What Does a PR Agency Do? DQ’s Miracle Treat Day

By Posted in - Awards & Case Studies on February 8th, 2018

Triangle Dairy Queen has grown to be the largest DQ franchise in Wake County since Andy Valkanoff founded it in 2005. In 2016, Triangle Dairy Queen celebrated its 11th annual Miracle Treat Day as part of a nationwide fundraiser that supports more than 170 Children’s Miracle Network hospitals across North America. On Miracle Treat Day, proceeds from Blizzard purchases at Triangle Dairy Queen locations are donated to Duke Children’s Hospital for research, care and family support programs.

Strategy

Looking to drive traffic to Triangle DQ locations to raise funds on Miracle Treat Day, Andy turned to Clairemont Communications to create a media relations campaign. Our objectives were to build awareness of Miracle Treat Day and help drive traffic to Dairy Queen locations by securing media placements, community calendars posts and media and blogger coverage on social media. 

Fans visit Triangle Dairy Queen on Miracle Treat Day!

Execution

To drive traffic to Dairy Queen locations on Miracle Treat Day and raise money for Duke Children’s Hospital, Clairemont chose to craft a news release to share with

local media contacts. We recognized that a release would provide the most concise and efficient vehicle to communicate the full story of the event and maximize coverage opportunities to media and influencers – especially when partnered with targeted and personalized pitches. A release would also allow us to easily share the event on community calendars and news release sites to increase visibility and attract potential customers to the restaurants. 

Results

Clairemont surpassed its original objectives, securing leading media placements, including in our state’s most read paper, The News & Observer, and an exclusive feature story with our ABC TV affiliate. We also secured prominent posts on community calendars and across social media. Miracle Treat Day was a strong success for Triangle Dairy Queen and continues to be part of its ongoing legacy.

The work Clairemont Communications conducted in partnership with Triangle Dairy Queen won an Award of Excellence from the North Carolina Public Relations Society of America. It also won a Silver Award in PR Writing from the Raleigh Public Relations Society. We are proud that this campaign represents two of the 175 awards we’ve received since starting Clairemont in 2010.

To read more about the work we do with clients, please visit the case study section of our blog.

*Cover image courtesy of Dairy Queen.

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