Amplifying a Local Cause Through Strategic Media Relations
Background
DLPR partnered with Eze Fit Transformation Center, a group training fitness center, to provide media relations and event consulting for “Circuits for Babies,” a community fitness fundraiser benefiting Michael’s Feat, a local nonprofit supporting families caring for seriously ill newborns.
- The activation brought together five area gyms for one large-scale HIIT workout, featuring 48 workout stations, a live DJ, and raffle basket giveaways.
- Inspired by Eze Fit founder Jemand Ezeonwuka’s personal connection to Michael’s Feat, the event transformed the brand’s commitment to giving back to the communities it serves into an opportunity for local fitness businesses to come together for a greater cause.
Challenge
Develop a compelling story and messaging that would generate awareness and participation for a multi-gym fitness fundraiser while expanding visibility beyond Eze Fit’s existing audience.
With five local gyms coming together around a shared cause, the challenge was to position “Circuits for Babies” as more than a large-scale HIIT workout; we wanted to leverage the personal story behind the fundraiser, the collaborative spirit of businesses that would typically compete for the same audience, and their shared commitment to giving back to families in their community.
Approach
DLPR led the media strategy and outreach for the multi-partner community fitness event, developing press materials and conducting targeted outreach to local media outlets.
Messaging centered on the event’s strongest newsworthy elements: the personal connection between Eze Fit’s founder and Michael’s Feat, the collaboration among five local gyms, and the opportunity for the fitness community to come together and support a local cause.
To expand visibility, DLPR pursued multiple community media channels, including online event calendars, hyperlocal media outreach, and radio public service announcement opportunities. A PSA promoting the fundraiser aired on local radio, extending awareness beyond Eze Fit’s owned and social channels.
Results
- Attracted 150 participants from across the local fitness community
- Raised $12,000 for Michael’s Feat through sponsorships, raffles, and event participation
- Earned local radio exposure through a public service announcement promoting the fundraiser
- Secured community event calendar placements that expanded visibility for the fundraiser across local and county audiences
- Amplified Eze Fit’s community impact by bringing five local fitness businesses and their audiences together in support of a shared cause
Key Takeaways
- Storytelling: Transformed Eze Fit founder Jemand Ezeonwuka’s personal connection to Michael’s Feat into a compelling human-interest story that gave the fundraiser meaning beyond the workout
- Community Collaboration: Positioned five local fitness businesses as collaborators rather than competitors, creating a stronger community story and expanding the event’s collective reach
- Strategic Media Relations: Used a mix of community calendars, targeted local outreach, and radio PSA opportunities to build visibility despite a challenging local media environment
Vision – Collaboration – Results
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