Strategic Social Media and Media Relations for Erik’s Ranch & Retreats

The Situation

Erik’s Ranch & Retreats, a nonprofit serving young adults with autism, was preparing for important grand openings of their resident and guest accommodations in Edina, Minnesota, and their first guest accommodations in Paradise Valley, Montana.

The Communications Challenge

The organization needed to quickly raise awareness of the number of young adults living with autism and the nonprofit’s role in meeting the needs of this growing population with social, residential and employment opportunities.

The Strategy

We used the grand opening events to reach key audiences – via social media outreach and traditional media relations – to deliver the organization’s key messages.

Results

Target audiences were reached with a live TV interview, radio interviews, local print coverage and blog posts by travel publications and autism-focused bloggers. WHERE, an online travel magazine reaching 237 million readers, published a feature story on Erik’s Ranch & Retreats. KARE 11, the Twin Cities’ NBC affiliate, interviewed the organization’s founder and CEO, and the Minneapolis Star Tribune featured this innovative nonprofit in a column that explained the importance of serving the growing population of adults with autism.

These stories and others, along with engagement of the 2,000-plus Erik’s Ranch & Retreats fans and followers on social media channels, met all of the goals. Coverage helped increase attendance, attract reservations for guest accommodations, and engage opinion leaders in the autism and local communities.