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From traditional press release to the 4.0 experience: PlanetWater Foundation and MetLife Foundation capitalize on new PR tools to gain visibility
Industry: Non-governmental organization
Background
In Mexico, numerous communities lack safe access to clean water sources. To help improve this situation, PlanetWater Foundation (PWF), a non-profit organization dedicated to mitigating the global water crisis by installing community water filtration systems (AquaTowers), handwashing infrastructure, and implementing hygiene programs in the Asia-Pacific and Latin America regions, established a collaboration with MetLife Foundation to facilitate access to clean water in 30 communities across several states of the country, within a period between 2022 and 2024.
Challenge
Both organizations aimed to raise awareness about the seriousness of the lack of access to this natural resource; moreover, they wanted to highlight joint efforts to provide solutions (AquaTowers) to marginalized communities in Mexico and, indirectly, reach out to other organizations, businesses, and individuals who could support such projects or join the cause.
Strategy
To address the challenge, InfoSol designed a two-stage public relations strategy:
- Initial communication: The collaboration and objectives of the 2022-2024 project were communicated.
- Mid-campaign update: Progress halfway towards the project goal was announced.
And by using a 4.0 press release, an evolved tool optimized for SEO, accessibility, and engagement.
- Valuable and multi-format content: A traditional press release was transformed into valuable content that provided compelling figures about the issue and the goals of the 2022-2024 project. The text was reinforced with the inclusion of images and photographs, an infographic, and a video showcasing the operation of an AquaTower system, digital assets that could generate earned media across various platforms.
- Linkbuilding strategy: The written content was optimized with backlinks providing valuable information about AquaTower systems and their benefits, as well as PWF’s hygiene and health education programs. Ultimately, this would result in a boost in traffic to the PlanetWater Foundation website. This strategy also extended to other channels such as social media, where PWF’s own content was shared along with earned media.
- Targeted distribution: The 4.0 press release is a tool that transcends traditional mass email distribution and integrates other more effective forms in the digital age, such as personalized pitching, engagement with niche sustainability and hygiene micro influencers, and promotion through social media users and groups.
Results
As a result of two-stage strategy:
both traditional and digital, in business, sustainability, and health niches, which enhanced awareness of the PlanetWater Foundation – MetLife Foundation collaboration, expanded its visibility, and improved online discoverability, solidifying their position as organizations genuinely dedicated to a noble cause.
by journalists and digital media, expanding the reach and influence of the content, and facilitating online discovery of the PWF-MetLife Foundation collaboration.
through social mentions from media, digital journalists, as well as through organic influencer marketing.
to the PlanetWater Foundation website, organically obtained through earned media and micro influencers collaborations, crucial for driving conversion opportunities.
through media mentions, digital journalist actions, as well as influencer marketing efforts, catalyzing pathways for partnerships, sponsorships, and contributions to PlanetWater Foundation.
Note: It is important to note that the results detailed in this public relations effort lasted for 30 days (first stage) and 60 days (second stage).
