Saint-Gobain breaks ground with sustainable youth partnership

Building materials company Saint-Gobain wanted to build awareness of its partnership with YouthBuild USA, a nonprofit that helps disadvantaged youth earn GEDs and high school diplomas while learning construction skills.

Client
Saint-Gobain (Valley Forge, PA)
Agency

Brownstein Group (Philadelphia)
Campaign

Building Our Future Together
Duration

April-May
Budget

$10,335

Building materials company Saint-Gobain wanted to build awareness of its partnership with YouthBuild USA, a nonprofit that helps disadvantaged youth earn GEDs and high school diplomas while learning construction skills.

Strategy
Saint-Gobain reached out to its local community in Nicetown, a northwestern Philadelphia neighborhood, to generate media attention and elevate the importance of sustainability and energy-efficient building.

Tactics
YouthBuild's Philadelphia chapter and Saint-Gobain began their building project with a non-traditional ground-breaking ceremony. The event served as a pep rally to generate excitement, educate the community on sustainable living, and target influencers.

YouthBuild's students went door to door to invite people from the neighborhood to the event. Email invitations were sent to community officials and those involved with the program. Event speakers included Alan Greenberger, the deputy mayor of planning and economic development in Philadelphia.

Participating students walked the green carpet and broke ground on the project.

Results
Traffic to the BuildingOurFutureTogether blog doubled the day after the event and more then 200 guests attended the ceremony.

TV coverage included WPVI-TV and XTXF-TV, Philadelphia's ABC and Fox affiliates. News stories appeared in outlets such as The Philadelphia Sunday Sun and Newsworks.

Carmen Ferrigno, Saint-Gobain North American VP of communications, says a "narrow casting" media strategy targeted 10 to 12 influencers to build the story across the right channels for focused philanthropy.

Future
Saint-Gobain and YouthBuild will continue to work together in 2014.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in