The impressive 28,600 square-foot Project HOME facility services the health and wellness needs of the formerly homeless and low-income communities of North Philadelphia. The grand opening ceremony celebrated the many public, private, nonprofit, philanthropic, and community partnerships that made the center possible. Lead donor and project visionary Stephen Klein was at the top of the list of honorees.
To gain regional awareness for the center, we created a twofold media relations plan. We focused in particular on positioning the Wellness Center as the city’s newest and biggest federally-qualified health center and a response to the critical needs of North Philadelphia’s homeless population and neighborhood residents.
Our strategy centered around one-on-one interviews that we secured in advance of the opening. Reporters from several major local broadcast, print, and online news outlets toured the center and interviewed staff and residents, which resulted in placements in Philadelphia Inquirer, Philly Voice, WHYY, CBS 3 Philadelphia, and Philadelphia Tribune, among others. Our pitching also secured day-of coverage from the major local television stations (NBC 10, Fox 29, and Action News 6).
Our social media efforts included the production of video vignettes featuring Project HOME staff and residents. The spots were shared on Project HOME’s Twitter, Facebook and YouTube channels on the days leading up to the event. We achieved a strong social media presence during and after the event as well, particularly through our live tweeting at the opening.