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Mission: Develop and Execute a Robust Communications Campaign

Mission: Develop and Execute a Robust Communications Campaign
Strategic Communications and Event Management
Challenge: 
For the last three years, the Home Depot Foundation has donated ScoutComms’ support to the National Coalition for…

Mission: Develop and Execute a Robust Communications Campaign

Strategic Communications and Event Management

Challenge:

For the last three years, the Home Depot Foundation has donated ScoutComms’ support to the National Coalition for Homeless Veterans Annual Conference as part of a grant. We are tasked with developing and managing the strategic communications. NCHV had not previously managed any communications campaigns for their annual conference.

2014 presented a major challenge, with the conference selected on short notice to be the site of former VA Secretary Eric Shinseki’s final speech prior to his resignation from his office.

Solution:

As part of the overall communications planning and execution process, ScoutComms created and managed NCHV’s social media channels, including event-specific hashtags. We managed media relations and outreach, targeting the key journalists that cover veteran issues by appealing to their interest in specific panels and not the whole conference.

We handled coordination with government agencies and appearances by Cabinet members including HUD, DOL and the final speech before resigning by former VA Secretary Shinseki. Given the prominence of Shinseki’s goodbye address, we focused heavily in the 18 hours preceding the speech in reaching reporters, with over 30 journalists attending the speech in person.

The highly successful execution of the Shinseki speech led to numerous placements for NCHV’s statement and mentions of the annual conference.

When traditional media, social media, and government relations are used together, the results are powerful.

Over the last three years of supporting the NCHV conference, ScoutComms has achieved worldwide press coverage of the event, including the front page of Stars and Stripes, section A of the Washington Post and stories in the Associated Press. Our efforts have also resulted in a consistent increase in awareness and attendees year over year since we began working with NCHV.


Advocating for veterans and military families.
Empowering the organizations that support them.