2020 was hard for our nation and world on a personal level and multiplied challenges for small businesses, families and marginalized communities. For this social justice digital marketing agency, the pandemic presented unique business challenges but also created unique opportunities for us to change our approach to address our clients’ roadblocks and come out better because of it.
Read more about the work we were able to accomplish last year, which won us 14 awards at the 2020 Bernays – but more importantly taught us about creativity and flexibility in times of uncertainty.
Youth Will – 6 Awards in Events, Branding and Public Relations
Youth Will organized and led a mayoral summit to tackle electoral issues important to San Diego youth. We provided media training, communications coaching, and media relations to help bring attention to the event and lift up local, young voices. Luckily, this event took place before the pandemic hit, and we ultimately walked away with six awards.
The Chicano Federation – 4 Awards in Multicultural Public Relations for a Nonprofit
The Chicano Federation of San Diego County is a pillar in San Diego’s Latinx community, providing affordable access to childcare, early childhood education and affordable housing for 50 years and counting. In March, Chicano Federation called on Mixte to expand its internal communications capacity. When COVID unexpectedly hit, disproportionately impacting San Diego working families and youth who were at the highest risk of contracting the virus, we launched a media relations campaign to support its response.
Our media relations plan initially didn’t get traction in reporters’ flooded inboxes, so we quickly turned to a new approach to media pitching and virtual press conferences to meet the moment. Our press briefings packaged quick stories that were captivating and to the point, and our bi-weekly virtual press conferences established Chicano Federation as a leading and consistent voice throughout its immediate COVID response.
Scoop San Diego – 4 Awards in Social/Digital Media and Events
Scoop San Diego is the region’s first and only ice cream festival. For the second year of its festival, Scoop San Diego hired our social media team to build on the success of its inaugural event (which sold out in weeks and generated hundreds of thousands in revenue for its nonprofit partner). COVID-19 almost upended the entire game plan for the 2020 in-person event, until we came up with a virtual foodie festival that brought the community together and supported small businesses suffering from the pandemic’s shutdown. The festival lineup featured limited-edition ice cream flavors, virtual events like “Sweet Talk Q&As” with local shops and “Tour de Ice Cream.”
What did we learn?
Despite the many, many challenges that COVID presented in 2020 (and continue to be present in the new year), one of the most valuable lessons we’ve learned is that social justice can’t sit on the backburner in times of crisis.
If anything, we better understood the value of the great work our clients are doing in their communities and that we have the tools to help them communicate effectively in a virtual setting without missing a beat.
Effective PR that brings results is crucial, especially now. If reading this sparked any ideas, or if you’re interested in connecting with us, reach out!
