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CASE STUDY McDonald's

 

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Breakfast Makes a Difference Day

CLIENT NEED

  • Increase restaurant guest counts for breakfast
  • Create positive perception of local McDonald restaurants amongst the community
  • Highlight Maine McDonald’s’ support of Ronald McDonald House Charities of Maine

THE SOLUTION

  • Rinck developed a local day of volunteerism called Breakfast Makes a Difference Day to promote the idea that great things can be accomplished when you start your day with a good breakfast at your local McDonald’s restaurant
  • The event was created to leverage USA Today’s National Make a Difference Day, the nation’s largest day of service
  • Volunteers were recruited to serve local Maine charities and non-profits
  • Rinck built awareness around the event through traditional public relations, radio drops and social media integration
  • Volunteers could sign-up on the RMHC of Maine website and at UpTeam events

THE RESULT

  • In 2011, the Breakfast Makes a Difference program received the highest national honor from USA Weekend's Make a Difference Day which included a $10,000 donation to Ronald McDonald House Charities of Maine
  • In 2011, the program was highlighted in USA Weekend, a tabloid distributed in over 800 Sunday edition newspapers nationwide, creating 22.6 million media impressions with an earned media value of $787,607.00

Four-Year Results:
Number of Volunteers: 1,150 
Charitable Organizations Served: 50
Local earned media value $96,882
Local media impressions: 690,275

RECOGNITION AND AWARDS

  • USA Weekend Award
  • McDonald’s Best Local Integrated PR Plan