CASE STUDY:

Introducing The New Leader Of A Beloved Brand

Client: Bonton Farms

Industry: Nonprofit

Services:

  • Media Relations

  • Executive Positioning

Recognition:

  • PRSA Dallas Pegasus Award, Best In Show - Projects

  • PRSA Dallas Pegasus Award, Media Relations

Founded in 2014, Bonton Farms is a South Dallas nonprofit focused on providing a historically neglected community with fresh food, meaningful work, housing stability, career mentorship and education. Founder and CEO Daron Babcock is a beloved leader, but as expansion plans continued, Daron knew he couldn’t be the sole executive forever. In Sept. 2022, Bonton Farms was set to publicly name former board chair Gabrielle (Gabe) Madison as the nonprofit’s first president.

Bonton enlisted Three Box to strategically position Gabe to external stakeholders as a passionate, qualified leader while reinforcing Daron’s community commitment.

Read on to learn more about our strategies, tactics and results.

Since 2014, the face of Bonton Farms has been its Founder and CEO, Daron Babcock. The team knew that announcing the new president, Gabe Madison, had to set the stage for future Bonton Farms announcements and build reporter relationships while being sensitive to the heart of Bonton Farms: its supporters, members and volunteers.

Understanding the importance of both leader and audience perspectives to the announcement, the team began with in-depth interviews asking Daron and Gabe about their differentiators, passion points and collaboration. We used independent research and client collaboration, including an audit of brand messaging and an evaluation of digital presence, to inform our strategy for the announcement.

Three Box worked closely with Daron and Gabe to craft personalized messaging points highlighting personal stories, the vision for the future of Bonton Farms and commitment to the community. The team developed a press release, compiled a targeted media list with personalized angles and pitched an embargoed exclusive interview with The Dallas Morning News, one of the region’s leading outlets.

To ensure the announcement received maximum engagement with Daron and Gabe’s LinkedIn networks, Three Box also delivered LinkedIn audit findings with recommendations to enhance each leader’s profile.

Bonton Farms’ leadership announcement received 10 earned media placements from top regional outlets (including The Dallas Morning News, D CEO Magazine, Dallas Innovates, Baylor Proud and more), earning more than 16 million impressions and averaging more than $400K in media value. Additional campaign results include:

  • 900 combined engagements across Garon and Gabe’s LinkedIn posts.

  • Further amplification of the announcement across media stations’ social media accounts, leading to an additional 300K impressions across social platforms.

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