Boys & Girls Clubs
of South Puget Sound

Capitalizing on Star Power

The paint was drying behind the locked doors of the new gym at the Tacoma branch of the Boys & Girls Clubs of South Puget Sound. With only two weeks until the unveiling ceremony, Boys & Girls Clubs still needed a media relations and social media strategy. The catch: Generate interest in advance without revealing the celebrity guest and major donor, NBA star and former club member Isaiah Thomas. The grand opening of Isaiah Thomas Court went from special to one-of-a-kind when Thomas was there to cut the ribbon himself.


JAYRAY WENT TO WORK

  • Developed a media relations strategy that included outreach to local media, Boston reporters and social influencers—all without revealing the surprise guest
  • Produced outreach materials, including media alert, news release, fact sheet, website copy and social media posts
  • Coordinated attendees from KING5 TV, Seattle Times, The News Tribune and South Sound Magazine
  • Managed social media during the event, posting photos and videos on Twitter and live streaming on Facebook

RESULTS

  • Local and national media coverage, including broadcast, video and print, ranging from feature stories to event coverage
  • Media attendees from KING5 TV, Seattle Times, The News Tribune and South Sound Magazine
  • Over 6,480 engagements on Twitter, including retweets by Isaiah Thomas and the Boston Celtics
  • 2,770 organic views of the Facebook Live video; the post attracted 6,870 people and had 424 reactions, comments and shares