Children of Restaurant Employees (CORE)

CORE supports thousands of restaurant workers and their families during critical times of need. Rocket was brought on board to develop a COVID-19 response plan to promote the critical needs of employees and their families of the restaurant and hospitality industries.

 

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Strategy

Rocket developed a plan to promote urgency and action concerning the wide-spread impact of COVID-19 on industry employees and their families, including the implementation of a bold fundraising impact goal for the organization. Early in the engagement the team identified a charitable partnership opportunity within the new Great American Takeout National event series and confirmed CORE as the founding charitable beneficiary, driving an incremental six-figure commitment from a corporate partner in just the first two weeks of the engagement. In conjunction with this initiative, Rocket created the Wash Away COVID-19 Handwashing Challenge to heighten awareness of CORE and its impact on industry families in need. The team secured several notable celebrities and chefs to promote and participate in the social call-to-action.

Results

Through these efforts, Rocket supported CORE in raising more than 2.2 million in one month, including several six-figure corporate commitments. CORE secured several high-profile media placements, including the the Jimmy Kimmel minilogue series, generating over 900 placements and a record 1.5 billion impressions in just a few short months. With the support of Rocket, CORE saw double-digit increase in social media engagement, secured over 25 influencers to participate in the Wash Away COVID-19 Handwashing Challenge, supported a significant increase in monetary donations and secured high-profile media placements such as a full-page ad in the New Yorker Magazine.

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