A Good Win: Shooting for the Stars with Boys & Girls Club of Dorchester

One of my favorite things about my job in public relations is coming up with creative ideas that surprise and delight clients. Who doesn’t want the opportunity to pull off an initiative or event that’s both ambitious and meaningful??

Our client, the Boys & Girls Clubs of Dorchester, is working to raise $70 million to build a new fieldhouse in Dorchester, so we wanted to shoot for the stars to earn them more visibility as they begin to roll out their plan.?

The Boys & Girls Clubs of Dorchester is also celebrating its 50th anniversary this year. When I learned that the Boston Pops, another iconic Boston brand, would be celebrating its 50th Fourth of July Boston Pops Fireworks Spectacular on the Charles River Esplanade this same year, I knew there was the potential for something special worth exploring.?

Leveraging Connections to Find an “In” with the Boston Pops?

Public relations is all about leveraging connections. I had no personal contacts at the Boston Pops. Although I had previously done some work with the Boston Symphony Orchestra (the Boston Pops is an offshoot of the Boston Symphony Orchestra), my connections were no longer affiliated with the organization.?

Fortunately, during a media planning call with the Boys & Girls Clubs of Dorchester, I found the “in” we were looking for. Board member Andrew Graff’s company, Allen & Gerritsen, serves as the media agency of record for the Boston Symphony Orchestra, and he was more than willing to make an introduction.?

Once the connection had been established, the next step was inviting folks from the Boston Symphony Orchestra and Boston Pops to the Dorchester facility for a tour. The visitors had the opportunity to meet the kids and hear some music they were creating.?

They learned that while the Boys & Girls Clubs of Dorchester has a robust music program, traditional orchestra music isn’t a significant part of it. That intrigued them, and they left the facility excited about a potential partnership.?

A Little Persistence Goes a Long Way?

The Boys & Girls Clubs of Dorchester and our team immediately got to work brainstorming ideas for a partnership. In April, we sent videos to our new contacts from the Boston Symphony Orchestra and Boston Pops featuring select club members: a talented singer, a dance troupe, and a slam poet.

As July 4th loomed closer, I started getting nervous that nothing would come to fruition. However, one of the unwritten rules of public relations is that until you’re politely (or not so politely) told to go away, you hang in there and keep trying. A little persistence goes a long way in an industry where you’re constantly fighting for the attention of people who are genuinely very busy.?

I asked Andrew if he would reach out to his Boston Symphony Orchestra contacts directly and remind them of our interest in a partnership. The next day, I had two emails from the Boston Symphony Orchestra sitting in my inbox, reinforcing that they still wanted to involve the Boys & Girls Clubs of Dorchester in the Fourth of July Boston Pops Fireworks Spectacular. They were swamped planning Boston’s biggest celebration but still wanted to take time to make the day special for BGCD kids.

A Night to Remember

The Boston Symphony Orchestra graciously arranged for approximately 125 Boys & Girls Clubs of Dorchester members and their families to attend the Fourth of July Boston Pops Fireworks Spectacular as special guests. The Dorchester organization was named a community partner to the Boston Pops and was promoted on the Jumbotron during the event!

A Good Publicity Win—and a Good Time for Everyone?

This particular win not only earned the Boys & Girls Club of Dorchester increased visibility for the organization and its 50th birthday but also provided an unforgettable experience for more than 100 kids and their families.?

Swinging for the fences doesn’t always yield such outsized results, but it’s a truly incredible feeling when it does.?

Interested in bringing your most ambitious and meaningful PR ideas to life? Let’s talk!?