The Mueller team helped expand GMF’s reach and impact by leveraging existing relationships and connections to drive engagement and participation. In total, Mueller compiled and managed a database of almost 2,000 contacts spanning a range of demographics, psychographics, work industries and zip codes. Mueller conducted regular outreach to these contacts through social media, e-newsletters and personal appeals in order to recruit table hosts and participants.
To help drive general awareness of the initiative and encourage individuals to learn more and sign up to host a table, Mueller organized a “soft” launch of the initiative during GMF’s annual meeting. Soon thereafter, Mueller planned and executed a highly successful, large-scale public launch media event on the rooftop of 88Nine Radio Milwaukee.
Mueller also assisted GMF in creating two videos to help introduce the On the Table concept and attract participants. The first video was an illustrated “how-to-host” video, and the other was a montage video featuring community influencers posing with the On the Table “logo”—a thought bubble. At the time, the illustrated video was GMF’s most watched video of all time.
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