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Company: TAWANI Enterprises, Chicago, IL
Company Description: A visionary umbrella organization with an entrepreneurial outlook, TAWANI Enterprises is focused on connecting people to the history in their midst and creating opportunities for growth and knowledge to help forge stronger, healthier communities. TAWANI Enterprises manages a portfolio of startup and mature innovative businesses in various industries; and not-for-profit interests.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Arts & Entertainment
 Nomination Title: Pritzker Archives Memorial Park & Center Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
The campaign was launched at the beginning of October 2020 and culminated on Veterans Day in November of 2020.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 28 words used.
Please review the attached/linked file to review the elements of our campaign for the new PAMPC campaign.
Groundbreaking video: https://www.pritzkerarchivespark.com/groundbreaking/
PAMPC website:
PowerPoint: PAMPC Campaign
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
When we began planning the Pritzker Archives and Memorial Park Center groundbreaking festivities, the pandemic had just begun. We knew that gathering people for a celebration was a health risk, yet we wanted to involve the community in this milestone. The project had a rough start with approvals, making it all the more important for us to communicate with stakeholders, provide the community with information, and connect with our new neighbors.
In lieu of the community coming together in person, after much brainstorming, we created a plan to bring the celebration to the community’s doorsteps. Our campaign had three phases, each building on the next. In the first two, we sent unique deliveries to the residents surrounding the development and invited them to watch our groundbreaking video. The third phase ended on Veterans Day by asking the Somers, WI community to raise an American flag, supplied by us, for our veterans.
We sourced locally, even buying and picking up the flags from the Kenosha Menards, and partnered with the local American Legion to distribute flags to residents via their drive-through as a health precaution. Lastly, our Pritzker Military Foundation honored the American Legion with a donation. To promote activities and offer weekly updates about the project, we built a website with email signup and contact page, a Facebook profile and communicated through posts, emails, ads in the local paper and digital geo-fencing, site signage, and direct mail. The community reached out with positive sentiment toward the campaign and the project.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
The planning process was intense and involved multiple brainstorming sessions to determine a new approach for what was originally conceived as a live, in-person groundbreaking event. We set into high gear after changing our strategy to work within the confines of the pandemic scenario. Our goals were to connect with the community and share in this celebration, be good neighbors, inform them about the project, tell them where to find updates, and how to email us while gaining their enthusiastic support.
The three phases of the campaign were as follows:
Phase 1: ‘Putting Down Roots’ postcard and Video Launch. We sent designed plantable postcards with the message that we look forward to putting down roots together. The message also announced the groundbreaking video with a URL that featured key stakeholders from the project, Somers community and Wisconsin officials.
Phase 2: ‘A Gift From your New Neighbor’. We sent the highly-reviewed book ‘Zero to Hero’ in a branded gift box with a notecard announcing the Veterans Day flag campaign.
Phase 3: ‘Honoring Our Heroes’. We asked the Somers community to raise a flag in honor of Veterans on Veterans Day. We bought the flag and partnered with the local American Legion who distributed them to the community. Our Pritzker Military Foundation gifted the American Legion with a donation.
We created a detailed marketing and PR plan to roll out phases. Media was bought and scheduled to coincide with each phase. We used organic, earned and paid tactics to support the campaign.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 178 words used.
The campaign was successful at creating positive community relations and excitement for the project. Phase 2 and 3 of the campaign were targeted only at the immediate community surrounding the project, with the full Somers, WI community included for phase 3. From October 15th through the end of the campaign, social media ads produced 24,973 impressions and a 0.71% CTR, our prtizkerarchivespark.com site produced 1,943 total users, 4,578 pageviews, with Google organic, Facebook ads, Facebook organic and Linkedin being top incoming sources. We gained 73 followers, a reach of 2,694 with an engagement rate of 3.08% on our new Facebook profile and emails had an above-average open rate of 60.02% with a click rate of 25.38%. We received positive press mentions from Milwaukee Business Journal, Journal TImes, Kenosha News and Stock Market Summary for Today with an overall reach of 1,451,409. The Somers Board was very happy with our campaign and community members reached out with positive comments and have since made us feel like welcome neighbors.
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