Light the HOan
In January 2018, Mueller Communications was selected to provide public relations and marketing services for Light the Hoan. Light the Hoan is a nonprofit organization in Milwaukee working to share positive community stories and raise money to light the iconic Hoan Bridge. Light the Hoan is a grassroots effort led entirely by volunteers. The mission of the project is to illuminate the Hoan Bridge in recognition of the countless unseen, under-celebrated acts of kindness, generosity and service that give the City of Milwaukee hope.
Mueller Communications’ involvement with the project has been extensive and inclusive of:
Develop core messaging for the project.
Develop the monthly eNewsletter and grow engagement of the targeted list.
Create merchandise and manage retail partnerships.
Assist with social media marketing efforts.
Plan and execute major campaigns around the project launch and the demo lighting, inclusive of extensive earned, social and digital outreach and resulting in hundreds of thousands of impressions, and thousands of individual bulb donations.
Through the work of Mueller Communications’ collaboration with Social Candy, a social media storytelling agency, Light the Hoan created a series of videos titled “Behind the Bulb” to highlight the stories of positive individuals and organizations in the Milwaukee area. The video campaign serves as content for web pages, social media platforms as well as the monthly eNewsletter.
In November of 2018, Light the Hoan retained Mueller Communications to assist in their efforts to elevate a bulb dedication on Light the Hoan’s website to be a proper Milwaukee holiday present. To do so, Mueller designed an advertising campaign that ran on Facebook and targeted City of Milwaukee enthusiasts for the month of December – a $1,000 media spend that resulted in $8,750 in donations.
We also worked with the team of volunteers at Light the Hoan to execute an event with a live demonstration of LED lights on the Hoan Bridge. Michael Hostad, Founder of Light the Hoan, said it best: “We can present renderings, but it just doesn’t do the project justice. We want people to see it for themselves.” A portion of the Hoan Bridge was temporarily illuminated to show the impact and the capabilities of the proposed LED lighting design. Mueller Communications executed an earned and social media strategy that by global partner Philips Lighting Systems estimation generated 25 million impressions, which our partner called the most successful PR/social effort in its global history of bridge lighting projects.
We look forward to continuing our work with Light the Hoan into 2019.