Elevating Michigan's Potato Industry: A PR Success Story
Introduction
Public relations success isn't guaranteed. It takes an expert blend of strategy, creativity, and tenacity to create an impact. And it's precisely this blend, provided by the experts at Evocati PR, that propelled Michigan's potato industry into the national spotlight.
READ MORE: Evocati PR Welcomes the Michigan Potato Industry Commission as Newest Client | Evocati PR
How did we turn the Michigan Potato Industry Commission (Michigan Potatoes) from being recognized locally to being branded as the 'Potato Chip Capital of the U.S.'?
Let's explore that and see how it can help you.
Owning the Narrative
In 2023, Michigan Potatoes joined forces with Evocati PR to amplify the story of their significant contribution to the state's economy. Their goal? Establish Michigan as the hub of the potato chip industry and secure coverage in prime news outlets, thereby entering households interested in business and agriculture as well as policymakers focused on agriculture policy.
Our strategy was simple: own the narrative.
The result? A campaign unlike any other called, 'No Small Potatoes.' Evocati PR put its expertise to work, producing a branded report, a striking landing page, and an encompassing media strategy for Michigan Potatoes.
Infographic featuring the Michigan potato industry’s economic impact, designed by Evocati PR. (Source: Evocati PR)
The report, based on an economic analysis by Michigan State University, was given a professional touch, transforming into a comprehensive, easily accessible, downloadable, and printable document. It was further supported by a dynamic web landing page and social media assets.
READ MORE: No Small Potatoes: Michigan Potatoes is THE Potato Chip Capital of the U.S. | Evocati PR
The campaign was launched in February 2024, generating significant media coverage and securing 62 mentions within the first six months, reaching an astounding 74.1 million people. Michigan's potato industry was featured in major outlets such as MLive.com, Spudman Magazine, and even Yahoo! Finance.
However, the campaign's triumph isn't reflected only in earned media. It's seen in the outcomes - Dr. Kelly Turner, Executive Director at Michigan Potatoes, was named "Spudwoman of the Year" by Spudman Magazine in May 2024. The campaign also echoed on the annual statewide Potato Day, where Michigan Potatoes was mentioned 10 times.
DIVE DEEPER: No Small Potatoes: Elevating Michigan's Potato Industry to National Prominence | Evocati PR
We Can Do the Same for You
So, what's the takeaway for nonprofit marketers, trade associations, and PR experts? Well, it's simple: strategic planning, targeted outreach, and proper execution can turn any 'small potato' into the star of the show.
And that's what our team of experts at Evocati PR can do for your business.
Want to see the magic of impactful PR in action for your organization? Reach out to the experts at Evocati PR today and schedule a free discovery call!
Need More PR Wins?…
