2012 Nonprofit PR Awards: Member Communications

Winner: Meals On Wheels Association of America and Weber Shandwick Washington, D.C. — "We Are Meals On Wheels" Member Toolkit: Introducing Local Programs to a National Campaign

Meals On Wheels Association of America and Weber Shandwick teamed up to introduce local programs to the national campaign to drive awareness and engagement of the network of 4,000 local senior nutrition programs across the U.S. The team created a toolkit of materials, including sample press materials, social media tips and PSAs for each member to use in communicating the Meals On Wheels message.

The toolkit, which helped update the MOWAA visual identity and provided a clear call to action for participants to follow, was distributed to all members at MOWAA’s annual conference and was also available online. “We learned the importance of providing training sessions to ensure that toolkit materials worked equally well for large member programs with advanced communications strategies and small programs with little or no resources devoted to communications efforts,” says Adrienne Caruso, director at Weber Shandwick. —RD

Honorable Mentions:

The American Institute of Architects – AIArchitect e-newsletter and landing page: To reach out to both students and seasoned industry executives with the e-newsletter, the PR team combined traditional long-form content with videos, infographics and slideshows.

CropLife America – Tell Me More
: The CropLife America communications team created several media vehicles, including Tell Me More monthly newsletter and Web site, to make its employees more confident in explaining their crop protection work to the outside world.