunger, volunteer efforts, community partnerships, and more. Embedded below is a playlist of  videos produced by Maroon PR.

Strategy

Maroon PR was retained by NOU for a three-month project to assist with key internal communications needs and execute an external media relations campaign focused on two key areas:

  • Publicize NOU’s programs success in direct, positive results for at-risk young men in Baltimore City’s toughest neighborhoods

  • Help attract potential donors

Our team secured media hits in a mix of local, regional and national outlets across TV, radio, web and print, including the front page of The Baltimore Sun. The primary focus was in getting NOU Founder/CEO Matt Hanna across the media spread to discuss the current status and his vision for the future of the program. We also began building Matt’s brand as a thought leader in the social impact nonprofit space. 

The secondary focus was on highlighting NOU’s current and former participants, called “scholar athletes” while part of the program. Featured in media hits were NOU’s current program director, who is a former participant, along with several of their current high school and college, and recent college graduate scholar athletes. 

Results

In total, Maroon PR’s media relations efforts garnered over 6 Billion earned media impressions across the state including regular coverage from WBAL-TV, WBAL Radio, WBFF-TV, WMAR-TV, WJZ-TV, Baltimore Business Journal, Baltimore Sun, and more.Our video production work resulted in over 20 videos telling unique stories of the Maryland Food Bank vast impact from clients to partner activation, volunteer work and more.Through integrated PR efforts, the Maryland Food Bank garnered the attention needed by key stakeholders to reach their Phase 1 fundraising goal, and set the stage for Phase 2 and the need to raise $28 million by October 2021.
Here is a sampling of media hits secured by Maroon PR throughout 2020:

Baltimore Sun Op Ed

This editorial was strategically pitched to the Baltimore Sun’s editorial board in advance of Thanksgiving and the start of the giving season, to help frame the narrative that the Maryland Food Bank has a long road ahead of them to fight food insecurity amid the pandemic.

Baltimore Business Journal Viewpoints

This editorial piece was written by Maryland Food Bank’s CEO, Carmen  Del Guercio, in an effort to help business professionals understand the many ways to support non-profits during the pandemic.

WTMD - Eastern Shore

This story was pitched in an effort to support the Eastern Shore operations volunteer and awareness needs heading into the critical holiday season.

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