Harvesting Public Awareness Through the Power of PR
Background
The Willamette Valley Wine Foundation was created to give back to the people “behind the vines.” Its initiatives focus on:
- Health and wellness support
- Housing assistance
- Childcare access
- Educational opportunities
With its official launch planned for October 2024, the Foundation needed a communications strategy that could:
- Establish credibility in both wine and philanthropic communities
- Clearly articulate its mission and impact
- Build early momentum with donors, media, and partners
- Lay a foundation for future fundraising and storytelling
The Challenge
Despite strong ties to the wine industry, the Foundation was in its early stages of public recognition. The launch required a high-profile debut that could:
- Showcase the Foundation’s mission with clarity and integrity
- Engage both local/regional audiences and national philanthropic circles
- Avoid transactional storytelling, instead honoring frontline vineyard workers with dignity
- Create lasting tools for ongoing communications beyond the launch
Article at a Glance:
- Nexus PR led the public launch of the Willamette Valley Wine Foundation in October 2024.
- Collaboration with 360Philanthropy ensured both strategic communications and philanthropic alignment.
- Launch campaign generated regional media coverage, donor engagement, and industry partnerships.
The Approach: A Strategic Network Partnership
Nexus PR led the strategic communications plan, while 360Philanthropy contributed philanthropic framing and internal alignment. This collaborative model allowed each firm to bring specialized expertise while offering WVWF seamless, full-service support.
Key Actions Included:
- Messaging Development: Nexus PR crafted a positioning and messaging guide for media, donors, and stakeholders, framing WVWF as both compassionate and strategic.
- Media Relations: Coordinated interviews, pitched regional outlets, and provided media training for board members.
- Launch Campaign Rollout: October 2024 public announcement included a press release, internal tools, and social media guidance.
- Executive Visibility: Nexus PR secured a KOIN-TV televised interview, spotlighting WVWF board members discussing worker well-being and sustainability in the wine industry.
- Capacity Building: Delivered templates, talking points, and outreach recommendations for long-term communications success.
Results
The launch generated immediate visibility and credibility:
- Regional media coverage, including the televised KOIN-TV feature reaching thousands in Portland and surrounding communities
- Increased donor interest and inquiries following the announcement
- Stronger relationships with winery partners and industry stakeholders
- A foundational messaging framework WVWF can now use for grants, campaigns, and events
This campaign not only elevated the Foundation’s visibility but also established credibility within Oregon’s wine and philanthropic communities.
