Case Study

THE SITUATION

When a group of Mahwah High School seniors were inspired to give back in a big way, Laura Bishop Communications stepped in to boost their message among the wider community with strategic media relations. The students’ goal: Raise $140K to cover materials costs to build a home with Habitat for Humanity of Bergen County through a volleyball tournament fundraiser and donations from local businesses.

THE STRATEGY

Garnering media coverage proved difficult for Mahwah Township Public Schools in the past. Many publications near the Bergen County district were owned by the same parent company. Without a well-defined communication strategy, the district’s approach to media coverage was inconsistent. LBC knew the human-interest angle of this fundraising quest could catapult media attention. 

LBC interviewed key individuals to add rich perspective to the story and grab the attention of potential donors. The executive director of Habitat for Humanity of Bergen County shared comments for the media explaining how rare the students’ generosity was, especially in a group that would soon be leaving the area for post-graduation plans.  

After a local journalist requested private interviews, LBC and MTPS cleared another hurdle together — helping prepare students and staff for that interview. LBC helped the interviewees feel confident to clearly articulate their story with tips and tricks learned from years of working with the media. It was clear to the journalist that there was no alternative angle to pursue: just students looking to make a positive difference.