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Project
Partner to provide school supplies to needy children
Situation
Headquartered in Montgomery County, MD for more than 40 years, Federal
Realty owns such high-profile shopping centers as Congressional Plaza,
Wildwood, Mid-Pike Plaza and Federal Plaza. As part of a larger corporate
awareness campaign, Federal was looking for a way to utilize its centers to give
back to the community.
Strategy
- Created an alliance with the Montgomery County Housing Authority by offering
to assist them in their annual school supplies drive for needy children
- Engaged more than 90 merchants at participating centers as drop-off locations
for supplies
- Secured sponsors to supply boxes and public service announcements
- Placed posters at local libraries and community centers
- Provided a distribution center to hand out school supplies
- Created an incentive to drive traffic to shopping centers
- Organized a media event to kick-off the campaign that included housing
officials, County Council members, Montgomery County school board members and the Superintendent of Schools
Results
The Housing Opportunity Commission increased its donations by 100%,
providing approximately 1000 children with school supplies, and securing
favorable coverage for the campaign in the Washington Post and the Gazette
newspapers.
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