How Portland grew an engaged audience for the Carnegie Medal of Philanthropy.
The Carnegie Medal of Philanthropy (CMoP) is more than an award. It’s an international celebration of philanthropists whose generosity reflects the mission of Andrew Carnegie. Despite a 15-year legacy and a deep sense of purpose—“to create a world of positive change”—the event had yet to build the recognition it deserved. CMoP partnered with Portland to raise its profile and increase visibility and awareness.
Portland used a brand and messaging workshop to immerse themselves in the story of CMoP and discover the best way to shift the event’s message. Portland then developed a communications plan around three key moments: a panel discussion, the medal ceremony itself, and the lighting of the Empire State Building on Carnegie’s birthday.
Over six months, Portland secured coverage of both CMoP and the 2017 medalists in top tier media outlets. Online, a new CMoP Facebook page and enhanced Twitter presence generated an explosive increase in followers and engagement.
Facebook user reached
increase in Twitter followers
Coverage in The New York Times, Fast Company, Forbes, Reuters, and more