Much of the news about communications efforts made by U.S. corporations that come across our desks have some sort of employee, customer, media or investors connection.
Those with a community relations tie-in are few and far between.
But this week, we're giving kudos to the 7-Eleven stores in Southeastern Michigan and the Toledo area for hitting on one of the most clever community relations campaigns we've seen in a while.
7-Eleven seized on its one of its core customer groups by asking local police officials to reward kids for good deeds through their "Operation Chill" summer program.
Through the distribution of 36,000 7-Eleven Slurpee coupons, worth about $25,000, youngsters will be cited for a wide scope of positive acts - including for wearing seat belts in motor vehicles and protective gear while rollerblading. The campaign started last week.
Other communities, including those in Chicago, Baltimore, Tampa and Austin, will follow suit, for a total price tag of about $622,000 for the national effort.
Along with buddying up to kids, 7-Eleven also racked up a PR coup by strengthening its relationships with police officers. In Michigan, officers from nearly 40 communities will take part.
(7-Eleven, 313/462-6711)