PRowl Public Relations was tapped in early September 2018 to serve as public relations consultants for Vote that Jawn’s (VTJ) outreach and launch of their voter engagement campaign. The team was hired to work on various public relations tactics including pitching, media relations, and social media, from September to November.
The #VoteThatJawn account for PRowl Public Relations focused on targeting young people ages 18-21, as well as different political party chapters at various Philadelphia area colleges. The account team was responsible for drafting press releases about events the organization held in September and November, doing media research and pitching as well as creating social media content to be posted on the @SafeKidsStories social media channels. The Safe Kids Stories publication created the Vote that Jawn project, and focuses on telling stories from the viewpoint of Philadelphia youth.
PRowl Public Relations created content that included promotional materials for the first VTJ event held on Saturday, Sept. 22 at WHYY’s headquarters where teams filled with community members, students and activists, strategized ways to motivate young people to vote, information regarding outreach and voter registration leading up to the Nov. 6 midterm elections, information regarding the Oct. 9 voter registration deadline in Pennsylvania, and promotion of the VTJ post-election day celebration held on Nov. 7 from 4 p.m. – 6 p. m. at City Hall in the Mayor’s Reception room. The VTJ team selected winners in the categories of “Best Strategy,” “Most Grit” and also awarded the team that got the most voters to the polls. Winners were announced at this celebration and were recognized along with the artists who helped create the original content for VTJ including an animated video, posters, music and poetry.
The results of PRowl Public Relations’ work included the event page reaching nearly 900 people overall. There were 58 people invited, 10 people who confirmed they “went” and 17 people who confirmed they were interested. Since September 2018, @SafeKidsStories’ Twitter account has received 5,300 impressions. The first Vote that Jawn event had 40+ views on the Instagram takeover story and the Election Day coverage resulted in 70+ views on the Instagram takeover story. The Instagram page now has 132 followers, 392 profile views from the week of election day and 4,525 overall impressions.
University of Pennsylvania professor and Director of Vote that Jawn Lorene Cary worked with the PRowl team directly throughout the completion of the project.
“PRowl was really very good at bringing students and participants at the events together and helped keep an open conversation with people across all backgrounds. The team was able to bring students together at the events as young professionals, as well as living out their roles as college students without hesitation and shyness,” said Cary.
As a result of PRowl’s media efforts, VTJ received story placements in outlets including The Philadelphia Citizen, KYW Newsradio, Fox 29 Philadelphia, WHYY, Penn Today and The Temple News. PRowl also received recognition for exceptional media relations and its mission of providing students with the opportunity to apply their knowledge in a real industry environment in the article written by WHYY.
The team concluded the project with recaps for the PRowl Public Relations blog. These blogs explained an overview of the two election season events. The partnership between PRowl Public Relations and Vote that Jawn brought new levels of promotion, knowledge, and interest about the work of Safe Kids Stories and Vote That Jawn before and after their 2018 election campaign push.
Coverage in the Philadelphia Market included: