Client Case Study – Media Campaign for Nonprofit Organization

Client Case Study for Nonprofit Organization: MACIAS PR helps Regional Nonprofit Expand into National Brand as Free Tech Training Program 

Client Overview:

NPower is a nonprofit organization dedicated to bridging the digital divide and providing technology training and workforce development opportunities to underserved communities. MACIAS PR launched our PR partnership with NPower in 2016. At the time, the nonprofit organization was primarily a regional organization with programs in New York City, Baltimore and New Jersey. Over the next 7 years, MACIAS PR launched new regional media campaigns as the nonprofit expanded into Los Angeles, Detroit, San Antonio, Houston, Dayton, Raleigh, and St. Louis.

Expansion Media Strategy:

MACIAS PR played a pivotal role in supporting NPower’s expansion efforts through strategic media outreach and targeted public relations campaigns. By leveraging our extensive network of media contacts and expertise in storytelling, MACIAS PR secured widespread coverage for NPower across all new markets. We secured this media coverage in both large media markets like Houston and Dallas, as well as smaller markets, like Dayton and Raleigh, which required a different, more customized approach.

  • Dallas, San Antonio, and Houston:
    • Features in The Dallas Morning News, San Antonio Express-News, Houston Chronicle, and local television stations highlighted NPower’s programs and impact on underserved communities in Texas.
    • Interviews on TV stations and newspaper coverage provided NPower with valuable exposure and engagement opportunities within the Texas market.
  • Dayton and Raleigh:
    • Coverage in The Dayton Daily News, The News & Observer, and local TV stations showcased NPower’s efforts to address workforce development challenges in Ohio and North Carolina.
    • Feature stories on regional television networks underscored NPower’s commitment to empowering individuals through technology training and job placement programs.
  • St. Louis:
    • Features in The St. Louis Post-Dispatch, St. Louis Business Journal, and local TV stations spotlighted NPower’s initiatives to support economic growth and opportunity in Missouri.
    • Television appearances on local news channels amplified NPower’s message and reach within the St. Louis community.
  • Detroit:
    • Television appearances on local news channels in Detroit amplified NPower’s message and reach within the community.

Results and Impact:

MACIAS PR had a direct impact on the successful expansion of NPower into new media markets. Our media coverage drove awareness for their free tech training program, increased student enrollment in the program and helped ignite new strategic partnerships within the business community. Media coverage secured by MACIAS PR helped raise awareness of NPower’s mission, attract program participants and partners, and drive engagement with local stakeholders.

2023 Media Coverage

At MACIAS PR, we always say you are only as good as your last media campaign. If you click on this link, you can see the most recent annual media coverage MACIAS PR secured for NPower in 2023. It also expands on new PSA and marketing initiatives led by our agency. 

ABOUT MACIAS PR

Mark Macias founded his agency in 2009 after a long journalism career at both the local and national levels. As Executive Producer with NBC and Senior Producer with CBS in New York, Macias approved all story ideas and scripts from reporters and producers in the Special Projects unit. The unit encompassed features, medical, health, consumer and tech beats. Macias is a contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a top Political PR Player in New York in 2024. MACIAS PR was also named the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year by Finance Monthly Magazine. 

For more information, please click here to schedule a strategy call with Mark.

Client Case Study for Nonprofit – 2023 Media Placements

You’re only as good as your last media campaign, and that proof is always in the client case study. In the case with the national nonprofit, NPower, we are now on our 7th year of working together, so every year brings new highlights. The organization has expanded into new markets every year we have worked together.

This is a great nonprofit with a mission that is close to my heart. The organization provides free tech training to young adults and military veterans from underserved communities with the purpose of bringing diversity to tech. Their students are typically young adults who may not get a chance to go to college.

I was fortunate to go to Arizona State University while living at home. I proudly put myself through college while working 3 jobs at local newspapers. Whatever their editors asked, I was the first to raise my hand for the assignment, which led to me receiving the national Pulliam Fellowship award as a graduating senior. I know how much this program means to its students.

In 2023, our media coverage for this organization included TV segments in Houston, San Antonio, Raleigh/Durham and Dayton, Ohio. These were all new expansion markets in 2023. We also secured profile stories in each of these new markets with the local newspapers. You can see more targeted local and national media placements by clicking on the link below.

Click here if you’d like to schedule a strategy call, or here if you would like a PR estimate. We can share more client case studies that are relevant for your goals.

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. The NYC PR agency was named Strategic PR Firm of the Year by marketing peers and Financial PR Firm of the Year by Finance Monthly. City & State Magazine also named Mark Macias a Top 50 PR Player in New York.

MACIAS PR has run branding, media and crisis campaigns for tech and healthcare organizations, financial groups, nonprofit organizations, politicians, trade organizations and e-commerce groups. The firm is based in New York City.

Hire a Generalist or Specialist PR Agency? Analysis on Approach

MACIAS PR has run media and branding campaigns for clients across industries: health care, technology, nonprofits, real estate, politics. In multiple ways, we have taken a generalist and specialist PR to each campaign – based on the need.

Despite the diversity of clients, one common thread remains consistent. We have delivered top tier media placements for our clients with the most influential news organizations.

It doesn’t matter if our clients are promoting the latest tech wearable, pushing a cause or selling health services to businesses. We have relationships with media outlets and reporters in all of these industries.

Generalist or Specialist PR Agency

Potential clients frequently assume that a specialist PR agency from their specific industry will deliver better results.

In my experiences inside the media and as the owner of this PR agency, I’d say the better framed question revolves around how much each PR agency knows about your industry.

I’ve written extensively for Forbes on what to look for when hiring a publicist. You can read that thought leadership here. And whether it is better to hire an East Coast, West Coast or local PR firm. (Read that insight here)

Regardless of your industry, I frequently tell my friends if I had to hire a PR agency for my firm, I’d always go with the generalist who understands my industry.

This generalist approach always gives MACIAS PR an advantage with reporters. Our team speaks with dozens or reporters and producers on any given day. This exposure gives us more opportunities to repackage and sell other clients’ stories on these calls.

But don’t take my word for it. Instead, evaluate our media deliverables.

You can read our client case studies from different industries on the following links: health care, technology, mobile apps, consumer wearables, real estate, nonprofits, physicians, consumer services, B2B health tech and politics.

If you’d like to see a case study for your industry, just message us and we can share more.

ABOUT MACIAS PR

Marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Political Power Player in New York.