community organizing and public relations for the new hampshire food bank

Novus Public Affairs Team Assists Major U.S. Retail Chain in Public Image Improvement Through Partnership with New Hampshire Charitable Non-Profit Organization


A major nationwide retail chain that has at times been plagued with community relations and public image problems decided to launch a charitable giving initiative aimed at highlighting its pledge to operate globally and give back locally.

The company had allocated funds to new State-Giving budgets and needed to assist a worthwhile cause in New Hampshire. The Novus team was called in to assist with selecting an appropriate charity and develop and implement a strategic plan to maximize public awareness and ensure that the initiative resulted in a more positive public image for the client.


Novus recommended a partnership with the New Hampshire Food Bank, which was simultaneously launching a statewide “Backpack Program,” aimed at providing nutritious snacks and educational materials to at-risk children.

Once the selection had been made, Novus designed and implemented a twofold statewide public relations program that would both trumpet the partnership and raise awareness of hunger and nutrition issues in New Hampshire.

Novus’ far-reaching public relations strategy involved forming a solid relationship between donor and recipient, reaching targeted audiences, writing compelling press collateral, attracting local officials, and utilizing resources in the media to generate results for the client.


The Novus plan paired the client’s desire for local outreach with the NH Food Bank’s need for a large-scale charitable contribution to fund the “Backpack Program.” The Food Bank used the retain giant’s $80,000 donation to officially launch their program in September 2008, coinciding with the start of the new school year.

The resulting public relations campaign received widespread media and broadcast attention in New Hampshire, including direct praise from Manchester, NH Mayor Frank Guinta.  Nearly a dozen media outlets ran the story, including broadcast segments on WMUR-TV and WOKQ radio.

The partnership also garnered widespread positive feedback from schools and agencies working with the youthful beneficiaries, who could attest to its positive results in real time.

The client’s goal of improved public opinion was accomplished, and tangible good was done in the community.


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