Various Maroon PR Clients
CAPitalizing on the #StanleyCup
By now, everyone should know that aligning brands with trending topics has become a large part of public relations strategies. This trend holds true for both earned and owned publicity efforts.
One advantage of working with Maroon PR is the creativity our team brings to the table when it comes to less traditional tactics, as well as our diligence in bringing fun and effective ideas to life. A recent example was our ability to connect our Washington, D.C. region clients to the excitement surrounding the Capitals run for the Stanley Cup, which they ended up winning.
Here are some examples of well-executed ideas our team implemented that generated attention for clients:
Franciscan Monastery of the Holy Land in America
Maroon PR had three friars wear Capitals jerseys for a photo opportunity. The photo was shared the day of the potential series clinching game with a message of prayer for a Capitals’ win. A very simple, yet highly effective social media play to help tie the Monastery into larger, secular conversations.
The result? On Facebook the photo was shared 183 times and received 2,393 engagements, reaching 25,000 people (a typical post reaches about 2,000 people). This led to approximately 50 new Likes on the Monastery’s page.
The photo was retweeted on Twitter 163 times and received 175 responses, leading to an estimated 315,200 impressions. This tweet alone helped gain 45 new followers.
The photo received over 90 engagements on Instagram, a positive boost to their activity on the platform.
Medieval Times Dinner & Tournament (Baltimore, Md. – Washington, D.C. Castle)
Maroon PR pitched story ideas featuring the “Red Knight” to Baltimore and Washington, D.C. media outlets ahead of Games 3 and 4 of the Stanley Cup Finals. The hook was using the Vegas Golden Knights pre-game ice show, which had gained national attention, as a way to justify Medieval Times’ connection to the Stanley Cup Finals.
Our team secured live segments with WJLA-TV in Washington, D.C. ahead of Game 4. During the segment, the Red Knight played street hockey with Good Morning Washington’s mascot.
Ahead of Game 5, Maroon suggested a promotion should the Capital clinch the Cup. This turned into We the “36CAPS” promotion, which is discounting all tickets to $36.00 through the end of the year. Both WUSA-TV and WTTG-TV in Washington, D.C. made mentions of the promotion online.
The Greene Turtle
Throughout the playoffs, Maroon PR secured added media attention for The Greene Turtle by securing stories about the boost to sales the Capitals were adding, specifically for their location at Capital One Arena. Coverage was secured with News Channel 8, Fox 5, and WJLA-TV.
Our team also brought attention to The Greene Turtle’s Rock the Red cocktail in Baltimore and Washington, D.C. during the Capitals’ Stanley Cup Championship celebration.
Roy Rogers Restaurants
Our team encouraged creating a promotion for the Stanley Cup Finals win to build off of their current partnership with the Capitals. Maroon PR suggested the offer (a free regular sandwich with the purchase of a holster fry and drink on Friday, June 8) to Baltimore and Washington, D.C. media immediately following the Stanley Cup winning game and secured mentions with WUSA-TV, WTTG-TV and WJLA-TV on their websites.
The offer was also pushed by Maroon PR on Roy Rogers’ social media platforms which led to over 100 redemptions of the Caps offer the Friday after the game. This result was significantly higher than redemptions of their in-season promotion on days after Capitals’ wins.