In 2023, Anna Stallmann Communications, in partnership with Chris Ahearn Strategic Communications, was tasked with creating and executing against a comprehensive communications strategy to generate earned local media attention for the highly anticipated return of the Habitat for Humanity Carter Work Project in Charlotte, North Carolina. The project, which took place from October 1-6, 2023, involved over 2,100 volunteers from 31 states and various countries coming together to build 27 new homes in West Charlotte, specifically in the Meadows at Plato Price development and on New Pineola Road. This event marked the official return of the Carter Work Project after a three-year hiatus due to the COVID-19 pandemic, and included celebrity ambassadors Garth Brooks and Trisha Yearwood.
The team developed a strategy that would first make the local media aware of the Carter Work Project, then educate them about its significance and engage them in sharing content from homeowners, leadership, and volunteers, and ultimately secure media attendance and coverage at the 5-day build event in Charlotte.
Our team meticulously designed, authored, and disseminated a monthly “Build Up” newsletter and informational landing page. This newsletter served as a platform to share pertinent updates and stories related to the project, ensuring constant communication that kept the media well-informed and engaged in the lead-up to the event. This resulted in the publication of over two dozen articles and television segments prior to the commencement of the Carter Work Project. In addition, the team secured a media partnership with WCNC and the Charlotte Journalism Collaborative which led to a monthly featured story by four-time Emmy award winning anchor, Sarah French.
During the event, the communications team booked media interviews, escorted media to and from locations, managing spokespeople, identified compelling stories, and distributed interesting facts and data to share through a media resource guide. Our team also supported press conferences and media availability throughout the 5-day event.
Finally, to ensure continued media coverage, the team distributed a daily email with key updates and photos from each day’s build activities. This helped in maintaining media interest even when they couldn’t attend the event in person due to breaking news.
Thanks to the diligent efforts of the team, the 2023 Carter Work Project in Charlotte, NC, received significant local media attention. The results included:
The media strategy and execution of it played a pivotal role in the success of the 2023 Carter Work Project, shining a spotlight on the remarkable efforts of volunteers and the importance of affordable housing in the Charlotte community. These efforts not only achieved local media attention but also contributed to the project’s long-term impact and legacy.
We retained Anna and her team to provide counsel and execution at a key period of growth planning for TFX Capital. She and her team adapted to our industry, audience needs, and provided tremendous support throughout the process. Our messaging, story, and materials have never been more aligned. ASC is a dependable partner, and even more important, they are great people.
I had been searching for a public relations and communications partner for many months when I was introduced to Anna Stallmann Communications. Anna was exactly what I was looking for. In a very short time, she has become a vital part of our Company. I can’t imagine our Company without her.
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We couldn’t afford or find a communications director with the skills and experience that Anna has brought to the table. Anna and her team deliver first class service, collaboration, insights and results on a consistent and affordable budget. She has been a wonderful addition to our team to help us articulate and amplify our mission: secure, easy and affordable cybersecurity for small businesses.
ASC helped articulate and empower the National Cybersecurity Center’s strategy and messaging during a transformative time in our organization’s history. Anna and her team are a kind and thoughtful resource, going above and beyond to ensure our brand is elevated to live up to our name.
Each interaction KPM Group DC has with the ASC team is a reminder of the wonderful decision we made to place our trust in the organization for all of our communications and branding/PR needs. If I had to sum up working with the ASC team in three words, I would choose: effortless, efficient, and positive. ASC supports a wide range of projects for us and does so in a fashion that seems so natural. The team is organized, driven, and quick - which ultimately allows them to support the ever-changing needs of small but growing companies like KPM. Finally, working with the ASC team is always a cheerful, pleasant experience that leaves me energized and inspired to move forward together.