McDonald’s® of Southern Idaho and Central Coast McDonald’s® help prepare thousands of students for school
Published on August 9, 2013
Every year, McDonald’s around the country give away backpacks to local children to help prepare them for school. This year- RIESTER and its McDonald’s clients in Central Coast California and Southern Idaho transformed the giveaways into Back-to-School fairs. By going beyond backpack donations, RIESTER helped create community events that attracted thousands of locals and garnered media coverage for our clients.
Through extensive outreach, RIESTER helped secure community organizations and businesses to participate as partners, created exposure for the event, and generated general program awareness. Partners such as Gentle Dental, Supercuts, local pediatricians, and a local Fire Authority came out to the fairs. They provided free school supplies, books, clothes, dental supplies, free haircuts, information on staying healthy, safety tips and retail coupons to participants.
Despite the summer heat, families attended in record numbers to receive their free backpack and participate in the Back-to-School fairs. Attendance was up from the year prior with many families arriving before the start of the event to ensure they receive supplies. The crowd wrapped around the restaurants at most locations, with families lining up early to take part in the unprecedented support for local families.
In addition to helping set up the fairs, RIESTER also coordinated coverage with local media. The events garnered 322,892 media impressions in California and 153,034 media impressions in Idaho from print, radio, online, and television outlets.
RIESTER is proud to work with McDonald’s of Southern Idaho and Central Coast McDonald’s to plan community driven events such as these Back-to-School Fairs. We wish all students a successful 2013-2014 school year! Check out our Facebook page to see photos from the events.