Charity PR + Social Media

YMCA Birmingham

For 10 years, Big Cat has worked closely to promote YMCA Birmingham – securing media coverage for its new launches, new campaigns and its young people.

Client

YMCA Birmingham is an independent Christian charity that works with people of all faiths with their primary focus being young people. They are affiliated to the national and international YMCA Movement.

Objective

Over the years we have supported many projects, and most recently these have been to:

  • Raise awareness of the building project of The Orchard (a supported accommodation facility for young people at the charity’s Erdington site) spanning plans, initial build, MP endorsement, royal representative involvement, milestone points, and final completion
  • Secure exposure for other YMCA Birmingham accommodation facilities across the city
  • Announce the acquisition of a nursery in Solihull
  • Profile key personnel from the YMCA as spokespeople for topics surrounding young
    people, accommodation and topical issues about Birmingham
  • Creative ideas for the royal visit of HRH Princess Anne to mark the completion of The Orchard and The Chris Bryant Centre, as well as media attendance and coverage of the event
  • Showcase the charity’s offering by organising and overseeing a video highlighting all aspects of work across housing, nursery, social enterprise, training and education and young people support

Delivery

  • Press releases detailing updates on YMCA Birmingham’s projects
  • Pitching CEO Alan Fraser, for opinion pieces in regional, national and trade press across print, broadcast and digital platforms

Results

  • Regular inclusion in regional press such as Sutton Coldfield Observer, The Tyburn Mail
  • Interviews and coverage of events on BBC WM, Capital FM, Midlands Today, ITV Central and Big Central TV around the development and launch of The Orchard and young people’s reactions to The Budget and local politics
  • Channel 5 feature relating to Birmingham’s homeless situation
  • Print features secured in trade press including Third Sector and 24Housing
  • Opinion pieces in The Birmingham Post and on The Guardian’s Voluntary Sector Network and in the Local Government Chronicle
  • Profile pieces in Birmingham Living and news covered in business titles such as TheBusinessDesk
  • Coverage amassing an advertising value equivalent figure of nearly £40,000, giving a ROI of over 3 for the year 2016