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Strategic Communications

  Website

  US - Syracuse,  NY

Strategic Communications, a firm based in Syracuse, New York, provides expertise in public relations focused on proactive news media strategy and opportunities, including media outreach, media monitoring and analysis.

  About Project

When we think of special events, like product launches or major donations, we usually think of one big event that takes place during a finite period of time. But one family-owned-and-operated sandwich shop has been holding special events almost weekly since the start of the pandemic – which have resulted in a far greater impact than any one event possibly could have accomplished!

DiBella’s Subs saw a challenge in how to keep essential workers healthy and motivated. Its objective was to bring comfort to healthcare heroes, and the solution came in the form of donating and delivering delicious lunches as a series of special events in dozens of communities. With the values on which the company was founded – quality, value and consistency – DiBella’s Subs held these special events to continue to demonstrate its commitment to the 15 communities it serves.

The sandwich shop, established in 1918 in Rochester, New York, prides itself on the familial culture it instills. This culture cultivates a sense of community even among guests. Recognizing that members of the community wanted to help frontline and healthcare heroes just as much as DiBella’s Subs leadership and employees did, the new generation of the family’s leadership team introduced a creative way to serve comfort through special events.

First, DiBella’s Subs launched a “Pay it Forward” campaign, where the sub shop granted a 50% discount to any customer who wished to donate a tray of subs to feed essential workers. The sandwich shop picked up the rest of the tab and took care of delivery.

Through this community partnership, more than 20,000 doctors, nurses, first responders and nursing home employees were fed during these special mini events.

In May, DiBella’s Subs added a “You Give, We Give” component to the Pay it Forward Campaign. The company opened the program from trays of subs to individual boxed lunches and matched donations directly made by customers. Over the course of May and June, first responders and nursing home workers were treated to an additional 4,520 boxed lunches, with each delivery treated as its own special event.

On one day at the height of campaign, DiBella’s Subs catering managers in Cleveland, Columbus, Canton, Cincinnati, Dayton, Youngstown, Albany, Buffalo, Rochester, Ithaca, Syracuse, Pittsburgh, Ann Arbor, Detroit, and West Haven delivered more than 4,000 trays of subs to VA Hospitals during the lunch hour, as part of 20 simultaneous special events.

In total, the community impact of the “Pay it Forward” and “You Give We Give” campaigns as special events measured $117,590 in donations! And, the organizations receiving donations for their employees were happy to support DiBella’s efforts to share these stories through news and social media.

These special events generated more than 40 positive news stories – which were published or aired more than 80 times – and hundreds of social media posts, garnering more than half a million impressions. A comprehensive list of news coverage and a sampling of gratitude expressed through social media is provided in the accompanying attachment.

  Credits

When we think of special events, like product launches or major donations, we usually think of one big event that takes place during a finite period of time. But one family-owned-and-operated sandwich shop has been holding special events almost weekly since the start of the pandemic – which have resulted in a far greater impact than any one event possibly could have accomplished! These special events generated more than 40 positive news stories – which were published or aired more than 80 times.