Christina Wong, vice president of operations at Ecopax, understands the risk her father, Peter Wong, took when he brought his family from China to the U.S. At the groundbreaking event of Ecopax’s new Bethlehem facility, she spoke of his determination to build a successful business and the journey that has led to investing in this $20 million project. The building should be complete and ready to open its doors to the public in 2017. Discover how this family continues to grow their company and create jobs throughout the Lehigh Valley in this article from Lehigh Valley Business.
Fulfilling one of his culinary dreams, Chef Craig Polignano of Basking Ridge, New Jersey joins the Ryland Inn as its newest executive chef. Find out how he and one of the best eats in New Jersey are making Craig a top chef and the Ryland Inn a top restaurant, in this NJBIZ feature story.
I was recently reminded that publicity is perhaps one of the most important tools for a non-profit organization. Athletes C.A.R.E., a student athlete organization focused on ending homelessness and hunger, received an unexpected shout out from Nick Young of the L.A. Lakers on a recent episode of Cupcake Wars: Celebrities.
This was an unplanned windfall for Athletes C.A.R.E., but absent a plan to respond and capitalize on the event, it would have ended as a one-time happening missed by many.
Fortunately, Athletes C.A.R.E. took advantage of its active social media presence. For non-profits, leveraging social media can mean a huge boost in messaging attention, and even fundraising.
The first step is to post about the event. Take to every platform where you have an active presence and let followers know your organization has been publicly recognized. In those posts, be sure to tag the relevant names and organizations. For Athletes C.A.R.E., this meant tagging Nick Young, the L.A Lakers, The Food Network and Cupcake Wars. By tagging the appropriate parties (and their social media accounts) you widen the reach of your post and expose your organization to broader audiences. Now not only will your followers see the post, but the followers of anyone you tag will see the post as well.
Additionally, you can reach out to your local newspaper and other local media outlets to alert them of events such as having Nick Young reference your non-profit on national television. Something at that level might warrant a local news story.
Finally, you can follow-up two or three more times via social media over the course of the following week, pointing out different aspects of the initial event to extend the message and the reach. However posting more than that will likely be unwelcome. And any additional social posts about the event should be broken up by other content on social media.
With limited budgets and personnel, publicity and social media are two of the strongest tools in a non-profit’s arsenal. The ability to capitalize on and expand your organization through opportunities such as the situation with Athletes C.A.R.E. will strengthen your organization and help spread your message.
This post is courtesy of Cassidy Taylor, Lafayette College class of 2017, Kimball’s summer 2016 intern.
NJ Biz recently sat down with co-founder and president of Landmark Hospitality, Jeanne Cretella to discuss how the company has expanded and grown in the rapidly changing hospitality industry.
Read more about the rich history of Landmark Hospitality here.